Communication Is The Most Fundamental Element. Cross Cultural Communication

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Over the past decades the business world has become more globally interdependent due to the globalization and technology, one of the main business challenges that an organization faces today is cross cultural communication. With increasing numbers of business opportunities across national borders, many organizations tend to expand their business operations abroad. Consequently, there have been significant business competitions. In order to win in this competitive business world, communication is the most fundamental element. Cross cultural communication is defined that it is part of the intercultural communication and has to compare how people communicate across cultures (Browaeys and Price, 2008). Furthermore, according to Huang (2010,…show more content…
Similarly, Lebron (2003) agreed with Hofstede’s statement but assumed that significant cultural differences lead to miscommunication which may bring conflict and aggravate crash. Additionally, she has indicated that intercultural communication will be demonstrated by sharing ideas, attitudes, and behaviour and they are divided into four categories such as time and space, fate and personal responsibility, face and face-saving and nonverbal communication. Moreover, most research on cross cultural communication focuses on the importance of cross cultural communication in business environments and negotiations. For instance, some experts have claimed that cross cultural communication has become one of the important parts of international business that cannot be avoided (Zhu and Zhu, 2006; Huang, 2010; Salacuse, 1999). Furthermore, they have assumed that when two negotiating parties from different cultural backgrounds tries to communicate, potential disagreements and misunderstandings arise which may make difficult to negotiate and break up a business partnership. Similarly, Zhang and Zhou (2008) also has claimed that understanding the different cultural issues which existing among different nations and focus on cultural diversities in every facet of business is vital for negotiators in operating international business negotiation. In
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