Entre culturas anda el juego

1. Identification of the work

DE LEÓN CIVERA, José María, Entre culturas anda el juego: Comunicación intercultural e internacional, Barcelona, Libros útiles para la empresa de hoy, Granica, 20032. Identification of authors

José María de León Civera comes from the tourism and hotel and catering business, he is an expert in management and intercultural communication. Hehas represented Spain in Europublic (Brussels). In addition, he is a partner - director of Intercultural Office, he combines his activities as consulting, forming and lecturer with the collaboration inthe magazine of international trade called Moneda Única.

3. Problematique(s) structure

This book reviews to the basic concepts of the Intercultural Communication, key tounderstand the impact that the cultural differences have in the internationalization of the companies, organizations and any type of institution.

The companies, organizations andinstitutions of the whole world are immersed in a rapid and increasing process of internationalization. The relation with persons and culturally different entities is inherent in this process. Theglobalization of the economy, the technological advances, the development of the transport, the tourism ... they are generating an urgent need of improving our comprehension, communication and, definitively, therelation with people whose cultural environment is different from ours.

It is more and more frequent the need of companies, organizations and institutions of establishing andsupporting intercultural contacts that lead to intercultural satisfactory negotiations for the parts, of introducing and adapting services to markets with a different mentality and needs … for all this, isnecessary, to know how they think, work and behave in other countries and cultures. This book not only raises questions, but also gives answers:
What is the culture?
And the intercultural...