International Business Communications: Cultural Sensitivity and Communication Strategies in Romania

This report explores the theories of international and intercultural communication, critical evaluation of cultural sensitivity, communication barriers, and appropriate communication strategies for doing business in Romania. It includes a brief introduction to Romania as a developing country, and discusses the key concepts and values of Romanian culture. The report also provides insights into working practices and business practices in Romania, and offers communication strategies such as one-to-one communication, letting everyone speak in meetings, using various communication mediums, and promoting feedback.

International Business
Communications

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Brief introduction to the selected developing country................................................................3
Application of theories of international and intercultural communication on the selected
context/Country (Hofstede, Samovar, Jandt etc.).......................................................................4
Critical evaluation of cultural sensitivity when doing business in the selected country
supported by relevant examples. ................................................................................................5
Discuss and analyse different communication barriers experienced by foreign businesses in
the selected country supported by different examples when relevant.........................................6
Provide appropriate communication strategies ..........................................................................8
RECOMMENDATIONS.................................................................................................................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
International business communication will featured both functional and strategical
similitude to human resource management. It will refers to the term that functions the human
resources at international sections. It will also hold an efficiency that will consider the world
wide field of understanding and organisational approaches of HR actions. The management
consider in this report it Sainsbury. It is the second largest chain of supermarket in the United
Kingdom. It was founded by John James Sainsbury in the year of 1869. The company is setting
up their production in Romania which is presently a developing nation. As Sainsbury is
concerned about the differences in cultural expectations and differences in cultural sensitivity
from a country to another country as effectively and efficiently (ALZYADAT, 2021). Romania
is consider as a developing nation with a high set of income economy as world widely. The
following report will deals with the theories of international and intercultural communication,
diverse communication barriers, suitable communication strategies. As on the other side, most
essential thing to consider in this report is proper research and understanding of cultural,
economic, and legal variations among nations.
TASK
Brief introduction to the selected developing country
Romania is termed as a developing nation with high set of income economy that have
marked 49th rank in the index of Human Development. Romania has established a suitable set of
the approaches and the policy of strengthening relations with other nations in terms of dealing
and trading as effectively and efficiently. As Sainsbury are setting their fields in Romania in an
adequate course of relations with present government that have declared their one of their major
targets to modify and will supports other nations (Berlak, Hafner, and Kuppelwieser, 2021). It
would be termed as setting the major role in determining the fundamental chances and challenges
in analysing the nation's surrounding as effectively and efficiently. At initially, the company
have their own business sections and plan of actions that will be get followed by Romania's
macro and micro field of the surrounding for evaluating political, economical, technological and
social components. Sainsbury is the food retail industry that have suitable terms and size of the
values of management and the major role of the consumer behaviour in regarding to the
productivity and profitability.

Application of theories of international and intercultural communication on the selected
context/Country (Hofstede, Samovar, Jandt etc.)
Hofstede’s Cultural Dimensions theory was established by Geert Hofstede in the year of
1980. It is a structure that are utilised to know the variations in culture as across to the nation and
to recognize the various manner that the management for executing several aspects of diverse
cultures (Bessarab, and et.al., 2021). As on the other side, the business theoretical account is
utilised to differentiate among diverse set of the nations cultures and the dimensions of culture
that will measure and evaluate their impact on the management functions and suitable set of
operations as effectively and efficiently. Hofstede cultural dimensions will determine six sections
that will define the manner of the culture that are as follows - Power Distance Index – The power distance index will evaluate the stage by which
difference and power will get supported. In this field of the dimensions, difference and
power will get mentioned the role of the following as with the perception of the lower
point. As in context to the Sainsbury, high field of power distance index will shows the
suitable role of a culture that have unfairness and quality of differences that will
motivates the authorities to present the high set for rank and dominance. As on the other
side, low power distance index will shows that a culture motivates managerial structure
that are plane and will have decentralised attribute in the manner of the decision-making,
participating section of organisation in new form, point intensity on power arrangement. Collectivism vs. Individualism - The individualism vs. collectivism dimension evaluate
the amount of the degree to which societies are integrated into groups and their perceived
obligations and dependence on groups. As in context to the Sainsbury, individualism
present the manner of the high set of significance that are placed the varied field of
sections in achieving personal fields of the objectives (Cagiga Vila, 2021). An individual
have self term of the representation in the collection that will refers to the “I”. As on the
other side, collectivism will know the manner of significance with high set of the targets
and well-being of the team. An individual have self term of the representation in the
collection that will refers to this with “We”. Uncertainty Avoidance Index – The uncertainty avoidance index deals with the stage by
which uncertainty and ambiguity will get endure. This dimension will evaluate that how
ascertain conditions and unanticipated circumstances will deal with it. As in context to

