Cross cultural communication between developed and emerging markets: a qualitative study on small and medium-sized enterprise communication technology selection and utilisation

Small and medium-sized enterprises (SMEs) have been shown to be an integral part of economic development and job creation. Seeking growth opportunities, many SMEs are looking abroad; using information and communication technologies (ICTs) to gain entry to previously inaccessible global markets and production. One issue that arises is that communication preferences and the respective ICT tools used to engage in communication differs across high and low-context cultures. This interview-based empirical research looks to identify communication technology needs and preferences experienced by SMEs when attempting to use technology to establish and maintain working relationships across cultures.