Nowadays, transnational businesses are exploring opportunities around the world and at the same time trying to be receptive towards cultural differences. Recent studies indicate that while some corporations vie successfully in the global marketplace, others have failed to sustain their competitive advantage because of cultural imperialism or due to paucity of knowledge of their managers on international assignment. Corporate analysts argue that in order to gain from the abundance and growth of international venture, the key to global business success depends on effective cross-cultural etiquette and global workforce diversity management.
Other significant studies emphasized that managers worldwide should be trained in interpersonal relationship and group communication competence, and should be equipped with cross-cultural negotiation skills that can maintain universal competitiveness. Increasingly, corporations recognize the value of preparing global managers, because business objectives are not being achieved primarily because of deficiencies in cross-cultural etiquette. Against this background, this study provides a constructive evaluation and analysis of the role of business etiquette for managers in an international arena, within the context of cross-cultural communication.