We have examined various cultural values and how managers can understand them with the help of cultural profiles. Now we will turn our attention to the applications of this cultural knowledge to management in an international environment (or, alternatively in a domestic multicultural environment)-especially as relevant to cross-cultural comrnunication (Chapter 4., negotiation and decision making (Chapter 5., and motivating and leading (Chapter 10). Culture and communication are essentially synonymous; what happens when people from different cultures communicate and how can the international manager understand the underlying process and adapt her or his style and expectations accordingly? For the answers read the next chapter.
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