12.3 Summary

Innovation is the acceptance of a new product or service on the market. Communication and appropriate behaviour is an indispensable element of success. We might have the best product or service, but how can we be successful when we are not able to communicate its innovative characteristics to potential clients while at the same time respecting the cultural norms and habits of their country?
Products, services and information are moving fast between countries and continents and if we want to be more than a simple passive observer, we need to understand what happens, we need intercultural and foreign language competence to gather information, to communicate and to behave properly with foreign customers.
Foreign language and intercultural competences are key skills to behave in an adequate way in situations when dealing with representatives with different cultural background - employees, business partners, clients. It’s a chance to learn and a challenge at the same time.

The main objective of this component was to raise awareness of the importance of foreign language and intercultural competence in business and supporting successful innovation. After reading and reflection upon personal and organisational needs and resources, we suggest that in order for you to reach this objective you should begin immediately to initiating concrete plans and actions. Failure to do so will result in ideas rapidly getting lost in daily routine…