The Effect of Virtual Cross-Cultural Experiences on Intercultural Competencies of Undergraduate Marketing Students

Abstract: Virtual Cross-Cultural Experiences (VCCE) are virtual meetings facilitated through web-enabled technologies such as WebEx, Skype, or WhatsApp that allow students in one country to hold virtual meetings with marketing students from a different country over the Internet. In the present paper, we describe and demonstrate how this innovation was used in two parallel undergraduate marketing courses to expose students to low cost technologies for virtual meetings and to enhance students´ability to effectively communicate in virtual team settings and adapt to culturally diverse environments without the more costly, resource intensive travel abroad experiences.

Full-Text Available: PDF

Authors: David Raska, Christina O´Connor, Denise J. Luethge, Bertie Greer