Foreign Language Competence And International Business: A Cultural Approach

The past three or four decades have seen a steep rise in the number of cross-border operations taking place throughout the world, as measured in terms of trade flows (imports-exports), FDI (foreign direct investment), or joint venture initiatives. The scope and depth of today's international business operations would suggest that cross-border contacts are inevitable for all but a small minority of companies. If we accept this premise, then it surely follows that those companies that wish to operate competitively should be prepared to adapt their operations accordingly.