Intercultural communication tends to be a form of communication which its goal is sharing information across the different social groups and cultures. It is mainly used in describing the broad range of the communication problems and processes that appear naturally within an organization. The organization constitutes of the social context that is made up by the individuals who come from different social, educational, religious, and ethnic backgrounds. In general, it seeks in understanding how people from different cultures and countries usually perceive, act, and communicate within the environment surrounding them. Many of the people in the intercultural business communication hold some arguments that culture often determines how people encode messages, the way in which messages are interpreted, and the medium they select in transmitting the messages. My essay will emphasize on the theory of cross-cultural communication that is constituted in the intercultural communication.
Cross-cultural communication is very essential in the building of the cultural intelligence through training and coaching in cross-cultural communication, organizational and business communication, customer service, multicultural conflict resolution, and cross-cultural negotiation. The understanding in the cross-cultural communication is not only meant for the incoming experts (Jess K. Alberts et al., 2012). It often begins with the ones responsible for the development of the project and extends towards reaching those who deliver the content or service. Cross-cultural communication gives oneself the ability to negotiate, communicate, and effectively being able to work with people who come from other cultures which is very vital in handling the international business. Therefore, cross-cultural communication is crucial for the companies that operate internationally and even those who work locally in countries where
people of different cultures and ethnicity are present. The form of communication allows understanding among individuals as they conduct their business.
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I have evidently seen the cross-cultural communication being embraced by an international company like the Coca-Cola Company. Coca-Cola Company usually trades its products worldwide and has deeply penetrated to many countries in the world. In the first case, the company was established in the United States where its products were limited only to the consumers in the same country (Jess K. Alberts et al., 2012). Due to the company embracing cross-cultural communication, it has been able to study the consumption requirements of its consumers from different countries, and it has been able to satisfy them. Currently, there is no other drink that is consumed worldwide more the sodas from the Coca-Cola Company. The company went to the consumer level to know what they really wanted so that it can produce the same products that are line with the customer requirements and, hence, giving satisfaction.
From the cross-cultural communication theory, I have come to learn that any company that wants to expand and achieve broadly must embrace and put into practice the theory. We have already seen a clear example of the Coca-Cola Company. Expanding is primarily the goal of any company that is even starting today (Jess K. Alberts et al., 2012). Therefore, it becomes crucial for the company to establish proper communication techniques that is applicable to everybody regardless of their differences in the cultural and ethnic backgrounds. Naturally there is no country that have all people who come from the same ethnicity and cultural backgrounds. Therefore, for every company to operate effectively and efficiently be it locally or internationally, it ought to embrace the theory of cross-cultural communication. Cross-cultural communication allows faster growth and expansion of the business firms.
Jess K. Alberts, Thomas K. Nakayama, Judith N. Martin (April 13, 2012). Human
Communication in Society (3rd Edition). ISBN-13: 978-0205029389. ISBN-10:
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