cultural

The use of cultural awareness training has increased rapidly in the majority of global companies over the last decade.

In September 2004, the US based meta search Engine Dogpile announced that is was changing its name to WebFetch in Europe and the UK. This change is a perfect example of the cross cultural issues language can pose for international businesses.

Globalisation, the expansion of intercontinental trade, technological advances and the increase in the number of companies dealing on the international stage have brought about a dramatic change in the frequency, context and means by which people from different cultural backgrounds interact.

Working virtually adds a whole new dimension to the phrase "cultural differences."