International Business Communications: Cultural Sensitivity and Communication Strategies for TESCO in Bulgaria

This report discusses the importance of international business communication, cultural sensitivity, and communication strategies for TESCO in Bulgaria. It covers theories of intercultural communication, communication barriers, and recommendations for effective communication. The report highlights the need for understanding cultural expectations and differences in Bulgaria, and provides strategies for hiring multilingual staff, implementing regular meetings, and offering customer service in the local language. It also recommends creating a website in different languages and organizing public relation programs to create personal interaction with the people of Bulgaria.

International Business
Communications

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Introduction to the context of international business and communication..................................3
Application of the theories in context of international and intercultural communication in
Bulgaria........................................................................................................................................4
Critically analysing the cultural sensitivity in terms of doing the business in Bulgaria within
highlighting the relevant examples..............................................................................................5
Discussing and analysing the communication barriers that can be experienced by foreign
business in the Bulgaria...............................................................................................................6
Providing appropriate communication strategies and other recommendations to the TESCO in
terms of experiencing growth in Bulgaria...................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
International business communication is the process of doing communication through worldwide
boundaries. Globalization is the basic reason behind the increasing effect of international
business communication.it is basic way of communication from people to people or from
business to business globally.it is a comprehensive area which incorporates the activities of
communication including media, political factors, cultural factors and many more. International
business communication increases the business opportunities and improve cultural relations
among countries.it helps in employee efficiency and teamwork. In this report we will study about
the international business communication and the differences in cultural expectations and
differences in cultural sensitivity from UK to Bulgaria. (Griffith, D.A., 2002)
MAIN BODY
Introduction to the context of international business and communication.
International business communication is the source of transmitting information between business
and individual across international markets. Communication plays a very crucial role in global
business and having an effective communication helps in succeeding the market. International
business communication support when employee knows how to communicate and solve the
conflicts globally. This helps when people from different culture work together for an
organization.it causes the awareness of the product among the customers and influence them to
buy the product. The need of international communication is increasing rapidly because of the
increasing effects of globalization.one of the example of international business is “Apple”. It was
founded by Steve jobs and opened its first international business in Tokyo, japan. At present it
has internal supply chains in forty three countries that supply the products to china for the
production. Having a strong relation and bond with suppliers and investors makes this company
as one of the most successful companies in the world. (Gesell, C., Glas, A.H. and Essig, M.,
2018) There are many advantages of international business communication which are: it
increases the productivity and adeptness. International business communication helps employee
from various background to work together. In enhances teamwork as employees from different
culture and respect each other’s thoughts .international business communication provides a
global business edge by providing trainings to the employees and making an organization
successful in the global market. With the help of international business communication there will

be more supplier to contact and more ideas to connect. Increase in global communication also
increase the opportunity of business in the international market. Global communication helps in
improving cultural education.
Application of the theories in context of international and intercultural communication in
Bulgaria
Intercultural communication refers to the cross-cultural communication. As the
communication has been done among different cultures it leads to create numerous challenges.
As the different culture are aligned with different faith and values. On the basis of that, people
reveal their reaction. Therefore, it is highly important to understand the major cultural aspects of
the people that helps in implementing effective intercultural communication. Here is the
description of the major theories in relation of inter-cultural communication that can be used by
TESCO for establishment of effective communication in Bulgaria.
Hofstede
Hofstede model of cross-cultural communication is concerned with the certain dimension
and those are, Individualism-collectivism, power distance, uncertainty avoidance and
masculinity-femininity. Individualism-collectivism dimension of theory states that, The business
should focus on the individual need of the society. Whereas, the collectivism says that, the focus
needs to be made in collective form so, the needs of whole people in society can be full-fill.
Thus, in order to perform the expansion of TESCO in Bulgaria, individualism dimension needs
to be adopted as the people of Bulgaria believes in unity rather than individualism. Power
distance is concerned with viewing of culture as the power relationship among people. In context
of this dimension TESCO needs to focus on understanding the culture that has been adopted by
the people in Bulgaria. Uncertainty avoidance dimension is aligned with the extent at which the
society is able to take risk and accepts the uncertainty (Steinfatt and Millette, 2019). Thus, in
context of this, TESCO can identify that, whether the people of Bulgaria accepts the firm in their
culture or not. Last dimension that is related to the masculinity-femininity says that, society with
masculinity belief focuses on materialism while society with femininity concerned with the
beliefs and emotions. It has been found from various studies that, people in Bulgaria are highly
conscious about the emotions faith and belief. Thus, TESCO needs to over creating effective

