Intercultural communication teamwork and leadership/CCOM103/Communicating across difference/Video signpost: Strozza

View video – TEDxNorthernIllinoisUniversity – Ralph Strozza: Cultural Awareness in Globalized World [15:33 min.] St. Strozza points out that global markets, mass migration, and Internet communications have made it necessary to understand diverse cultural systems to be economically successful. Investment and job stakes are high in the world trade of goods and services. Failure to customize your communication for target audience markets will likely result in business costs. Strozza gives recent examples of expensive corporate miscommunication by unfortunate image, word, or key message choices. He also mentions the new field of transcreation, focused on adapting business messages for different cultural contexts.