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

Main Article Content

Michael C. Budden
Connie B. Budden
Tará Burnthorne Lopez

Keywords

Cross-Cultural Communication, Retailing, Shopping, Business

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.

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