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Globalization has become significant part of business cultural. Majority of business were each other from the world are dealing and interacting. Internet-based B2B or E-commerce has become a revolution in the way global business will be conduct in future. Worldwide business will easy & various to link together in global network. Cultural distance affect communication in the exporter distributor marketing channel, foreign distributors from a wide variety of countries around the world. Hofstede identified theories, which are approach to the culture originally for four underlying value dimensions are individualism vs. collectivism, power distance, masculinity vs. femininity, and uncertainly avoidance. All this, for understanding about concerned specifically with communication issue. While another approach are relate to the development of many types of managerial strategies and tactics, this study is concerned specifically with communication issue. Hall though that “culture is communication” mean that if a person is communicating effectively with another one from different cultures he or she must be able to “interpret” the message properly. Two people from different cultures but may interpret that message quite differently depend on their cultures. Hall provided a simple two type basis for grouping the cultures of many different countries to help understand the hide meaning in communication. Two type basis which are HC and LC how a message is communicated. In what are called high-context cultures, such as those found in Latin America, Asia, and Africa, the physical context of the message carries a great deal of importance. In low-context cultures, people verbally say exactly what they mean.From our opinion, we strongly agree with we should know background culture of your partner before making deal and negotiations. Understand Cultural Communication is very important for making effective business. According to Hofstede’s and Hall’s theories show that which country are utilize HC and which country are utilize LC. So, employee who conduct a global business, cross cultural were very necessary. Adapt the accommodate strategy will be useful to image of your organization.
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