%0 Journal Article
%T THE CONCEPT OF FRAMING IN CROSS-CULTURAL BUSINESS COMMUNICATION
%A GABRIELA DUMBRAV£¿
%J Annals of the University of Petrosani : Economics
%D 2010
%I University of Petrosani
%X Starting from the concept of cultural frames and their role in signifying human experience, the paper aims at pointing out that business communication, like any social interaction, is underrun by a process of framing, according to which individuals perceive, comprehend and appropriate otherness. Expanded to cross - cultural business communication, framing provides a clearer perspective on cultural divergence and ensures the acquiring of cultural sensitivity, which, in a global business environment, is of crucial importance for effective interactions.
%K frames
%K framing
%K globalization
%K cultural divergence
%K business communication
%K cross - cultural communication
%K cultural sensitivity
%U http://www.upet.ro/anale/economie/pdf/20100109.pdf