the Sainsbury, high uncertainty avoidance index will shows the general set of low
strength for uncertainty, ambiguity, and risk issues. The manner of unknown section will
get decreased by invariable regulation, guidelines, etc. As on the other side, a low
uncertainty avoidance index will shows a high endurance for uncertainty, expression, and
risk issues. The unknown is highly opened and will get recognized, and as it covers the
tax regulation, guidelines also. Femininity vs. Masculinity - The masculinity vs. femininity theory will also defined as
“tough vs. tender,”. As it will involves the manner in terms of company and their suitable
orientation of society for accomplishment, attitude towards sexuality equality, behaviour
and many more (de Percy, and Batainah, 2021). As in context to the Sainsbury,
masculinity involves various sort of the aspects like imperative and functions that will
focuses on accomplishment and developing wealthiness. As on the other side, femininity
involves the following aspects like moderate, raising and it will focuses on the standard
of life. Short-Term vs. Long-Term Orientation – The short term vs. long term orientation will
evaluate the degree by which society consider its time horizon. As in context to the
Sainsbury, long term orientation will concentrates on the future and will include the
delaying of short term growth and advancement in respect to accomplish long period of
success. As on the other side, short term orientation will concentrates on the near future
that will involves the offering short term facilities and satisfaction. It maintain their
degree of rapid term of response and dealing with each sections as effectively.
 Restraint vs. Indulgence – The restraints vs. indulgence dimensions will evaluate the
degree and inclination for a society to satisfy their wants and requirements. In context to
the Sainsbury, indulgence will present that a society will permit higher term of
satisfaction that are related to enjoying life (Jesús-Azabal, and et.al., 2021). As on the
other side, restraints will shows that a society hold higher term of satisfaction in terms of
requirements.
Critical evaluation of cultural sensitivity when doing business in the selected country supported
by relevant examples.
Romania in present

The basic set of significance of cultural sensitivity and competencies in business
communication particularly in the manner of public dealings. As per to this, Romania will
concentrates on dealing with society and create high term of relationship and set cultural
relations. Culture is directly relates with the uncertain sections that rely on business
communication as because it is a part of public dealings (Khilji, and et.al., 2021). Cultural
sensitivity is an essential term that puts their roles and efforts by which Sainsbury will become
culturally competent as effectively and efficiently.
Romanian culture – key concepts and values Relationships – The culture will concentrates on society and will rely on the sections and
surrounding of the business of management. Relationship will be set in a suitable form, as
the management of Sainsbury are dealing appropriate dealing with the country.
 Religion – It is an essential term of factor that need to be consider by Sainsbury and will
sell such cultural terms of products and services to local consumers.
Doing business with Romanians
Romania experienced an international fiscal crisis in the year of 2008, its economy will stated at
the higher set of development in the previous years due to low term of exports. Romania set their
links to execute higher term of reforms and will unite the basic form of financial section and its
sustainability (Miranda, and et.al., 2021). By doing business it is efficient that Romania will need
a global term of perceptive of Romanian business culture and rules.
Working practices in Romania
 Punctuality is essential practice in business of management.
 By following working hours will be an important term of aspect.
Business practices in Romania
 Romanians acknowledge direct business communication as they are highly sensitive and
polite by which they will not offend anyone.
 English will consider as the working language in the management.
Discuss and analyse different communication barriers experienced by foreign businesses in the
selected country supported by different examples when relevant.
As the globalisation and the high set of growth of economics, international management
will termed as prevalent. As there are various intercultural communication barriers that will set

