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.

中文翻译：

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使用本土广告方法进行跨文化研究中的知识创造

摘要本研究调查了以联系为基础的以学生为中心，以输出为导向的方法论对跨文化研究中的知识创造的影响。这项任务涉及选择本地商业广告，在这些广告中，学生应以虚拟团队的形式工作，并从印度，奥地利和俄罗斯这三个国家的参与者中了解其口译的文化差异。调查结果表明，学生以独特的方式获得了有关东道国文化的知识，并通过有趣的互动将事实和小说区分开来。此外，该练习还有助于发展全球思维，并改善团队合作，时间管理，决策，批判性思维和许多其他技能。