interaction with the people in Bulgaria in context of creating effective communication and
reducing the cross-cultural differences.
Samovar
This theory of inter-cultural communication says that, it is highly important to understand
the emotions of the people as the emption of the people are aligned with their culture. If the
emotions of the people has been understand in effective manner then, it automatically creates
impact over understanding the cultural values of the people (SENTISHCHEVA, 2021). In
similar manner., TESCO needs to understand the emotions of the people in Bulgaria and this can
be done by assuring focus over the consumer behaviour patter of the people in Bulgaria.
Critically analysing the cultural sensitivity in terms of doing the business in Bulgaria within
highlighting the relevant examples
Cultural sensitivity refers to the awareness, knowledge and acceptance in relation of the
other culture. In terms of expanding the business at another country a keen focus needs to be
made over the cultural sensitivity elements. As the business that is going to be expanded in
another country needs to have the strong knowledge of the cultural aspects that has been
performed in the another country. Culture has been determined as the most important element
that is aligned with the numerous sentiments of the people. TESCO is one of the leading retail
firm that is expansing its production and business at the Bulgaria. Thus, the firm needs to assure
special focus over understanding the cultural sensitivity of the country. Here are the major
aspects that is needed to reviewed by TESCO in terms performing their operations.
Religion- It has been found from various studies that in Bulgaria people are highly obsessed
about their religion and their sentiments easily gets hurt if the respect has not been assured to
their religion (Dasih and et.al., 2019). Thus, it is important for TESCO to assure the respect to
the people who will be appointed as employees in the company at Bulgaria. For example: If the
sentiment of the people has been hurt then it directly impacts over the operation of the TESCO
therefore, the company needs to assure respect to all the individuals in the country whether they
are consumer or employees.
Language- The people of Bulgaria speaks Slavic language. Therefore, the company needs to
promote their products in this particular language. So, the awareness to the people can be created
within generating cultural value in them. For example; If company performs promotion in

different language them, it leads to create dissatisfaction for the customers. Often, the cultural
aspect of consumer behaviour highly gets affected here. Therefore, it is highly important to
create the sense of belongingness in the customers so, they feel satisfied and their cultural
sensitivity can be understand.
Faith and belief- It has been found from various studies that, in Bulgaria in order to assure
success to the business it is highly important to create personal interaction with the people of the
country as the people of Bulgaria are concerned with the emotions that are aligned with their
faith and belief (Ferri, 2018). Thus, it is important to establish personal interaction with the
customers and the employees that will be appointed from the country.
Discussing and analysing the communication barriers that can be experienced by foreign
business in the Bulgaria
Communication barrier refers to those barriers that creates leads to impact over the
communication process among the people. This has been considered as the major barrier in the
international business (Milton and et.al., 2020). In context of the expansion of TESCO it can
clearly state that the firm going to face the numerous communication barriers as the firm is from
UK and the company is performing expansion in Bulgaria. Therefore, it is highly important to
analyse the communication barriers that can impact the operations of TESCO. Communication
barrier in global context is just not limited to receiving and sending of information. It is a wider
concept that includes:
Linguistic barrier- This has been determined as that communication barrier in which the people
of different nation speaks different language and when they interact with each other. Then, it
becomes hard to exchange key information among the people. In order to expand business in
Bulgaria it is highly important that, TESCO appoints the managers from the country itself who
knows the language and the major task needs to be given to them (Altan, 2018). Furthermore, a
translator needs to be appointed who can translate the information.
Cultural barrier- Cultural barrier in communication is mainly happened when the
communication has been done among two culture who are concerned with different background.
In similar manner, the scenario is same here as the communication has to be done among people
of Bulgaria and TESCO members and owners. Both of them are aligned with their culture & they
will communicate in such manner that has been guided by their culture. For example: different
nation has different way of greeting some use hand shakes while some uses smile on their face.

