Differences in Cultural Expectations and Sensitivity in International Business: A Case Study of Sainsbury in China

Differences in cultural
expectations and
differences in cultural
sensitivity

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Briefly introducing china as developing country.........................................................................3
Applying the theories of international and intercultural communication....................................4
Critically evaluating cultural sensitivity when operating business in selected developing
country with examples ................................................................................................................6
Discussing and analysing the different communication barriers experienced by foreign
businesses.....................................................................................................................................7
Providing communication strategies and recommendation to enable the company for
succeeding in China.....................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Differences in cultural expectation are mainly defined as the culture is set of beliefs , set
values, preferences and behaviours. These are the process of behaving in the acceptable way.
The cultural differences in the sensitivity is mainly defining about the similarities and the
differences which pertain between tow countries. It mainly aims in includes in accepting the
diversity and the different backgrounds between the individual which are residing in that county.
The international business and the communications is the practice which mainly occurs between
the international borders which mainly influences and effect the globalization. While operating
the business at the international level the good communication practices helps in maintaining
better relations and aid in inducing better dealing between the countries. The international
business communicants aids in concerning about the communication between the business to
business, between two individual and the counties reducing at the two borders. The international
communication scope is being increased due to increase into the global market operations. This
report provide details about Sainsbury entering into developing country in china market. It is
recognised as the retailing its business while Selling the food and non-food products to large
number of consumers in the dynamic market operations. Providing brief introduction of china.
Further applying theories of international and intercultural communications on china. Also
critically evaluating about the cultural sensitivity with examples. Further analysing different
communications barriers experiences by foreign business in selected country. Lastly providing
communication strategies and the recommendations to succeed in the particular country.
MAIN BODY
Briefly introducing china as developing country
For expanding the business into china market, it is recognised as the largest developing
country with pertaining with second largest economy in the world. The country is improving
forwards with constantly improving in the access to health, educating and in the business. The
country is constantly shifting and ever-increasing improving its affects by attaining the
vulnerabilities with achieving set standards. The country is highly recognized for growing the
resources with consisting of intensive manufacturing processes by leading and mitigating the