Inter-cultural Communication

Managing business globally has become a major challenge for managers of multi national corporations. For successful operations of the company abroad managers need to understand the cultural context of the country and its people. One of the reasons why US has a high rate of expatriate failure is that its managers find it hard to adapt to the cultural variations of other countries. Culture refers to the behavioral characteristics typical of a group. Important national cultural variables are discussed below.

Education

The level of education varies from country to country. Western managers are considered to be more qualified than their Eastern counterparts. Before drawing conclusions managers should assess the reasons behind low education in the country.

Laws & Regulations

All countries have their specific rules & regulations, which also create problems for global managers. In certain countries advertisement is restricted for certain age groups. Some countries do not allow fashion products & make-up items. While communicating organisations must be aware of strictness to the law.

Economics

MNCs operate in rich and poor countries. Availability of finance, infrastructure & standard of living vary from country to country. All these and other economic factors influence a business to communicate with people of the country.

Language

Undoubtedly English is the international business language. For carrying business from one country to another it is the only means to get the message across to the target market. Even then managers have to adopt many of the local terms to make the message more appealing to the local people.

Time

American and German executives are time focused whereas Eastern managers show flexibility in their attitude toward time. Knowing people’s perception time can help manager’s understand why some responses are slow or fast.

Space

Standing close to one another is considered odd in one culture and a gesture of intimacy in the other.

Politics

Political environment of a country holds key importance for a company to make crucial business decisions. A great number of MNCs have not taken their business to politically unstable countries.

Religion

Some countries in the global village are religiously tolerant whereas some are not. A French wine manufacturing company will find it difficult to sell its product in Muslim countries. Mac Donald’s for several years did not sell beef sandwiches in India due to

religious values of Hindus. To communicate well the religious aspect has to be considered thoroughly.