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Innovation, Corporate Strategy, and Cul tural Context: What Is the Mission for International Business Communication?

Eindhoven University of Technology, The Netherlands

Dan O'Hair

University of Oklahoma, Norman

Mathieu Weggeman

Eindhoven University of Technology, The Netherlands

Gerald Ledlow

Central Michigan University, Mt. Pleasant

H. Thomas Hall

University of Oklahoma, Norman

A global economy requires business organizations to cultivate their international holdings by respecting the national differences of their host countries and coordi nating efforts for rapid innovation. In this essay we first review relevant literature in the areas of communication and innovation and explore how efforts toward innovative practices are directly related to globalism and business strategy. We then focus on issues associated with national culture, corporate culture, and pro fessional culture that are relevant to strategies for researching business communi cation in global contexts. Finally, we suggest directions for future work.

Key Words: Implementation Strategies • Innovation • Organizational Communica tion • Professional Culture • Psycholinguistic Research • Technology-Intensive Companies

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