Abstract
Abstract The goal of this paper is to study differences in communication between two cultures that are believed to belong to a low-context pole and represent “old“ and “new“ European. It is achieved in the context of the German-based MNE by investigation of the perceived differences between Estonian and Bavarian-based production units. An exploratory qualitative case study with ethnographic techniques proved that the reason for dysfunctional outcomes originated in how knowledge of norms was transferred and in differences in cultural orientations. It concludes that prior to organisational learning and development activities MNE managers should get training in intercultural communication
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