Today's global economy demands that international automobile companies have an awareness and sensitivity to cultural differences. Companies use advertising to promote their goods or services, but how many of them manipulate their international marketing to reflect the needs and concerns of specific cultures? Many people share concerns when it comes to purchasing a car, including the cost and environmental impact of specific models. Cultural values, however, vary distinctly around the globe and have an effect on a person's consideration of a purchase. As one of the world's leading automakers, BMW must address both cultural values and global concerns in order to sell the luxury vehicles they are known for. By analyzing BMWs print, television, and Internet advertisements, I have determined how the company presents their products as potentially fulfilling the customer's needs and addressing German and American cultural values. I evaluated the prominence of common rhetorical features, strategies, and appeals by developing a rubric that can be applied equally across media. This project combines technical communication and German to ultimately conclude in practical applications. My research and conclusion demonstrate that an international company's willingness to include precise design choices reflects cultural values in specific contexts and that these choices can address international problems.

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In the globalized economy, internationalization is necessary for companies to have a  competitive advantage to survive in the long term and Swedish companies are no exception. However, when Swedish companies enter Japan the cultural differences between the two countries are significant, which may create cultural barriers. There are few cross-cultural studies focusing on communication across cultural barriers that foreign companies face when entering the Japanese market. Also, the research is conducted from a one-way perspective, with less focus on the perspective of the Japanese counterparts. The purpose of this thesis is to identify what cultural barriers a company, with Sweden as the home country, has encountered under the internationalization process when entering Japan from both a Swedish and Japanese point of view. In the qualitative research approach, the empirical data was collected through semi-structured interviews with the employees in a Swedish company HMS Networks AB (HMS), which has internationalized to Japan and has a subsidiary HMS Industrial Networks K.K. in Japan (HMS Japan). These findings were also complemented with secondary data such as corporate websites and annual reports. The empirical data were analyzed into three steps: transcription, systematization, and combination. The results showed that HMS has faced internal and external cultural barriers during the internationalization of the Japanese market. The differences in work culture, language, business relationship created cultural barriers and influenced the communication within and outside of the company. There were more internal cultural barriers than external ones, which has decreased over time, resulting from Japanese society becoming more international and Swedish companies adapting appropriately to Japanese culture. This research thesis will be a tool for creating a deeper understanding and communication of two different cultures. First, language is the most significant cultural barrier to entering foreign markets. Therefore, it is crucial that the company itself provides an opportunity to learn a  language for employees. Second, it demonstrates the importance of deepening the understanding between the parties. International companies should not try to change foreign employees’ way of being but instead consider both cultures and implement a common foundation. Third, it is essential to keep in mind that it takes time to overcome cultural barriers.  Also, when a company internationalizes, cultural barriers may occur from both sides of countries, and they may be interpreted differently in the same situation. Thus, understanding how the other party interprets your culture is important, which will help to reduce cultural barriers.

L’objectif de cette recherche en communication interculturelle est de savoir comment les stéréotypes évoluent chez les étudiants chinois à l'égard des Français avant et pendant leur séjour en France . Quels processus de la communication interculturelle contribuent à l'évolution des contenus des stéréotypes portés par les étudiants chinois sur les Français et quels effets exercent la communication interculturelle sur les étudiants chinois ? Pour répondre à ces questions, la recherche s’appuie sur une approche interculturelle et systémique sous l’épistémologie constructiviste. Après une analyse quantitative et qualitative, les évolutions des stéréotypes vis-à-vis des Français de la part des étudiants chinois sont discutées en étudiant trois aspects et facteurs distincts : spatial, temporel et communicationnel. Le facteur communicationnel est considéré comme étant le facteur le plus déterminant de l’évolution des stéréotypes. Ainsi, la communication interculturelle des étudiants chinois avec les Français est analysée dans le but de savoir quels sont les éléments qui en influencent la qualité et comment en appréhender la dynamique du processus. Selon cette recherche, l’évolution des stéréotypes peut entraîner chez les étudiants chinois une évolution globale de leurs propres représentations. Cette évolution des représentations est également la conséquence du changement du contexte socioculturel et du système de communication. La communication interculturelle entre les étudiants chinois et les Français peut favoriser une construction de la conscience de l’altérité et une reconstruction identitaire basées sur un esprit ouvert et critique. Mais a contrario, la communication avec absence de la conscience de l’altérité peut également nuire à la reconstruction de soi-même et en même temps, renforcer les stéréotypes vis-à-vis de l’Autre et vis-à-vis de Soi. / The objective of this intercultural communication research is to know how stereotypes evolve among Chinese students towards the French before and during their stay in France. What processes of intercultural communication contribute to the evolution of the content of Chinese students' stereotypes about the French and what effects do intercultural communication have on Chinese students ? To answer these questions, the research relies on an intercultural and systemic approach under constructivist epistemology. After a quantitative and qualitative analysis, the evolution of stereotypes towards the French people on behalf of Chinese students are discussed under three aspects and factors: spatial, temporal and communicational. The communication factor is considered as the most determinant factor in the evolution of stereotypes. Thus, the intercultural communication of Chinese students with French is analyzed with the aim of knowing what are the elements that influence the quality of the communication and how to apprehend the dynamic of the process of the intercultural communication. According to this research, the evolution of stereotypes can lead among the Chinese students to an evolution of their own representations (to Chinese students' evolution of their own representations) in a general way. This evolution of representations is also the consequence of the change in the socio-cultural context and the communication system. The intercultural communication between Chinese students and the French can favor a construction of the consciousness of otherness and a reconstruction of identity based on an open and critical spirit. But on the other hand, this communication with the absence of the consciousness of otherness can also damage the reconstruction of oneself and, at the same time, strengthen the stereotypes towards the Others and towards him-self.

