Article 2:
Communication in international business- to- business marketing channels
Does culture matter?

This article deals with the question if and how cultural variations influence channel communication . Finding show that there is a relationship between culture and channel communications in international channels. The autor , Bert Rosenbloom, described Hall’s (1976) proposed high-contex versus low- contex dichotomy to explain the different cultural orientations. It is a simple two category basis for grouping the cultures of many different countries to help understand the hidden codes in communication, stemming from „cultural distance“. The expressions "high context" and "low context" are labels which shows the cultural differences between societies. High-context and low-context communication refers to how much speakers rely on things other than words to convey meaning.

First, Hofstede's cultural model and the model approaches
Hall presented, where the main cultural differences are described.
The cultural model of Hofstede with its five dimensions and the corresponding index values provides information about cultural differences and their possible impact in intercultural cooperation.
The five dimensions in Hofstede's cultural model, "power distance", "collectivism versus individualism," "femininity versus masculinity," "uncertainty avoidance" and "long-term versus short-term orientation". Together, the five dimensions of a cultural model in which differences can be measured between cultures.
With regard to the communication behavior and the importance of social relationships the intercultural researcher Hall differenced between high and low- contex cultures. In a low- contex culture, messages are explicit and words carry the major portion of the information. As a contrast, in high- context cultures all communication channels are open, as well as the