Communication Across Cultures : An Essential Skill For Multinational Business Leaders

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Communicating across cultures has become an essential skill for multinational business leaders, as well as for employees who work in diverse environments. Hence, having a thorough understanding of cultural context (high, low, and everything in between) positions employees and managers to have effective internal and external communications with a range of stakeholders. I am interested in understanding high and low cultural context to enhance my current cross-cultural communication requirements and to use it as a variable as I consider establishing my own business in the future.
Explanation of Key Term The importance of understanding communication across cultures, specifically high-context versus low-context, is to the business owner
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Ultimately, there are many business process to which a global business leader may apply the nuances of high or low cultural context.
Major Article Summary One article applied the concept to e-commerce. Prumyan and Broeder set out to describe how cultures on each end of the spectrum made purchasing decisions during online shopping (2016). Their study compared and contrasted consumer behaviors within a high-context culture, Armenia, and a low-context culture, The Netherlands, to determine practical implications for online marketing (Pirumyan & Broeder, 2016). Foundational to their research was the application of several published theories behind purchasing behaviors of online shoppers such as: The Theory of Planned Behavior, Integrative Model of Behavioural Prediction, and Lim’s Theory of Online Buying Behaviour (Pirumyan & Broeder, 2016, p. 35). Since their research used one product and two cultures, they noted that their findings could be enhanced by future research that includes a larger variety of products and consumers (Pirumyan & Broeder, 2016). The authors presented several hypotheses concerning the impact of cultural context on attitudes toward online shopping and the type of product information that influences purchasing decisions. First, since low-context cultures depend on words and are more direct, they should demonstrate preference toward online shopping more than high-context cultures, who prefer broader
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