Intercultural Communication in the Advertising Industry

Organisations are under pressure to keep pace with a §fast changing, highly competitive, and increasingly §global business. To continue to grow and thrive in §this environment, global players need to make use of §the new technologies; recognise knowledge and §knowledge workers as their most important asset; §maximise cross-cultural and cross-border knowledge §exchange to find innovative solutions for their §clients; and encourage their organisational learning §process.§The present empirical study takes up the chance to §explore how one single cross-border communications §agency, StrawberryFrog (SF), herein defined as a §technology-enabled, geographically dispersed §organisation overlaid by a community of practice, §maximises its position in the volatile international §advertising industry by making use of the new §information technologies, recognising intellectual §capital as a key asset, treating cultural diversity §as a resource, and leveraging the functionality and §benefit of communities of practice to encourage §their organisational learning and knowledge sharing §processes across geographical borders, cultural §boundaries, and time zones.