<p>This dissertation examines how creativity can be of benefit for the school. It discusses if there is a need or demand for it and how the present situation is in Swedish schools. Defining creativity accurately is difficult but it is relevant to look at the environments that use creativity. There is a vast amount of literature that uses creativity and it varies to some extent. Creativity originates from meetings and combinations, both within and outside of the individual. The essay will show psychologists and pedagogs view on encouragement for creativity and it will especially study the art subjects in relation to the other ones in order to se what gains collaborations between them may bring . More thorough collaborations may be a good cross disciplinary structure in “projektarbete” (cross-cultural communication) which stimulates creativity in both education and within the school. Just as creativity is found in various environments the school benefits from studying the parts of society that uses creativity, to see what the expectations may be on the students in the future.</p> / <p>I denna uppsats undersöks hur kreativitet kan vara till nytta för skolan. Det kommer att diskuteras om det finns ett behov och en efterfrågan av kreativitet och hur det förhåller sig i nuläget med denna inom skolan i Sverige. Att exakt definiera kreativitet är svårt och därför kan det bli mer fruktbart att utforska kreativitetens användningsområden och funktioner. Det finns en mängd litteratur från skilda områden och den varierar en hel del. Kreativitet uppkommer ur möten och kombinationer, både inom individen och utanför denne. I uppsatsen nämns också ett antal psykologers och pedagogers syn på uppmuntran till kreativitet. Särskilt diskuteras de estetiska ämnena i relation till de övriga för att se vilka förtjänster ett samarbete kan ge. Vidare visar sig samarbeten genom exempelvis projektarbete vara en bra tvärvetenskaplig företeelse som kan stimulera kreativitet i undervisningen och i skolan. Liksom kreativitet återfinns i skilda områden så kan skolan ha nytta av att se hur olika delar av samhället använder sig av kreativitet, och för att se vilka förväntningar som kan komma att ställas på eleverna i framtiden.</p>

This dissertation examines how creativity can be of benefit for the school. It discusses if there is a need or demand for it and how the present situation is in Swedish schools. Defining creativity accurately is difficult but it is relevant to look at the environments that use creativity. There is a vast amount of literature that uses creativity and it varies to some extent. Creativity originates from meetings and combinations, both within and outside of the individual. The essay will show psychologists and pedagogs view on encouragement for creativity and it will especially study the art subjects in relation to the other ones in order to se what gains collaborations between them may bring . More thorough collaborations may be a good cross disciplinary structure in “projektarbete” (cross-cultural communication) which stimulates creativity in both education and within the school. Just as creativity is found in various environments the school benefits from studying the parts of society that uses creativity, to see what the expectations may be on the students in the future. / I denna uppsats undersöks hur kreativitet kan vara till nytta för skolan. Det kommer att diskuteras om det finns ett behov och en efterfrågan av kreativitet och hur det förhåller sig i nuläget med denna inom skolan i Sverige. Att exakt definiera kreativitet är svårt och därför kan det bli mer fruktbart att utforska kreativitetens användningsområden och funktioner. Det finns en mängd litteratur från skilda områden och den varierar en hel del. Kreativitet uppkommer ur möten och kombinationer, både inom individen och utanför denne. I uppsatsen nämns också ett antal psykologers och pedagogers syn på uppmuntran till kreativitet. Särskilt diskuteras de estetiska ämnena i relation till de övriga för att se vilka förtjänster ett samarbete kan ge. Vidare visar sig samarbeten genom exempelvis projektarbete vara en bra tvärvetenskaplig företeelse som kan stimulera kreativitet i undervisningen och i skolan. Liksom kreativitet återfinns i skilda områden så kan skolan ha nytta av att se hur olika delar av samhället använder sig av kreativitet, och för att se vilka förväntningar som kan komma att ställas på eleverna i framtiden.

