1. What do you mean by culture?

Culture is not only about nations or countries, but it can also be about people as members of a particular group, for example, corporate culture, team/group culture, individual culture and national culture.

2. What is the difference between cross-cultural training and intercultural training?

Cross cultural training tends to focus on particular behaviours or attributes of specific cultures, often resulting in some sort of comparison.

Intercultural training tends to focus on social interaction between people from different cultures. However, the distinction between both is often blurred in practice.

3. What is the difference between intercultural awareness or sensitisation and cultural briefings?

Intercultural awareness or sensitization: being aware of the existence of a number of different cultures and types of culture and of their importance in all forms of human interaction, in private and working life.

Cultural briefings: acquiring information about how particular cultures operate and manifest themselves.

4. Why is cultural competence so important?

Globalisation and the increase of multiculturalism means that being able to work successfully in an international context is becoming increasingly important in today’s business world.

It requires not only expert knowledge of your job, but also the skills and ability to work well with people from different cultures.

5. Why is it necessary to improve my business English?

In order to conduct international business successfully, efficiently and effectively, business people from non-English speaking cultures are becoming increasingly aware of the need and importance to develop and improve their English language, communicative and management skills.