The Cost of Thai - Chinese Business Communication from the Perspective of Intercultural Management

  • dehua xi panyapiwat institute of management


         Throughout the current age of globalization, the cost of business communication between transnational companies and their staff attributable to cultural differences has continued to increase, leading to investment failure; this is an important and serious problem faced by multinational companies. This research is the first to study this using first-hand interview data, and it analyzes the impact of the three dimensions of cognition, attitude and behavior through the application of grounded theory on the cost of business communication from the perspective of cross-cultural management theory in order to understand the effect of interrelationships on business communication costs. The qualitative evidence is analyzed and used to test the four propositions of model. The conclusions are: 1) The intersection area of cognition and attitude has an effect on cost. Further, the sub-dimensions of direction and speed also have an effect on cost. 2) The effect of the three-in-one area of cognition, attitude, and behavior has relevance with respect to Chinese-Thai business communication costs. 3) The three-in-one cross-sectional area of cognition, attitude, and behavior has a degree of impact on the relevance of Chinese-Thai business communication costs. 4) The direction of the three-in-one area comprehensive factor has a strong correlation with the cost of communication or profit. The findings enrich the literature on the subject of cross-cultural management and business communication, and have certain practical and reference value for understanding the situation and operation of Chinese enterprises with respect to business communication with foreign staff. They also contribute to understanding the effect of Chinese business communication on overseas operations.


Keywords: Transnational cultural management, Business communication costs, Cognition, Attitude, Behavior



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How to Cite
xi, dehua. (2021). The Cost of Thai - Chinese Business Communication from the Perspective of Intercultural Management. Thai Journal of East Asian Studies, 25(1), 15-31. Retrieved from
Research Article