Intercultural Communication in the Advertising Industry

The book "Intercultural Communication in the Advertising Industry" by Christina Merl offers a comprehensive analysis of the challenges and opportunities arising from intercultural communication in the global advertising sector. In an era where companies are increasingly operating internationally and must adapt to rapidly changing market conditions, the author examines how a cross-border communication agency, StrawberryFrog, maximizes its position in the dynamic advertising world. By leveraging new technologies and recognizing cultural diversity as a valuable resource, the book illustrates how organizations can enhance their learning processes and knowledge exchange across geographical and cultural boundaries. The empirical study highlights the significance of intellectual capital and communities of practice for success in a competitive environment.