However, in UK and Bulgaria the texture is same and in terms of greeting people hand shake has
been done. Thus, many of the elements are same in both nation.
Psychological barrier- This barrier of communication is concerned with the barriers that affects
the emotions of individuals. It involves lack of attention, lack of trust and so on elements. Thus,
it is concerned with the emotion of people (Ganapathi, 2019). In similar manner, this barrier can
be faced by TESCO if the company does not assure satisfied products to customers in Bulgaria.
The customers will have the lack of trust towards the TESCO and as TESCO is from other nation
therefore, creating trust is the foremost duty of company.
Providing appropriate communication strategies and other recommendations to the TESCO in
terms of experiencing growth in Bulgaria
Here are the major communication strategies and recommendations to the TESCO so,
the firm can solve the cross-cultural communication barriers.
Communication strategies:
Hiring an international & Multilingual staff- Hiring professional experts that knows the
languages of different nation is one of the best communication strategy as these experts knows
about the language pattern of the country. Also, they have the effective know;edge in relation of
the needs of local people. Therefore, TESCO must hire these professionals as helps in reducing
the communication barrier with their experience and effective knowledge of language.
Moreover, they assure effective focus over creating promotional content in the national language
of the country in which the business in expanding. As a result, TESCO gets the opportunity of
creating the interaction with the people in Bulgaria and it provides positive impact over growth
and success of company.
Implementation of regular meeting culture- Employees of the TESCO that will be appointed
from Bulgaria as the company needs to appoint employee from that country as the business is
expanding there. Therefore, TESCO must focus over establishment of the regular meeting
culture in order to ensure effective communication with the employees (Omelková, 2018).
Communication strategies is just not limited to customers in Bulgaria. However, the focus needs
to be equally made over the people who appointed as employees in the company at Bulgaria so,
the new strategies can often known by the TESCO from the employee that has been appointed
from there as they know about their culture.

Offering customer service in local language- The customer services to the people should be
given in the local language instead of giving it another language. As it leads to attract the
attention of the customer towards the firm. Customers have a desire in relation of experiencing
effective customer service. Therefore, TESCO must offer customer service in the local language
so, effective interaction with the people can be done.
Recommendations:
Creating website in the different version of language- TESCO must create their official website
in different language so, the people in Bulgaria can easily reach the website and can easily
understand the policies and benefits that is assuring by the firm at global level. This leads to
create effective image of company in front of the customers.
Public relation programmes- TESCO should organize public relation programme that enables
effective interaction among the people of Bulgaria and TESCO (Smyrnova, 2018). As it has been
evaluated that, in order to gain success in Bulgaria it is important to create personal interaction
with the people so, effective understanding can be implemented among the people and firm.
CONCLUSION
From the above report it has been concluded that, international business communication
is the important concept as this is aligned with understanding major elements that affects the
business expansion in global context. The report has highlighted the major parameters in relation
of international business communication that are needed to perform in expansion of TESCO in
Bulgaria. Along with this, the theories related to international & intercultural communication has
been highlighted. Also, the major elements of cultural sensitivity has been described in the
report. Communication barrier is one of the major barrier in the international business as the
language of the different countries are different and this acts as barrier in making
communication. Lastly, the communication strategies and recommendations has been provided
in terms of solving the international communication barriers.

REFERENCES
Books and Journals
Griffith, D.A., 2002. The role of communication competencies in international business
relationship development. Journal of World Business, 37(4), pp.256-265.
Gesell, C., Glas, A.H. and Essig, M., 2018. Business-to-Business communication in a dynamic
environment: A systematic adductive analysis referring to ramp-up management. Journal of
Business-to-Business Marketing, 25(4), pp.339-355.
Altan, M.Z., 2018. Intercultural sensitivity. Journal of Intercultural Communication, 46(1), pp.1-
17.
Dasih and et.al., 2019. Intercultural communication based on ideology, theology and
sociology. International journal of linguistics, literature and culture, 5(5), pp.29-35.
Ferri, G., 2018. Intercultural communication: Critical approaches and future challenges.
Springer.
Ganapathi, N., 2019. The need for Intercultural Communication Skills in the Multicultural
Settings. Symbiosis Centre for Management Studies.
Milton and et.al., 2020. Maximising the impact of global and national physical activity
guidelines: the critical role of communication strategies. British journal of sports
medicine, 54(24), pp.1463-1467.
Omelková, A., 2018. [NEOBHÁJENO] Selected Barriers in Intercultural Business
Communication.
SENTISHCHEVA, E.A., 2021. Foreign language as means of intercultural communication.
In Молодежь и наука: шаг к успеху (pp. 298-301).
Smyrnova, O., 2018. NEW APPROACHES TO THE COMMUNICATIVE STRATEGIES
REALIZATION. Actual problems of international relations, (135), pp.101-105.
Steinfatt, T.M. and Millette, D.M., 2019. Intercultural communication. In An integrated
approach to communication theory and research (pp. 307-320). Routledge.