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Posted By : Norma Garnica
4/23/2020 1:27 PM
Nowadays, in the time of globalization and internalization, intercultural communication is very important. Since international business has become one of the most popular forms of business, it is increasingly useful to possess cross-cultural communication skills in order to create successful marketing strategy, expand business, and gain more audience. Modern society comprises huge diversity of nationalities thus requiring a successful businessperson to communicate with each of social groups equally and be able to adapt products considering every customer’s need. In this regard, the skills of cross-culture communication are the key to success in international business especially used in methodology https://master-dissertation.com/methodology.html. In order to get better understanding of proper application of the discussed skills, it is sensible to pay attention to the peculiarities of modern culture. Generally, it can be divided into two large groups: collectivistic and individualistic type of culture paradigm. For Western world, where individualism is a dominating personal characteristic, it is usual to have employees, who appreciate facts and contracts and whose work is based on direct strategy. This kind of approach can also be called a low-context culture. On the contrary, for Asia and Africa it is common to be collectivist and concentrate on interpersonal characteristics. Such approach is known as high-context culture, which implies that business representatives are more focused on teamwork rather than on individual accomplishments. In the case of cooperation between two representatives of different cultures, which are mentioned above, the problems with communication and misunderstanding might occur, so proper application of cross-culture management skills will help to avoid potential issues. Another important aspect of culture differences that may lead to misunderstanding is non-verbal communication. In the Western world, it is natural to gesticulate actively, and, for example, point at the desk using a finger, while in the Eastern countries it may be considered inappropriate. Likewise, in some of the Asian countries, eye contact may be regarded impolite, or even aggressive. Therefore, it is important to consider all the details regarding communication specifics. A tendency in modern world that a successful manager should avoid in intercultural communication is ethnocentrism – an attempt to consider the domination of one culture over others, and of course, which in most of situations is related to Western culture. Although it is rather natural to be proud of the culture one belongs to, ethnocentrism can lead to serious conflicts with business partners from other countries. Therefore, a skilled, professional businessperson should avoid ethnocentrism and always be tolerant, patient, and open-minded, as well as never allow cross-culture risk to interfere in international business process. Nowadays, the most popular strategy in international business is adaptation of the product. Due to the specifics of particular culture, companies change their product to adjust it accordingly. This marketing strategy became popular after a few confusing situations, which were caused by ineffective cross-culture campaign application. For example, General Motors made such discomfiture, when its ad slogan "Body by Fisher" became "Corpse by Fisher" in Flemish. Another hilarious example of poor cross-culture management work was a Colgate-Palmolive toothpaste called "Cue", which was released in France at the time when a pornographic book about oral sex with the same name was widely circulated in the country. One more confuse happened to Parker Pen Company: it could not advertise its famous "Jotter" ballpoint pen in some languages because the translation sounded like "jockstrap" pen. Consequently, the importance of intercultural communication is obvious, as every international business deals with different kinds of integrations with the variety of social groups. In this regard, a successful cross-culture manager should consider numerous points in communication with a foreign partner including the specifics of the culture, the nuances of non-verbal communication, language aspects, and the danger of ethnocentrism. A professional has to be able to avoid cross-cultural risks and be tolerant, patient, and respectful of other cultures’ values. The above strategy will help the company to expand their business, gain new target audience, and be successful in negotiations throughout the world.
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bmi calculator 7/16/2020 2:54 PM
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