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Communication is neither good nor bad. It is simply a tool. Used well it nets good results, applied poorly it makes situations worse. The key then, for any manager, is to properly assess a situation and subsequently choose an appropriate strategy for participation. Intercultural Communication events are especially challenging with so many variables at play. Drawing upon the concept of “The Expert Spectator” this paper demonstrates that a universal perspective of communication exists, one that can be applied regardless of cultural orientation. When communication is seen on a continuum from the expressive to the instrumental it is much easier to be an appropriate and effective communicator in International Business settings.

A Universal Perspective On Communication: What Every International Business Manager Should Know