STRATEGIC CROSS-CULTURAL COMMUNICATION COMPETENCE AMONG GENERATION Y LEADERS: AN INTEGRATED FRAMEWORK IN INTERNATIONAL BUSINESS UNDER ECONOMIC UNCERTAINTY
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Abstract
This academic article explores the development of cross-cultural strategic communication competencies among Generation Y (Gen Y) leaders in the context of economic uncertainty from 2019 to 2025. During this period, challenges such as the COVID -19 pandemic, geopolitical conflicts, technological disruptions, and global capital mobility significantly affected leadership communication within international organizations. These changes required that Gen Y leaders—who are recognized for their digital fluency, cognitive flexibility, and preference for transparency and participatory engagement to adapt their communication strategies to meet complex global demands. Grounded in the theoretical frameworks of Gen Y leadership, strategic communication, and intercultural communication, this study synthesizes existing literature and proposes a conceptual framework for developing communication aligned with globalization. The analysis identifies three essential dimensions: 1) time sensitivity and responsiveness to change, 2) transparent and credible communication, and 3) participatory engagement within multicultural teams. Moreover, cultural awareness and contextual adaptability are emphasized as crucial intercultural assets that enhance leadership effectiveness in cross-border environments. The article concludes by offering strategic recommendations for leadership development, including training programs, adaptive leadership models, and intercultural competence enhancement. These insights aim to equip Gen Y leaders with the necessary communication capabilities to effectively navigate and lead international organizations effectively in times of volatility and global transformation.
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