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Innovation and International Business Communication: Can European Research Help to Increase the Validity and Reliability for Our Business and Teaching Practice?

1999 Outstanding Researcher Lecture

Eindhoven University of Technology, The Netherlands

We can improve the validity and reliability of business communication research by using both quantitative and qualitative methods and studying both real life and simulations. Studies should build on both American research on strategy and innovation and European research on psycholinguistics and perception. Studies of culture need to consider not only national culture but also corporate and professional culture; studies need to investigate new media. Quantitative simulated repeated multiple-case research might increase reliability. Studying real-life events increases ecological validity. Studying psychology, language, and the right culture provides content validity. These principles are illustrated with research about intercultural negotiations.

Key Words: Validity • Reliability • International Business Communication • Research Methods • Negotiation

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