Enhancing Cross Cultural Communication In The Marketing Classroom: A Case Approach

Abstract

The importance of effective communication skills in the workplace is widely documented and recognized as a success factor in many fields of endeavor.  As the workplace becomes more diverse and more global in nature, the ability to communicate across cultures is gaining in importance.  A class exercise in which Panamanian educators and US students cross-interviewed each other is discussed with regard to its perceived impact on the communication process and on its ability to enlighten students on shopping behaviors of persons from another culture.