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.

Submitted by Sara Ribeiro (sara.ribeiro@ucb.br) on 2018-08-09T19:11:25Z No. of bitstreams: 1 RoseMariTessimaDissertacao2018.pdf: 1081652 bytes, checksum: 7f7ef89d8ae46f3e8effe828853d2532 (MD5) / Approved for entry into archive by Sara Ribeiro (sara.ribeiro@ucb.br) on 2018-08-09T19:11:53Z (GMT) No. of bitstreams: 1 RoseMariTessimaDissertacao2018.pdf: 1081652 bytes, checksum: 7f7ef89d8ae46f3e8effe828853d2532 (MD5) / Made available in DSpace on 2018-08-09T19:11:53Z (GMT). No. of bitstreams: 1 RoseMariTessimaDissertacao2018.pdf: 1081652 bytes, checksum: 7f7ef89d8ae46f3e8effe828853d2532 (MD5) Previous issue date: 2018-02-26 / People with disabilities use banking services, however, in the empirical literature little evidence has been found linking the issue of the Person with disability and the accessibility with the offer of banking services. To characterize the theme, a literature review was carried out which emphasized: the technical standards. The legislation on Inclusion of Persons with Disabilities in the various segments of society. Their rights and obligations. The technological development that provides greater independence to the Person with Disabilities. Assistive technologies. Credit lines provided by banks for the acquisition of equipment, orthoses, prostheses and financing of architectural projects for residential accessibility. Banking applications for the segments of the Person with Disabilities. In this review it was found that there is a good evolution in the development of assistive technologies that seek to offer a better quality of life for the People with Disabilities. Brazil has good legislation regarding the rights and obligations of the Person with Disabilities, but there is still a way to be followed so that this legislation is understood, respected and fulfilled by Brazilian society, but this is a matter of cultural evolution that still lacks some time to consolidate. It was also found that there is a line of credit available to People with Disabilities, but it does not serve the entire population of people with disabilities. Banks are using technologies to provide care for this audience, such as screen reader, biometrics for customer identification, extracts in braille. Participants in the survey were People with Disabilities, with disabilities: physical, visual and auditory, who are clients of banks, not having been a profile of persons with associated disabilities. Having ascertained with the interviewees that they see their relationship with banks and banking products as "normal", not characterizing as good or bad, but very similar to what any ordinary citizen receives from banks, that many of his observations are common to other customers. / Pessoas com deficiência utilizam serviços bancários, entretanto, na literatura tem-se encontrado pouca evidência que relacione a questão da Pessoa com Deficiência e a acessibilidade com a oferta de serviços bancários. Para caracterizar a temática realizou-se uma revisão de literatura e análise documental que enfatizou: as normas técnicas; a legislação referente a Inclusão da Pessoa com Deficiência nos diversos segmentos da sociedade; seus direitos e obrigações; o desenvolvimento tecnológico que propicia maior independência a Pessoa com Deficiência; as tecnologias assistivas; linhas de crédito disponibilizadas pelos bancos para aquisição de equipamentos, órteses, próteses e financiamento de projetos de arquitetônicos de acessibilidade residencial; aplicativos bancários destinados ao segmento de Pessoa com Deficiência. Na análise, apurou-se que existe uma boa evolução no desenvolvimento de tecnologias assistivas que buscam oferecer melhor qualidade de vida para as Pessoas com Deficiência. Apesar do Brasil ter uma boa legislação no que se refere aos direitos e obrigações da Pessoa com Deficiência, ainda existe um caminho a ser percorrido para que esta legislação seja entendida, respeitada e cumprida pela sociedade brasileira, mas esta é uma questão de evolução cultural que ainda carece de certo tempo para se consolidar. Identificamos a existência de uma linha de crédito dedicada para as Pessoas com Deficiência, mas que não atende a toda esta população de pessoas com deficiência devido as regras de utilização. Observamos que os bancos estão utilizando novas tecnologias para oferecer atendimento para este público, tais como leitor de tela, biometria para identificação do cliente, extratos em braile. Participaram da pesquisa Pessoas com Deficiência, com deficiência: física, visual e auditiva, que são clientes de bancos, não tendo sido perfil pessoas com deficiência associada. Foi apurado junto aos entrevistados que eles vêm sua relação com os bancos e produtos bancários como “normal”, não caracterizando como bom nem como ruim, mas bem parecido com o que qualquer cidadão comum recebe dos bancos, que muitas de suas observações são comuns aos demais clientes.