West Meets East: Lessons Learned from Misunderstandings During Market Expansion in Russia

摘要: The purpose of this book chapter is to consider how misunderstandings occur, amplify in time, and influence the outcome a Western European corporation originally established Russia. While conventional literature generally studies nature between two individuals, which occur at given moment we intend focus on longer chains communication. Research demonstrates that difficulties can arise prior actual exchanges approach, as promoted by Intercultural Communication experts does not go far enough guarantee good communication partners. Our data analysis has helped us identify; (i) numerous malfunctions relation “other”, prompting outbreak misunderstandings, (ii) intercultural aspects may broaden recognition problem, well (iii) behaviours block process. This aims create an initial general overview process help define refine future comprehensive training.