LOCAL CASE/EXAMPLE

Context: Traditional culture and digital culture

Description: Company A is communicating with their customers mainly through social media. Company B is using telephone calls and fax messages. If company A and B start making business together what will be their predominant form of contact?

In depends on the countries, their customs, also their willingness to adopt to the new situation. It is also the time zone that will matter and the working habits. The digital transformation in the countries of question will matter and impact the future of the business.

Lesson Learnt: Cultural diversity can cause cultural issues, but also provoke cultural change towards a more digital culture. The process is unavoidable for those who want to keep up with the pace of living and be modern citizens. Cultures also learn from one another, get inspiration and inspire themselves. However, digital communication doesn’t overcome cultural differences, but it is a driver towards the integration of cultures. Cultures should also be respected in communication; whichever mode is used.