Using Native Advertising Approach for Knowledge Creation in Cross Cultural Studies

ABSTRACT

This study investigated the impact of a student-centric, output-oriented methodology based on the principles of connectivism for knowledge creation in cross-cultural studies. The task involved selection of native commercial advertisements in which students were expected to work in virtual teams and find cultural differences in their interpretation between the participants from three countries, India, Austria and Russia. Findings showed that the students acquired knowledge about the host countries’ cultures in a unique way and distinguished between facts and fiction through interesting interactions with one another. Additionally, the exercise helped developing a global mind-set along with improving teamwork, time management, decision making, critical thinking and many other skills. The work recommends designing and developing such exercises for teaching effectiveness and knowledge creation in International Business which are more practical and applicable in the real life.

KEYWORDS:

• Global mind-set
• international business
• technology
• connectivism
• collaboration
• cross-culture
• student-centric

Disclosure statement

No potential conflict of interest was reported by the author.

Notes

¹ https://en.wikipedia.org/wiki/Associative_group_analysis

Additional information

Notes on contributors

Archana Shrivastava

Archana Shrivastava is an Associate Professor & Head- Business Communication Area at Birla Institute of Management Technology in India.  She holds 20 years of rich teaching, researching and training experience. Dr. Shrivastava earned her Ph.D. and M.A. in English literature. Her current research and publications are in the area of Communication, Learning through virtual collaborations, Role of media in knowledge creation, Use of technology in higher education, leadership, Team building, Skill development and Intercultural Communication. She is a recipient of a travel grant awarded by AICTE in 2015 for presenting her research study at Columbia University in New York. She is also a recipient of the best paper award in 2017 at the conference in Oxford university & in 2018 at the international conference at Teri University.