Advances in technology have made it possible for companies to quickly and easily scan the globe for new resources, new customers, and new sources of money. It is now possible—with the help of the Internet, overnight delivery services, fax machines, and e-mail—for the little company that once found it difficult to expand into a neighboring town to operate in overseas markets. Technological advances and relaxed trade barriers have increased international trade. What emerges from this increase is a blending of countries and cultures in a global marketplace.

Culture can be described as people sharing similar views, beliefs, attitudes, and values. These views govern their actions. Everyone belongs to several cultures simultaneously. The culture you share with the citizens of your own country is probably the first one that comes to mind. Other cultural influences include your ethnic origin and religious preference. Within a culture, distinct groups known as subcultures can emerge. Mexican Americans, for example, are a subculture in the United States.

It is important to recognize cultural differences when communicating in a diverse environment. Both written and verbal communications are encoded with the assumptions of the sender's culture, but the receiver decodes or interprets the message using the assumptions that govern his own culture. If these cultural differences are ignored, the likelihood of miscommunication will increase dramatically.

Working within a multicultural environment requires knowledge of coworkers, clients, and customers. Yet, too often, we are guilty of ethnocentrism. We forget that members of other cultures do not always share our ways of thinking and acting. In this episode, Howie asks Pauline to take a prospective client out to lunch. Pauline's job is to build rapport with Rajiv Vaidya, the founder of Indian software company Ganesha Solutions, and to inform him of CanGo's strong marketing capabilities. In the process, Pauline becomes acquainted with a new culture.

Click on the video window now to view the Introductory Video.

 
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