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The paper deals with new roles of communication in the global business environment which is increasingly becoming intercultural and being intercultural is a necessity when doing business globally. Companies have to face the reality of intercultural environment which brings both advantages and drawbacks. Without the awareness of this fact we are not able to suceed in the market and the prospects for competitiveness are limited. The paper focuses on the trends current applied linguistics can bring in developing intercultural communication in the global business market.
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Marcel Pikhart (2014) studied this question.
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