COMMUNICATION AS A CROSS-­‐CULTURAL CHALLENGE FOR INTERNATIONAL MANAGEMENT A CASE STUDY OF GINA TRICOT

Paper within: Bachelor Thesis in Business Administration Authors:

Tutor:

Frida Mordenfeld Sandra Johansson

Pamela Hinojosa Giron

Zehra Sayed

881201-­‐5520 890304-­‐5543 900910-­‐1560

Jönköping

The 18th of May 2012

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ACKNOWLEDGEMENT The known quote: “Coming together is a beginning; keeping
CONCLUSION 6.1 CONTRIBUTIONS 6.2 DELIMITATIONS 6.3 SUGGESTIONS FOR FURTHER RESEARCH AND FINAL COMMENTS 7. REFERENCES

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1. INTRODUCTION This is the first section of the thesis, which has the purpose of giving the readers an insight into the specific subject area and a better understanding of the problems that are essential for this thesis. We will start with the background, which eventually will lead us to a narrower problem statement and a specific research question that basically will be the centre of the whole paper. “To effectively communicate, we must realize that we are all different in the way we perceive the world” - Tony Robbins, world leading motivational speaker Cross-cultural communication challenges are escalating on a global scale and will continue to do so in international corporations, mainly as a result of the current prevalence of globalisation around the world (Schifferes, 2007). Due to the global character of the issue, it becomes a highly relevant area of investigation for managers across the world. We argue that globalisation challenges our understanding of both our present culture and our identity, for which it is only fair to express the phenomenon as something that has notably changed the world. As we view the world today, in essence everyone forms part of a