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Discourse‐based technology support for intercultural communication in multinationals

Nurit Zaidman (Department of Business Administration, Ben‐Gurion University, Beer‐Sheva, Israel)
Dov Te'eni (Faculty of Management, Tel‐Aviv University, Israel)
David G. Schwartz (Graduate School of Business Administration, Bar‐Ilan University, Ramat‐Gan, Israel)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 25 July 2008




The purpose of this research is to suggest a framework based on the discourse approach to analyze intercultural communication problems in multinational organizations. The paper also aims to suggest solutions to these problems by designing support in computer‐mediated communication.


The paper uses qualitative methodology to discover communication problems and strategies as they are used by employees in a multinational organization.


Communication problems and strategies were associated with differences between communicators at three levels of discourse: different assumptions about communication; different ways of structuring information and differences in style.

Research limitations/implications

The implementation of the suggested tools introduces potential sensitivities that need to be considered.


The paper highlights how to apply the discourse approach to the analysis of intercultural communication problems and suggests several implementations of computer‐mediated communication mechanisms and techniques that can effectively mitigate communication problems in multinational organizations.



Zaidman, N., Te'eni, D. and Schwartz, D.G. (2008), "Discourse‐based technology support for intercultural communication in multinationals", Journal of Communication Management, Vol. 12 No. 3, pp. 263-272.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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