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Culture is very much about groups, and a basic need of groups is to be able to communicate, both at a broad level and also at a deeper level of meaning. At this deeper level, words, actions, and things have a special and specific meaning for the group and it can differ significantly from one culture to the other. This is why mastering and understanding cultural differences is crucial, in various situations:
(1) at a professional level: building up a team with people from different nationalities and performing as a team, (2) at a personal level: adjusting to life in a foreign country, (3) at a societal level: effectively working with remote international teams in the COVID period. Find out more about the event here.