Intercultural Business Communication: Challenges and Measures

Intercultural Business
communication

Table of Contents
Background......................................................................................................................................3
CASE STUDY.................................................................................................................................3
Conclusion......................................................................................................................................6
..................................................................................................................................6
REFRENCES...................................................................................................................................7
Books and Journal ......................................................................................................................7
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Background
Intercultural communication is the analysis of communication in multicultural and cross-
cultural context. Intercultural communication business plays a major role in the planetary
frugality because this communication culture considered differences among multinational
business clients and parters(Zeng and Zhang, 2017). This report is going to study on TESCO
organisation because as this is third largest international company in retail market. TESCO
company was established in 1919 by Jack Cohen. There are few problems identified in context of
TESCO like while operating in other countries, they are facing problems like language
differences, Meeting expectations, going face to face, dressing for international success and
many more. TESCO is a multinational company and as they are operating in several countries so
they have adopted this communication to ease out the process and enhance productivity. The
report is focusing on intercultural communication theory in context of TESCO.
CASE STUDY
THE COST OF POOR COMMUNICATION:
No one knows that communication gap among the company creates lots of problems and
barriers towards the growth and productivity of the company. In 2019, When TESCO company
is expending themselves in other countries, while expanding they faced several challenges in
context of intercultural business communication. There Management team faced lots of problems
because of they have foreign clients, and they buy raw material globally, communication
problems and the differences in cultural cause to miscommunication among the clients and that
create huge impact on company productivity(Sukhbaatar, Szlam and Fergus, 2016). While
expanding in Latin, American and Asian , there culture and the communication frequently done
by gestures, expressions, and tone of voice and some business and clients have strict dress codes
for their business so these kind of things that create impact on the company in order to expand
their business in other countries.
Problems faced By TESCO
Appreciating cultural values: The basic and general communication barriers arrived when
there is a problems and differences in values among cultures. Like as TESCO is operating in
many countries so while expanding their business in Latin America, they were not much aware
about their way of communication and their tone of voice.

Dressing for multinational success: Some cultures and nations have different dress
codes and very strict as well for their business. So its become very challenging for TESCO to to
observe what other people wears for their business and what are their preferences.
Going face to face: TESCO is dealing with many countries so it is also become much
challenging for TESCO to know about their rules and norms like in Arab country they accept the
cards with their right hand and in china and japan they used both hands.
Understanding Language barrier: Every nation and cultures have different language and
way of communication and whenever the one party is communicating in a second language so
the chances for misunderstanding is increases. As TESCO is a international company so they
have to manage and deal with many languages in order to connect with clients and customers so
its also become more challenging for the company.
Measures:
There are few measures that is taken by the company in order to make effective
communication and overcome the challenges of intercultural business communication.
Learn about the cultures: This is much important and required for the company to learn about
the cultures of other. To obviate comments and misunderstanding , TESCO company learn about
the specific cultures and norms of the country. TESCO start analysing other people from another
culture and then aim for better in order to overcome the barriers and make more strong bond and
relationship with their clients and consumers(Longinotti-buitoni and Aliverti, 2016).
Be Respectful: Treat other with full respect and according to their culture and needs and address
them very properly. This is required for the TESCO and the company also adopt this measure in
order to make effective conversation for closing and opening.
Intercultural communication skills are much required and important for TESCO. This
communication skills and measures help the company a lot to avoid miscommunication and
misunderstanding in their clients and consumers. So for developing and improving better skills
they took these measures.
Intercultural business communication Theory:
Communication Accommodation theory: This is a theory of intercultural business
communication that is develop by Howard Giles. This theory helps the company and individuals
to adapt each other behaviours and minimise the social differences. This Theory support the
company and individuals to establish each values of social concept to determine and analysis the