In this section Dr. Trompenaars talks about the relationship between globalization and intercultural communication. He discusses language, particularly the role of English, and how the different types of company introduced in Part 2 may use English or other languages.

Here Dr. Trompenaars starts by analysing the concept ‘globalization’ and why it can lead to problems in international business. He also discusses how some cultures apply a very consistent, ‘universalist’ approach to life, whereas others may see things in a much more particular, case by case manner. He then relates how such approaches can determine how different types of businesses work – whether as globalised, multi-local or trans-national firms, and how you can recognize them.