Culture encompasses a particular social group’s accepted beliefs and behaviors. An increase in international business, caused by more efficient transportation and advanced communication technology, has led to an increased need for effective intercultural communication, also called global communication.


Effective intercultural communication helps to eliminate communication obstacles like language barriers and stereotypes from international business. Effective global communication can be achieved through learning about other cultures and implementing communication strategies such as reflective listening and being open-minded.


The need for effective intercultural communication can be found in all aspects of a business, from internal communication to marketing and advertising. Effective global communication allows workers from different cultures to work together as a group. Additionally, poor translations in marketing and advertising can lead to poor sales internationally.


Not practicing effective intercultural communication can lead to accidentally offending another individual. According to the Diplo Foundation, an organization dedicated to improving diplomacy between cultures, the consequences for such an accident can range from an embarrassing moment to the collapse of an entire business deal.