EXTRALINGUISTIC ISSUES IN CROSS-CULTURAL COMMUNICATION: SOCIAL ROLES IN DIFFERENT CULTURES, STEREOTYPES, IMAGES, SYMBOLS

Abstract

An rising number of businesses are expanding internationally in the dynamic
business environment of today. It can be particularly difficult to communicate
effectively with persons from various cultures. Business firms' behavior in markets
with multiple cultural reflections is influenced by their cultural awareness. It is widely
acknowledged that cultural differences impose imperceptible obstacles on cross-border
commercial communications. One of the most important abilities for businesses to
develop in order to have a competitive advantage in international business is the ability
to understand cultural differences.