This study aims to explore communication strategies for relationship building across cultures from a linguistic as well as a culture-specific perspective. Specifically, it sees business relationships as part of social capital and compares communication strategies used to build relationships in sales firms. The research method is based on a discourse analysis of interviews with business managers, which also incorporates their success stories. In the analysis, relationship building is divided into two stages: the initiating stage and the maintaining stage. It has been found that more interpersonal strategies have been employed by Chinese and Indian business managers when initiating a business relationship. In contrast, the New Zealand and South African managers tend to use more impersonal communication strategies to promote public relations. Similar interpersonal communication strategies are employed in all the target cultures for maintaining relationships. However, a stronger orientation for long-term relationships in the Chinese and Indian cultures has been identified. Furthermore, the communication strategies are dynamic in all the countries investigated since they are becoming more and more multicultural and increasingly globalized in international business and management.
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