West Meets East: Lessons Learned from Misunderstandings During Market Expansion in Russia

  • Vincent Montenero
Part of the Palgrave Studies of Internationalization in Emerging Markets book series (PSIEM)


The purpose of this book chapter is to consider how misunderstandings occur, amplify in time, and influence the outcome of a Western European corporation originally established in Russia. While conventional literature generally studies the nature of misunderstandings between two individuals, which occur at a given moment in time, we intend to focus on longer chains of communication. Research demonstrates that difficulties can arise prior to actual exchanges and that the approach, as promoted by Intercultural Communication experts does not go far enough to guarantee good communication between partners. Our data analysis has helped us identify; (i) numerous malfunctions in relation to the “other”, prompting the outbreak of misunderstandings, (ii) intercultural aspects that may broaden recognition of the problem, as well as (iii) behaviours that block the process. This chapter aims to create an initial general overview of the process and help define and refine future comprehensive training.


Russia Strategic alliances Misunderstanding Intercultural communication Supplier–customer relations Trust 


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© The Author(s) 2020

Authors and Affiliations

  • Vincent Montenero
    • 1
    • 2
  1. 1.Department of Law and Social Sciences, Faculty of Business and EconomicsMendel UniversityBrnoCzech Republic
  2. 2.Associate Researcher at CEFRESPragueCzech Republic

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