Intercultural Communication: Importance, Challenges and Recommendations for BeautyPro

INTERCULTURAL
COMMUNICATIO
N
An overview

INTRODUCTION
 The factors of globalization and
internationalization have not
only opened new windows of
opportunities for the diverse
business enterprises of the
present times.
 It is seen that the business
environment of one nation is
drastically different from
another and it is precisely here
that the concept of culture
comes into play (Oetzel, 2017).

IMPORTANCE OF INTERCULTURAL
COMMUNICATION
 The business enterprises during
the course of their international
business in the diverse nations of
the world often come across
diverse kinds of cultures.
 It helps the diverse organizations
to not only convey the required
information to the various
stakeholders of their business but
at the same time improves the
entire process of communication
itself (Koester & Lustig, 2015).

BEAUTYPRO
 BeautyPro is an Australian
cosmetics multinational company
which is based in the Australian
city of Brisbane.
 The company after attaining a
significant amount of success in
the cosmetics industry of the
nation of Australia has decided to
follow the process of
internationalization and making
the use of this particular strategy
has opened its business center in
the nation of China.

CULTURAL VALUES AND
ETIQUETTES
 The national culture of Australia is
very different from that of China.
 The element of culture is generally
defined as the conglomeration of all
the values, etiquettes, beliefs and
the other processes which directly
or indirectly affect the lives of the
individuals of a particular
community or nation (Kealey,
2015).
 The entity of culture directly affects
the business style followed within a
particular nation.

BUSINESS STYLE
 One of the major issues that the
concerned organization is facing
currently for the operation of their
business in the nation of China is
difference in the business style of
the two nations.
 The lack of cultural knowledge of
the expatriate employees about the
national culture of China is
deterring them to adopt the
business style which is likely to
yield the maximum amount of
positive for the concerned
organization.