Introduction For the course of International Management the following assignment has been giving with the objective to select a topic in the field of International Management. The topic for this paper is Cross-cultural Communication in Marketing/advertising. Communication is such an important part of everyone’s daily life, not only in one’s personal life but also in organizations. Also now a day, we are becoming every year more and more global and working with different countries and cultures around the world. Henceforward, globalization is increasing, which makes communication a very important part of doing business internationally. Every organization has their own way of communicating and doing business with others. They have their …show more content…
Market segmentation: The process of dividing a market into distinct groups of buyers who might require separate production or marketing mixes (Wells, Burnett, & Moriarty, 2006). Advertising: Paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience (Wells, Burnett, & Moriarty, 2006). Globalization: The process of social, political, economic, cultural, and technological integration among countries around the world (Luthans & Doh, 2012). 1.2 Advertising Messages: International Management Communication is the process of transferring meanings from sender to receiver. On the surface this appears to be fairly straightforward process. On analysis, however, there are a great many problems in the international arena that can result in the failure to transfer meanings correctly (Luthans & Doh, 2012). Communication – verbal and otherwise – remains an important dimension of international management, and there are different communication styles, how communication is processed and interpreted, and how culture and language influence communication and miscommunication (Luthans & Doh, 2012). One way that perception can prove to be a problem in international management communication is the very basic misunderstanding caused when one side uses words or symbols that are misinterpreted by others. Many firms have
First of all, to have an effective communication one must send the message according to the receiver 's culture, customs and learning process. There are some major barriers by which effective communication can be hampered. For example, companies have to be aware of what their brand name will be when it is translated in another language. Since sometimes when a company “renames” their brand in foreign country, it might totally change meaning of its original meaning. It will be embarrassing if the “new” name delivers wrong message that company does not
In my previous professional role, it was imperative that I obtained an effective level of intercultural communication competence. I managed U.S. employee communications for unplanned system issues which often had a downstream global impact within the organization. As a result, many of my communications were tailored for a global audience which consisted of the United States, Asia-Pacific, Latin America, Europe, Middle East, and Africa regions. Prior to a sending an employee communication for a system issue, there was always a global business call with all stakeholders to discuss the details and determine which region would lead the communications. The region designated to lead the communication had a challenging task of tailoring the message
Culture within the society helps to develop values, norms, languages and protocol that influence behavioural pattern of the people living in the same society. It has been assessed that culture is among the prime factors that can have major impact on the effectiveness of the communicational process. Many studies have highlighted the fact that culture influences the way of thinking of an individual that can have major impact on the communication pattern of the strategies (Mazanec et al. 2015). For that reason, organizations often try to develop effective strategies to utilize cultural diversity for capturing different perspectives to a particular decision. Specifically, globalization has made proper management of cultural diversity is necessary within organizational structure. In this study, the focus will be on different perspectives of cultural diversity in order to provide an in-depth analysis regarding effective cross-cultural communication. The study will also focus on highlighting the kind of strategies that the management of different organizations will utilize in order to develop appropriate cross-cultural communication. It will also provide an idea regarding the effective management of cross-cultural communication can have on the effectiveness of the operational process of organization. Furthermore, the study will provide an idea regarding the impact of
Understanding the communication challenges among cross-cultural setting and offshore teams and understanding the ways to minimize the challenges will help everyone to reduce communication issues and increase performance. Many US based companies are utilizing the teams from India and china to reduce the product development cost. While reducing the cost, using offshore teams, they face multiple cross cultural issues. Management needs to understand these kinds of issues and way to solve or mitigate the risk. Knowledge of cross-cultural teams and various ways to communicate effectively will help minimize the miscommunication issues and help understand the cross cultural teams. Multiple researches have been done on how the people from various cultures communicate. “Particular societies tend to have distinct ways of working, and they can prove problematic when attempting cross-border collaboration. For example, Indian software companies have found they need to approach communication with U.S. and Japanese clients in very different ways. U.S. client companies normally work with extensive written agreements and explicit documentation, reinforced with frequent and informal telephone and email contact. In contrast, Japanese clients tend to prefer verbal communication, more tacit and continuously negotiated agreements, and less frequent but more formal use of electronic media” (Krishna, Sahay & Walsham, 2004). This means we cannot generalize how people prefer to communicate. It depends
With the increased proliferation of organizational settings across many industries, businesses and the staff members need a more complex understanding of intercultural communication. With that in mind, it is also important that businesses and their employees engage in an intercultural communication evaluation and make serious adjustments to address the needs of both the consumers and the producers. As a result, businesses can elaboratively work toward a future of multicultural connection and free from stereotypes and discrimination. To support this collaboration, three prestige industries around the world have been chosen. The three industries—Iberdrola, Energia De Portugal, and AES Corporation—will help to make a beneficial impact on different cultural populations with an addition of explaining their functionalities among those cultures.
