Cross-Cultural Communication: Concepts, Cases and Challenges By ...

The Importance of Language

Education, training, and possessing a sound ethical base are qualities that are needed for the emerging world. Basic to the knowledge of another culture is knowledge of its language. According to Bloch (1996):

Language and culture are so firmly intertwined that optional cross-cultural international business cannot be attained without substantial foreign-language capabilities. Reasonable cultural awareness without foreign-language capabilities is common, especially among English-speaking business people, but such a lack of skills set very definite limits on the efficacy of cross-cultural performance (pp. 34–35).

However, speaking a second, third, or even a fourth language, does not guarantee that the learner will have a global perspective or attitude. That person may still be insular, nationalistic and narrow-minded. One with a global attitude is able to imitate other lifestyles, and also emerge as an enriched individual. A person with a global attitude may change but will not destroy a culture.

Legrain (2003) noted that “cross-fertilization“ is essential to diversity and freedom. He further stated that the economic benefits of commerce are surpassed in importance by those of its effects which are intellectual and moral. It is hardly possible to overrate the value for the improvement of human beings of things which have brought them into contact with persons dissimilar to themselves and with modes of thought and action unlike those with which they are familiar. There is no nation that does not need to borrow from another.

In a global economy, the challenge of incorporating diverse populations, cultures and subcultures is experienced. All workers including the Chief Executive Officer (CEO) to the employee with the least significant responsibility must be educated accordingly to be able to solve problems and make decisions wisely. These decisions must be made with the intent of improving the quality of life for all. Thus, education with a strong ethical underpinning is essential. Such education