The message sent vs. the message received: designing training materials for Central and Eastern Europeans

The article is a case study embedded in theory which discusses the problems inherent in the cross-cultural dissemination of ideas and transfer of technology. It provides insight into how target audiences perceive the messages we send through their own cultural lenses. As the case study illustrates, one of the most important and difficult aspects of training in Central and Eastern Europe is negotiating meaning when we come from such different political and economic cultures.