In business communication is key. All successful relationships are built through communication, trust, loyalty and respect are built through good communication. So, it is no surprise that the Administrative Management Society found that 80% of managers rated communication as the most important skill of perspective employees. Another study conducted by a college placement service found that hundreds of college alumni believe that communication abilities were more important to their job success than their actual majors. Most people tend to focus on the verbal portion of communication, often forgetting about the non-verbal portion. Research shows when non-verbal cues contradict verbal ones, people tend to believe the non-verbal behavior especially when it comes to feelings and attitude. With advancements in technology the world has become smaller which has increased the amount of cross-cultural communication, especially in business. Not all cultures have the same communication styles, so it is imperative to understand cultural differences in order to have successful international relationships. This memo will specifically focus on the differences and similarities in communication styles, specifically non-verbal, between the United States of America and Colombia.
In this era of globalization, many companies and organizations often heavily dependent on the international trade which are the main industry to keep their business running. Indeed, even with information on how the business can grow internationally, some business frequently fails to keep up the importance of cultural understating in the business itself. Further, it is often leads to the lack of understanding and decreasing of performance to achieve its goals. In this essay, the writer will describe the importance of understanding the cultural difference in business communication. Further, the writer also emphasizes on the three major issues that is commonly forgotten, such as Cross cultural communication issues, workplace etiquette issues, and organizational hierarchy. In addition, the writer then gives an example of the company who fails to understand the cultural difference in an organization or businesses.
According to the works of Chaney & Martin (2011) and Harris & Moran (2000), they agree that international management skills are in need for the increasing scope of international trades and investments. A large number of multinational companies have expanded their businesses through both developed and developing countries. Some of the business invest directly and others are partnership arrangements and strategic alliances with domestic operations. Their studies show that independent entrepreneurs and small businesses have started investing and competing in the world marketplace. Thus, to acquire corporations’ objectives, there is exceedingly a necessity for the development of strategic framework for cross-cultural management and communication in the current competitive global market. Chaney & Martin (2011) also noted that, cultural awareness and cultural differences are strongly important to the multinational corporations’ success. A good understanding of the culture where business is implemented can make international managers productive and effective.
For example, Hewlett Packard (HP) understands that there are communications problems between their India subsidiaries and the U.S. office, because in general, Americans and people from India communicate differently. The people from the different offices (from each culture) believe they are making changes and adjustments/accommodations to fit or agree with the other, but those adjustments/accommodations are not necessarily the changes that are required; these changes are oftentimes only what these people assume are needed.
Communication is a process in which the flow of information is irreversible. Once the message is sent, it is not possible to get it back without delivery. So it is very important for everyone to have a basic understanding about the communication process. An effective communication process is considered a two-way process in which the sender sends the information through various channels and the receiver receives the information. But a proper feedback ensures the sender that the receiver has received the right information. So if it is found that the
Due to the rapid development of economics and also increase in the globalisation the multinational firms are becoming more prevalent. The challenges that the present managers of these multinational firms are facing are due to intercultural communication. Many researchers say that the differences in the culture eventually influence the communication, performance and management of the organization. Organizations that are planning to expand their business in the international countries have to face various cross-cultural challenges.
At a global platform, a multinational organization faces multitude of problems, biggest of them all is language and cultural difference. So, to convey right message at right time and right place, multinational organization need to strategize meticulously and plan effectively.
The importance in being able to effectively communicate with others is essential in our everyday lives. Although everyone participates in some process of communication, not everyone knows how to communicate well. Communication is a process involving the encoding and decoding of messages being sent and received by a source and receiver, respectively. Messages are sent through various channels, such as face-to-face interaction, electronic mail, text messages, and telephone. Depending upon the channel used to communicate a message, it may allow for the communication to be transactional or unilateral. All of this occurs within a certain context, and it may also include noise factors, such as cultural differences or physical distractions, that
Understanding cultural variances in the world of business, is extremely crucial in developing valuable relationships in a global market for your company. Effective communication and the ability to understand how to respond in certain situations, can be vital in your company’s success. It is also important to establish your credibility with proactive behavior, openness, research, and showing flexibly (Bovée & Thill, 2016).
Successful communication is a fundamental aspect of advancing interests in the business world. However, hindrances to a favorable transaction between both the sender and receiver are prevalent. These barriers to team-based and intercultural workplace communication come in forms like competing messages, distractions, or even improper etiquette bestowal. These can affect the growth rate of a company, and even morale within an organization resulting in losses and deficiency. Therefore, when engaging in communication in a business setting, barriers are in existence, and unless known and dealt with, can be a great inhibitor to a successful communicative undertaking.