Theoretical foundations of intercultural business communication and their practical consequences

Intercultural business communication is well researched regarding theoretical foundations; however, we still lack practical consequences of this theoretical enquiry. The aim of the paper is to bring crucial practical implications which could be efficiently used in everyday business activity (such as negotiations, advertising and meetings) in the current global business environment. The current reality of business communication is based purely on interaction with people from other cultures, backgrounds, nations and continents. To communicate successfully we make surface adaptation so that we are able to cross cultural boundaries and transcendent culture, and not only survive in today multicultural society but we manage to prosper, and even economically. When being aware of the differences in rhetoric style and conversational style in various cultures, we can become better communicators and negotiators and therefore be more successful in the global market