Dramatic changes in communication technology, transnational mergers and acquisitions, tourism, and even international study programs have increasingly contributed to the growing importance of cross border communication. Communication media, technology usage, decision-making norms, direct and indirect patterns of communication, content unfolding, and delivery methods are very much influenced by culture and business interests. These variations make communication strategy an absolute imperative in achieving business objectives.
Business is becoming a truly global enterprise. Recent trends indicate that the center of gravity in ...