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

Abstract

A global economy requires business organizations to cultivate their international holdings by respecting the national differences of their host countries and coordinating 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 professional culture that are relevant to strategies for researching business communication in global contexts. Finally, we suggest directions for future work.Prior to the dawning of the new millennium, much was written about innovation, culture, globalism, and strategy. Commentaries on organizational vision, effectiveness, direction, and mission usually noted the necessity to innovate and expand beyond normal limits and borders. Inherent within discussions of innovation and globalism are issues relating to national and organizational culture, and to a lesser extent the professional cultures of members of innovative, globalized business firms. What are the

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