Abstract
Acknowledging the significance of multinational corporations, this paper stresses the importance of the development of cross-cultural sensitivity in marketers. Attention is given to components of culture, including: language, religion, attitudes, social organization, technology, education, politics and law. Methods of developing cross-cultural sensitivity are suggested, followed by a classroom simulation designed for that purpose. Discussion includes communication skills utilized by and the adaptions of the simulation for industrial and governmental training programs.
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