Global Managerial Communication ISP course

February 23, 2015

We are ready to start the Global Managerial Communication course at the ISP MBA!

Here you can find the course material, and here is the course presentation:

Global Managerial communication ISP MBA St Gallen

In the course we will have several interactive activities and two guest lectures: Ms. Ashwanden on February 24th and Prof. Dr. Anick Tonti on March 10th. Prof. Tonti is a diplomat who works at the Swiss Agency for Cooperation and development: she will help us understand and communicate better in the Arab World.

I’m looking forward to meet the participants!

Visual Metaphors in Intercultural Context

December 11, 2014

Today I’ll be giving a guest lecture on “Visualization & Visual Metaphors in Intercultural Context” in the Management Atlas master course at the University of St. Gallen. Here you can find the presentation:


Presentation link:

The references for this lecture are:

Bresciani S., Eppler M. (2010). Glocalizing visual communication in organizations, In: Bertagni, B., La Rosa M., Salvetti, F., Glocal working (pp. 233-251). Milan: Franco Angeli.

Bresciani, S. (2013). Organizational communication with visual mapping: Comparing East and West. In: D. Ingenhoff (Ed.), Internationale PR-Forschung (pp. 37-52). Konstanz: UVK Verlag.

Bresciani S. (2014). Do you see what I see? The effect of culture on the reception of visual communication. In: S. Poutiainen (Ed.), Theoretical Turbulence in Intercultural Communication Studies (pp. 81-100). Newcastle Upon Tyne: Cambridge Scholars Publishing.

Presentation at the International Conference on Communication, Media, Technology and Design

April 23, 2014

Our study on “THE EFFECT OF KNOWLEDGE VISUALIZATION ON ATTITUDE: SCALE DEVELOPMENT AND APPLICATION IN EUROPE AND CHINA”,has been accepted for presentation at the International Conference on Communication, Media, Technology and Design.

I conducted this study with Prof. Jianxin Ge and Yaru Niu (Sharon) of the Central University of Finance and Economics of Beijing, China.

This is the presentation of the study which I will give next Friday April 25th at 9am in Hall 2attitute-toward-the-strategy-scale-and-experiment


Visual representations of information can offer several benefits compared to textual communication: this study examines the effect of knowledge visualization, compared to a textual control condition, on attitude toward the content, specifically a company strategy. A scale of attitude for this specific context has been developed and tested in Europe and China. The study outcome provides a parsimonious and effective tripartite scale of attitude with cognitive, affective and behavioral components. The scale is then applied to a different sample to test the effect of visual mapping on attitude toward the content, and to test for the moderating effect of culture (Europe and China). The results of the experiment show that subjects exposed to the visual conditions had a significant more positive affective and cognitive attitude toward the content.

Mastering Intercultural Communication (Management for the Legal Profession)

February 12, 2014

Here you can find the link to the Prezi presentation for the module Mastering Intercultural Communication, which I’m teaching at the University of St. Gallen for the executive school, Management for the Legal Profession.


The suggested reading for the module is: Samovar, L., Porter, R., & McDaniel, E. (2011). Intercultural communication: A reader. Cengage Learning.

Case study on Intercultural Management Communication (West and East Asia)

February 11, 2014

Our latest case study can now be found on The Case Centre website: it focuses on Intercultural Communication issues in managing a multicultural work force in a public school in Thailand.

Rydalch K., Bresciani S. (2014). The cross-cultural adventures of a young Westerner, leading expatriates in a Thai public school. Case study, Reference no: 414-010-1 The case centre.

Bresciani S., Rydalch K. (2014). The cross-cultural adventures of a young Westerner, leading expatriates in a Thai public school. Teaching note, Reference no: 414-010-8 The case centre.


The case portrays the real story of a young American who takes an educational job in South East Asia. The story narrates the cross-cultural challenges associated with the interaction of foreign teachers with the local administration of the public school in Thailand. Shane, despite having lived for two years in Thailand and being fluent in the language, is surprised by the local management practices: he was often asked to conduct a number of extra-curricular activities which were not outlined in his work contract, such as organising trips for the students, setting up an English club or supervising students who were preparing for a singing competition. Shane feels overwhelmed by the collateral activities, and frustrated when he is often interrupted during class for what he considered trivial reasons. A critical incident evolves when all teachers are asked to participate in decorating the school for the upcoming conference of local schools. The major argument between Shane (as the spokesperson of the foreign teachers) and the Thai administrators, helps to shed light on the causes of the mutual misunderstandings. These episodes help learners gain insights into cross-cultural management, different leadership models across cultures, and intercultural communication challenges which persist beyond language issues and knowledge of the local culture. Through the case, the readers can learn about typical sources of cross-cultural misunderstanding when Westerners and Asians collaborate, with particular focus on the public education sector. By analysing the case, readers should identify the major critical incidents occurred, explain their underlying causes making reference to theories of cross-cultural communication and management, and propose best practices and strategies for conflict resolution.

Special thanks to Kyle Rydalch for writing this wonderful case!

CEMS Intercultural Management Communication Presentations

May 1, 2013

Great presentations were delivered by the St.Gallen CEMS Master students, for the Intercultural Management Communication course.

The presentations were both entertaining and insightful: very talented students and great actors!

Untitled-4 Untitled-1 cems3


More pictures are available on the course webpage

Visualization & Intercultural Communication @ MIC

April 23, 2013

This is the presentation for the MIC, Master of Advanced Studies in Intercultural Communication of the Università della Svizzera italiana.

The topic of the course is Linguistics and Semiotics, and my module is on Visualization & Intercultural Communication:


Business Communication in the Arab World

April 7, 2013

Dr. Annick Tonti just gave a very interesting guest lecture at the University of St. Gallen on “Working in the Arab World”

Based on her 40 years of experience in Asia and in particular in the Arab World, she shared with the students her insights on communicating with Arabs in business settings.

First she gave an introduction on the historical developments of the Arab World, a culture with 5 thousand years of history.

She stressed the importance to build a relationship with the business partner first: agreements and negotiations cannot be made straight away as in Western countries. “In the Middle East, they don’t do business if they don’t have a good relationship with you,” “They do not disassociate business and personal relationships.” For more details see:

Islamic banking is particular because it is usually based on Islamic law, the Sharia.These laws include the prohibition of taking interest, prohibition of unproductive speculation and prohibition of debt arrangements. What does it mean? Profit and loss are shared between the lender and the borrower.

Finally, Islamic law prohibits the financing of “sinful activities” (haram) such as the production of alcohol and tobacco or gambling.

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