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Journal of Business and Technical Communication
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All Business Students Need to know the Same Things!

The Non-Culture-Specific Nature of Communication Needs

VALERIE PRISCILLA GOBY

Nanyang Technological University

This article challenges the conventional approach to cross-cultural communication teaching that instructs students to adapt their communication styles to different cultures by providing them with details about the particular practices of these cultures. It argues for an approach that focuses on common principles of effective communication by pointing out some limitations of the current culture-specific approach and presenting a pilot study that indicates the commonality of communication needs. It suggests some ways to find a different approach for studying international communication and shows that some current research is, in fact, moving in that direction.

Journal of Business and Technical Communication, Vol. 13, No. 2, 179-189 (1999)
DOI: 10.1177/1050651999013002003
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