This case study examines the importance of intercultural competence in international business, focusing on a scenario where an American manager, Mark, encounters challenges due to cultural differences in an Asian business environment. It identifies Mark's missteps, such as failing to understand and respect local customs, and offers advice based on intercultural communication theories, including the communication accommodation theory, anxiety/uncertainty management theory, and Hofstede's Cultural Onion Model. The study recommends that Mark develop cultural awareness, prioritize relationship-building, and adapt his communication style to foster collaboration and avoid misunderstandings. The analysis highlights the need for companies to promote multicultural learning and recommends strategies for improving intercultural competence at both individual and organizational levels to ensure successful global operations. Desklib provides similar solved assignments and past papers for students.
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