Intercultural Communication for Global Business

Elizabeth A. Tuleja, Ph.D., is founder and president of The Intercultural Leader InstituteTM, LLC, an online executive education platform that provides cross-cultural assessment, courses, coaching, and consulting globally. She teaches and consults in the USA, China, and around the world.

"Elizabeth Tuleja has written an excellent and balanced introduction to cross-cultural behavior. She interweaves cross-cultural anecdotes, longer cases, and a firm grasp of the major theories and approaches in the cross-cultural area to produce a highly readable, sensitive, and insightful introduction to this amazingly complicated area. Professor Tuleja has also expanded the number of examples to include those describing European, New Zealander and Australian issues. As well, she theorizes about the influence that Covid-19 is exerting on cross-cultural behavior. In every substantive chapter she has also introduced a unique feature, 'In My Own Words: Cross-cultural experiences of people from around the world.' I highly recommend this new edition."Martin J. Gannon, University of Maryland and California State University San Marcos, USA"Elizabeth Tuleja brings a unique and welcome intercultural communication perspective to the field of global business. Her extensive background and mastery of the literature has resulted in an engaging book full of useful concepts, models, and real-life examples and cases that are suitable for both newcomers to the field and experienced practitioners."Joyce Osland, Professor Emeritus, San Jose State University, USA and Senior Partner, Kozai Group"This excellent book on intercultural communication for global business is a tool that will enhance your mindset and skill set in a way that develops cultural intelligence. It is my opinion that every business leader, politician, salesperson, negotiator, and diplomat should own a copy of this book and read it well. Just as Emotional Intelligence can be developed, so too can Cultural Intelligence be developed, and as much as we need Emotional Intelligence in our world today, we also definitely need Cultural Intelligence if we hope to lead well in this new globalized reality. This is a book you must own, and once you own, make the contents your own!"Rob Elkington, CEO and President, Global Leadership Initiatives; Ontario Tech University Faculty of Education, Stellenbosch University School of Public Leadership; Trent University Faculty, Master of Management"Tuleja provides a lucid and timely compass for navigating cultures in a rapidly globalizing, often polarizing world. Practical intercultural tools, fresh thought-provoking case studies and engaging activities offer students and professionals lit pathways for effective communications across a dizzying array of clashing cultures. Don’t leave home without it!"Joe Lurie, Award-Winning Author and UC Berkeley International House Executive Director Emeritus

• Foreword by Gert Jan Hofstede Part I: Foundations of Intercultural Communication 1. Culture in Business Contexts Case: Wal-Mart in Germany: Corporate formula does not fit the German culture Part II: Self-Awareness in Intercultural Communication 2. Cultural Competence for Leaders Case: Appropriating the Samoan Culture: Another Nike Cultural Faux Pas 3. Culture and Identity Case: Cheerios Commercial: 30 Seconds that Caused 30 Days of Controversy Part III: Concepts of Intercultural Communication 4. Cultural Frameworks and Foundations Case: Best Buy: Is China Ready for the Big Box? 5. Culture and Context in Communication Case: Target Corporation: The "Urine Sandal" 6. Culture and Worldview Case: Nike, Inc.: Air Bakin’ Blunder and the Council on American-Islamic Relations 7. Culture and Cognition Case: Groupon: Advertising at Super Bowl XLV Part IV: Intercultural Leadership 8. Culture and Leadership Case: Brew Time: Starbucks in the Indian Market