engleski

Challenges of intercultural communication in the contemporary business environment

Contemporary economy, for which the globalisation of business is one of the basic determinants, is facing the need for quality intercultural communication with the aim of creating the best possible business environment in which each participant will feel equally valuable and not discriminated against. The task of the management is to create that kind of environment, not only for ethical and legal reasons, but, ultimately, for achieving the best possible business results. One of the (infamous) attempts to implement intercultural communication in business procedures are the European Commission guidelines on inclusive communication, which were withdrawn following the negative media articles and a strong reaction of the public. The paper presents a case study of the adoption and withdrawal of the guidelines as an internal document for communication of the European Commission staff as well as the analysis of the content of selected online media in the period after the information about the guidelines was released until the announcement that the guidelines were withdrawn. Inclusive intercultural communication is becoming a necessary way of communication ; however, if not well thought-out, it may have a completely opposite effect. Therefore, another dimension is required for a quality management, that is, the intercultural management dimension.

business procedures ; globalisation ; intercultural communication ; intercultural management ; media coverage

nije evidentirano