Insights Into Intercultural Communication: Adrian Borggreve Delivers Session to Students

01.11.2024

Guest Lecture Features Discussions on Various Aspects of Business Communication

To provide students with valuable insights into navigating an intercultural business environment, Wittenborg recently hosted the guest lecture ‘Disputes and Conflicts in a Cross-Cultural Business Context’. Offered to a group of bachelor’s students, the session was delivered by Adrian Borggreve, an experienced academic and professor who has worked at Saxion University of Applied Sciences and Hannover University of Applied Sciences and Arts.

During the activity, Borggreve discussed various aspects of intercultural communication, encouraging students to understand cultural differences and adjust their actions and behaviours according to different contexts. Among other topics, he introduced the notions of high and low-context cultures, cultural assumptions about time and the concepts of linear-active, multi-active and reactive people. Additionally, the professor provided hints and tips on how to negotiate and interact with individuals from different cultures.

According to Borggreve, these topics are fundamental for business students because, in our globalised business environment, professionals from different cultural backgrounds come together to work on projects and negotiate. “Cultural differences can easily lead to misunderstandings, stress or even serious conflicts. To succeed when working with business partners or colleagues from different cultural backgrounds, it is essential to understand and respect their manners and values, and, if possible, turn these differences into synergy and mutual gain,” he says.

The scholar adds that, while culture can be a form of soft power, it may also have hard consequences. “While knowing cultural theories and tools doesn’t guarantee an in-depth understanding of the essence of other cultures, it provides a useful foundation for building awareness and understanding.”

Indonesian student Freya Lee, pursuing a Marketing, Communication & Information (MCI) degree in Business Analytics, commented that the guest lecture was engaging and relevant. “This will definitely be useful if I end up working for an international company, because it will make me more aware of my actions, helping me to be more respectful and preventing misunderstandings.”