Cross Cultural Communication Essay

1107 words - 4 pages

Cross-Cultural Communication


     In business, successful communication is the key to success, and being able to relate to a customer is the best form of communication. This is why cross-cultural communication is so important as the business world continues to globalize itself. Unfortunately, “A lack of awareness about the culturally prescribed rules and norms of communication behaviors can cause public relations projects to fail, or worse, backfire.” (Zaharna, 2001, p.135).

My research is focused on the problems associated with cross-cultural communication and how awareness of culture, language, tradition, and business practices can increase the advantages to globalization. This report will be field specific in the International Beverage industry with my interviews focusing on the communication relationships between H.P. Bulmers, Ireland, which recently decided to move into the United States. I choose this focus due to interest in working in this industry after college, and because I plan to study abroad in Galway, Ireland in the future. I plan to outline the major issues that companies must address when dealing with different countries, and then I will create an action plan to help companies solve their communication issues.

For my interview I decided that I would present both sides of a cross-cultural business relationship. To accomplish this I will first interview Mark Woodard, my father, who is Head of Operations in the United States, for H.P. Bulmers. Next, I will interview John Keyo, the President of Operations in Ireland for a unique examination of European communication. With both interviewees my questions focus on the problems that have developed in the past 2 years since H.P. Bulmers first began communication with the United States. Additionally, with Mr. Keyo my focus is extended to discover if he has experienced any sense of “American arrogance” during his communication.

     My library research is focused on discovering different success and failures of companies in the past, and to figure out the causes. With this information I will be able to highlight the main problems areas for international communication, and focus on how these issues can be avoided in the future.


     “Learning international business practices and customs, communicating clearly and effectively… are crucial preparations…(to) make before leaping abroad.” In my third article I learned about the importance of cultural awareness in the Information Technology Field.

     In every type of business, how people are able to communicate dictates the success of the company. If all aspects of the business are not able to keep each other informed on important issues and breaking news, then the company is destined to fail. For my research report I have decided to focus my efforts on the issue of communication in the Beer Wholesaling industry. For over a year now I have been involved with...

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