International Business Communications

INTERNATIONAL BUSINESS
COMMUNICATIONS
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Introduction of developing country.............................................................................................3
Application of theory of international and intercultural communication on India......................3
Evaluation of culture sensitivity in terms of doing business in India..........................................5
Analysis of different communication barriers experienced by foreign businesses in India........6
Appropriate communication strategies and relevant recommendations......................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10
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INTRODUCTION
International business refers to exchange of products and services, capital and technology
or knowledge between the two countries or at global level so that it can earn huge profit margin.
It involves cross border transactions so business and employees working in the firm needs to
have complete knowledge about other language, culture and preferences to satisfy their
respective requirements in effective manner. Due to globalisation and increase in competition
level, companies are planning to expand their business operation so that they can achieve more
sales and profitability in future scenario. Moreover, communication is process of exchange of
ideas, view from one individual to another or company so that all task can be easily completed in
new market and it can gain competitive advantages. This report is based on UK based company
that is planning to move its production to some other location that is India but it is concerned
about the difference in cultural expectations (Czinkota, Ronkainen and Gupta, 2021). So, it will
include key points related to theories of international and intercultural communication such as
Hofstede pertaining to India. Report also critically evaluate the culture sensitivity in case of
operating business in new country, different communication barriers and strategies that could be
used by firm to grow and survive in new market.
Introduction of developing country
This report is based on one of the developing country named as India that is second most
population country after china and having popular democracy in the world. The country is
situated in South Asia and having multi culture society in which each religion is provided equal
opportunities or right to live. People of commonly known about two languages such as Hindi
and English that needs to be understand by the UK company that is planning to expand its
production location in developing country. So, due to high population the enterprise has
opportunity to grow its business on wide scale as there are numbers of individuals that company
can attract to earn high profitability and market share (Doh and et.al., 2017). Along with it, India
has world largest portal network thus products and services can be easily import and export
internationally so that need of millions of people living in different parts of the world can meet.
Application of theory of international and intercultural communication on India
In order to understand the international and intercultural communication between the
India and UK, Hofstede culture model will be applied. It is an model that consist of six
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dimension that helps in understanding of independent preferences of one states of affairs as
compared to others. Therefore, the hofstede culture model can be applied for better
understanding of language, culture, preferences of India so that appropriate decision can be taken
for the benefits of company. Such as:
1. Power distance: It is the first dimension in which the India has score around 77 marks
which means that in the society there is high preferences of hierarchy or top to bottom.
The subordinates in the company follow the instruction provided by their respective boss
so that the task can be completed. Thus, it direct and guide all task and activities that
needs to be performed by the subordinate or more power is with superior or top
management and likewise delegate to bottom in the hierarchy of firm (Cavusgil, Knight,
and Riesenberger,2017).
2. Individualism: In this dimension the India has scored 48 so it emphasis on both
collective and individualism or have both traits. As most of the people in India are like to
live in team or coordinate manner and take decision that are good for all rather than
particular individuals. Likewise, while taking any decision opinion of elders, family
members, neighbour and friend has been consider by a person so that right decision can
be taken for benefits of all and itself (Ghauri, Strange and Cooke, 2021). At the same
time, there are some areas in which traits of individualism have been viewed such as the
society has been majorly dominated by the Hinduism. So they specified that life and birth
of people are in their respective hand thereby they always need to do good things.
3. Masculinity: The India is an masculinity society as the society is driven by high
competition, success and achievements. Such as in context of visual display India is
powerful and successful as the designer brand label goes with the advertisement success’s
There are number of lesson to be learn related to humanity and abstinences thus work is
centre of life for all individuals (Pucik, Evans and Björkman, 2017 ). People put more
and more efforts or hard work to complete the task and achieve higher growth and
success in future scenario so 56 dimension of muscularity.
4. Uncertainty Avoidance: Moreover, the India have medium low scale in context of
uncertainty avoidance index as people do not feel driven or take action to accept the new
idea. So, they make use of word “adjust” and stating that nothing is impossible in life and
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