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Intercultural Communication Issues

   

Added on  2021-02-21

13 Pages4595 Words315 Views
BUSINESS SOLUTIONS

Table of ContentsINTRODUCTION...........................................................................................................................3MAIN BODY...................................................................................................................................3CASE STUDY.................................................................................................................................3CONCLUSION..............................................................................................................................10RECOMMENDATIONS...............................................................................................................10REFERENCES..............................................................................................................................12

INTRODUCTIONIntercultural communication issues can be defined as a problem which arises at the timeof communication taking place between people coming from different cultures. Because ofglobalization there has been increase in number of people going to other countries in search ofjobs and this is the main reason for intercultural issues (Holliday, Kullman and Hyde, 2016). Thepresent report is based on the company Primark. This is a fashion retailer which is headquarteredin Dublin. This company was founded in June 1969 by Arthur Ryan. The report will majorlyfocus on the intercultural issues faced by company and ways to resolve them.MAIN BODYCASE STUDYThis case study is related to intercultural communication issues within the Primark. It isthe largest Irish fashion retail store. Company is well-known for their lower prices and offeringhigh value. Due to fast fashion is not sustainable and certainly not ethically made in sprite ofretail success of Primark that has been struggling to decrease pre-fixed notion of consumers.Selected company tighten their programme of structural surveys in Bangladesh to measure thestructural incorporation of the factories from that it source from. Over 80 experts of team ofPrimark dedicated to sustainability, ethical fashion and employees training as part of their EthicalTrade Team at the moment (A closer look at Primark’s stance on responsible fashionPrimark: “Sustainability is not a marketing campaign for us, 2017). Primark has comparativelyquiet in relation to sustainability in terms of lack of intercultural communication, ethics andlabour rights. In order to that, company has decided to become more vocal focusing theirseriousness to produce responsible fashion. Therefore, company has worked with Self-EmployedWomen's Association to support over 11000 female cotton farmers in India. Also, they raise theconsumer interest which involves their sustainable and ethical activities of Primark. Intercultural Communication:It is also called as cross-cultural communication which is disciplined which studiesinteraction across different culture and social groups or ways of cultures impact oncommunication. Some barrier, people have ineffective communication with people. In order tothat, company faced many issues by lack of intercultural communication such as ineffective teamwork, decrease consumers attraction and so on. Also, issues of intercultural communication such

as misinterpretation, unfamiliar phrase, incorrect assumptions and so on (InterculturalCommunication Problems in the Workplace, 2017). These kinds of issues influences on theoverall management and operations of Primark. It is the largest problem which is faced by thefirm. Communication is the important aspect for all people who are working in the firm. In this context, company has applied the strategies or approaches for improving theintercultural communication between team members in terms of sustainability which can effecton achievement of objectives and goals of Primark. Ineffective communication is highlyinfluenced on work and activity of employees at the workplace. Also, company has taken ethicaland sustainable initiatives in terms of improving intercultural communication within theworkplace. In order to that, Primark follow the different theories and models which are related tosolve communication and intercultural issues at the workplace. This can help to effectivecommunication among the team members and also accomplishing the objectives of Primark.Models and theories are involved such as:Schramm's Model of Communication: In this model, sender and receiver take turns playing duty of encoder and decoder whenit comes to interaction. The original source encodes communication in order to direct that to theirneeded destination through some programmes in that information is normally acquired in termsof decoded. The form is based on the abilities of communicating with group. Communication canbe looked as procedures of information transmission regulated by three levels of semiotic rulessuch as syntactic, pragmatic and semantic (Neuliep, 2017). Through this model, Primark canimprove the intercultural communication issues at the workplace. This can help to effectivecommunication among the team members and also accomplishing the objectives of Primark.Also, company needs to make sure that sustainability in relation to intercultural communicationwithin the organization. Berlo's Model of Communication: It is the linear model of communication and make the sender-mesage-channel-receivermodel of communication. It is procedure and easy application for person-to-person interactionthat involve source of communication, encoder, message and channel, decoder and receiver ofinteraction. Different factors effect on procedure of interaction among two people. Factorsinvolves communication abilities, awareness level, social, cultural system and behaviour.

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