Those who marketed the "Fly in Leather" campaign did not bother to learn about the people, their language, or their culture in the countries where they would launch their campaign. Not only did American Airlines suffer financially, but also their obvious lack of researching the Mexican language damaged their reputation and trust - the key elements of building lasting relationships in a multicultural enterprise.

What American Airlines leaders did not take into consideration is that the aviation industry is not unique to one culture or one language. It is an industry that spans the globe and serves people from around the world. Throughout time, the aviation industry has grown rapidly and so has the aviation workforce and customers.

From your chapter readings on high- and low-context cultures and additional resources in 2.1 Readings & Presentation, answer the questions below:

1. Is the Mexican culture a high- or low-context culture? Why is this important regarding the mistake made by American Airline's marketing campaign?
2. What could American Airlines have learned about the communication consequences of high- and low-context cultures?
3. Table 1, page 9, of Ken Button's (2008) research, The Impacts of Globalisation on International Air Transport Activitylists American Airlines as one of ten large airlines transporting passengers around the world.
   • Why is it important for American Airline leaders and employees to understand the cultural value of high- and low-context cultures?