Cross-cultural communication challenges arise for managers in international corporations on a daily basis, and in order to evaluate why these challenges occur we conducted a case study in collaboration with the fast-fashion corporation Gina Tricot. Our work challenges the influential theory that cultural proximity leads to less miscommunication within the business environment. By using Griffith’s model on a fashion-based corporation, our thesis demonstrates that geographical distance is not an aiding factor in superior communication within multinational corporations, however, the longevity of relationships have a more deciding impact.   Global expansion and the rapid development of technology contribute to faster communication possibilities across boarders, therefore the highly international, dynamic and quick communication based fast-fashion industry becomes an interesting object when studying cross-cultural communication. Moreover, this research will investigate which specific areas of business communication that creates the greatest challenges for international managers within the fast-fashion corporation Gina Tricot’s cross-cultural operations.   Our secondary sources are mainly based on previous models and guidelines for effective cross-cultural communication, with David Griffith’s model of “Communication Effectiveness” as a main resource. Furthermore, it enabled us to test how well Griffith’s model applies in the fast-fashion industry. Our primary data was obtained by a close collaboration with Gina Tricot in a case study fashion, by conducting personal interviews with retail and purchase managers. Trough our research and analysis we concluded that the core flaw with previous models is based in their rigidness and lack of flexibility to adapt to different circumstances. We base our conclusions on the notion that as human behaviours is dynamic and highly unpredictable, so is also culture and therefore even communication.

In times of rapid economic development and internationalization of business, effective cross-cultural communication among managers remains a challenge. This thesis aims to research and analyze cross-cultural communication in business context based on qualitative case study of a small Swedish company and its international business partners. Previous research has focused on differences and similarities in people’s behaviour and ways of communication based on their cultural background. Through in-depth analysis and application of existing theories to the chosen case study company, the findings of this research demonstrated that although national culture does have an undeniable influence on people’s behaviour and their communication style, implications in communication between business partners of different cultural backgrounds often connected to an individual approach to cross-cultural communication. A great emphasis was placed on the language being one of the biggest communication challenges facing SMEs in international arena. Finally, misunderstandings occurring due to communication through technological devices were discussed.

Communicating the concepts and practices of development by way of translation across languages and cultures is always intertwined with linguistic and conceptual tensions which blur meaning, distort communicative intention and nurture conceptual ambiguity in target paradigms. In order to create linguistically viable and functional cross-cultural communication, translation has to rely on myriad strategies entailing mediating meaning, that is, rendering cross-cultural communications in ways that make intended meaning accessible and usable. Meanings of concepts and their practices are subtly nuanced and understood in different languages and cultures. Meaning nuances as such denote tensions between incongruent linguistic and cultural interests and in situations of such tensions, translation provides a forte for mediating both linguistic and cultural differences of the interacting languages. This paper seeks to argue that translations of specialized terminologies in any field of human activity do not always result in explicit meaning equivalences, but rather in meanings that are contextually situated and culturally nuanced. Translating in such situations requires that we identify and account for how people and language communities make meaning of concepts on the basis of their own circumstances, worldviews and in their local languages. Thus, lack of linguistic equivalencies and the presence of meaning indeterminacy in translation is not a reflection of translational failure but rather, a calling to attention of the differences in the perceptions and interpretations of concepts across languages, which in subtle ways represent modes of thinking and communicating (Hoppers 2002). Successful and functional translation of specialized terminologies must be underpinned by the realization that conceptual meanings are always situated in cultural, contextual and temporal terms. Their transmission through translation into ‘new’ contexts can never be straightforward but rather mediated.