The subject undertaken by the Authors is important both from a theoretical and practical point of view (...). The publication constitutes an interesting cognitive study on the importance of cultural differences in business communication.

    The publication focuses on the cognitively interesting and current issues related to the sources, nature and consequences of the occurrence of cultural differences. It is worth mentioning in particular the author’s tactful combination of two research perspectives including cultural differences and communication processes.
    The beneficiaries of the books will certainly be academics and students. That is due to the scientific quality of the argument, multiplicity of sources and scientific language. On the other hand, it contains a number of exemplifications, practical illustrations and graphic forms of presentation of various thoughts (...) there is nothing to prevent the book from hitting the desks of managers and specialists in various general and specific management problems.

    The book takes into account the multiplicity of research approaches and perspectives. It is based on the review of empirical research, methodological and theoretical aspects, including from the field of sociology, anthropology, psychology and intercultural linguistic analyses, important for business activities conducted on culturally-different markets. The authors, assuming that communication is culture and culture is communication, focused on the synthesis of the issues explaining the intricacies and complexities of intercultural communication in business.
    In the chapters of the book the following topics have been covered: the essence of communication and intercultural competencies among business representatives as a consequence of globalization, conditions of communication for culturally diverse markets, analysis of verbal and nonverbal communication in the intercultural space in order to ultimately refer to the specific area, that is, the building of the advertising message directed to customers on culturally different markets.

Małgorzata Budzanowska-Drzewiecka – Assistant Professor at the Institute of Economics, Finance and Management at the Jagiellonian University, where she obtained a doctorate in management. Member of the Board of Editors of the Jagiellonian Journal of Management. The author of research and popular-science papers concerning the behaviours of young consumers. She is currently conducting research on the search for market information on the Internet by consumers, new forms of marketing communications and cultural differences.

Aleksander S. Marcinkowski – employee of the Institute of Economics, Finance and Management at the Jagiellonian University. An organization sociologist who conducts research in the field of sociological theory of management, management of public organizations (expert of strategic management in local government in the Malopolska School of Public Administration and the Canadian Urban Institute 2002-2003), entrepreneurship and the SME sector, the labour market. An author and co-author of over 60 articles and 10 books published in Poland and abroad. Scholar at Oxford University (Nuffield College), Johns Hopkins University (Bologna Center) and the University of Heidelberg (Alfred Weber Institute).

Agata Motyl-Adamczyk – entrepreneur, business consultant and mediator. She does research on theoretical and practical issues of mediation, communication, intercultural negotiation and conflict resolution. Previously associated with the Tischner European University and the Jagiellonian University in Kraków.  An author and co-author of numerous research and journalistic articles.