sort of challenges to executives of business of management. As there are various cultural
difference and communication problems with international business that are as follows -
 ETHNOCENTRISM - Ethnocentrism is termed as a practical set of the cultural or
ethical partiality as in intended or unintended form by which the individuals will globally
consider the views (Noura, Melki, and Chehab, 2021). In this the company will set their
orientation for the purpose of foreign dealings with odd and improper fields.
 STEREOTYPING – It will termed as the cross cultural trainings in the field of the
market that will concentrates on retention of the cultural differences and might strengthen
the manner of stereotype. Stereotypes will frequently imparted as negatively with
physiological function. Other business management might feel that they have to perform
in a particular manner in other nation as because social group has created particular
evaluation. Hence, it will prevent the credibility of the dealings and relations and it will
cause miscommunications.
 PSYCHOLOGICAL BARRIERS - Physiological barrier will affect the management
and its communication due to the physiological boundaries. Psychological necessity and
desires are the premier term of the barriers to the managerial communication procedure
by which the interaction of the sender and the receiver will have an impact as effectively
and efficiently.
 LANGUAGE BARRIERS – As the team members have common language but some of
them have fluency in dealing with several term of issues. Language is required for sort of
the field of the communication when individuals communicate with their foreign clients
they will have high key term of impression instead low confidence while dealing
(Rehman Khan, and Yu, 2021). Communication will be difficult in varied set of the fields
in which individuals will not understand each others language and it will figured an
inability to deal with them with suitable course of language and it will be considered as
language barriers.
 SYSTEMATIC BARRIERS – The systematic barrier to communication will present in
structure and management in which there are inadequate or incapable source of systems
and communication medium where there are deficiency of maintaining the roles and
obligations for communication in the business of management as effectively and
efficiently.

 PHYSICAL BARRIERS – Communication is frequently easy for short distance as high
communication channels are presented due to low technological aspects (Shen, Shih, and
Shih, 2021). Modern set of technology will frequently help to decrease the major role of
impact in terms of physical barriers with suitable term of advantages and disadvantages.
As it will supports in overcoming the weaknesses of physical barrier as effectively and
efficiently.
Provide appropriate communication strategies
High set of an effective communication will not only offers good relationship and
dealings but it will also help the group members to provides several term of services. As with the
global term of procedure of sharing of information effectively and efficiently. As in context to
the Sainsbury, the communication is an essential term of the standardized life to perform the
basic role of duties and will also to improve the communication abilities and will suitably offers
high set of knowledge. Motivate for one to one communication – One to one communication is essential for
creating a relationship in between group members. By this trust and loyalty will generate
on personal terms. By sharing confidential data with group members so it will require one
on one communication for more privacy. Let everyone speak in meetings – By sharing everyone's perspective and orientation of
views it will be easy for the individuals to collaborate and deal with their executives in an
effective manner (Sun, Gonzalez-Jimenez, and Wang, 2021). As it is the responsibility
of executives and managers, to maintain their links and sections by which their
employees will not face any risk, issues or problems in the business of management. Make use of several mediums of communication – As some individuals finds it to be
boring to have communication in single form in business. By using various mediums it
will be easy for employees to maintaining their sections and risk dealing issues as
effectively and efficiently in the business.
 Promote feedback during communication sessions – By advancing high term of
response it will be effective for the business for dealing and managing their relationship
in the management. The management are wisely following their key terms of the roles by
getting higher term of feedback by which they will be highly efficient for getting equal
term of benefits and advantages in the management.

RECOMMENDATIONS
From the above concussion it has been recommended that, the management of Sainsbury,
will offering high set of demands and supplies in foreign set of business in developing country.
Romania also provide key set of procedures in terms of the business of management and key
sections of the business that offers sectional fields of cultural values and role of duties as
effectively and efficiently. It helps in developing high set of economic development in business
for more sections of the business environment in another field of the nation. As it is highly tough
to maintain the dealing to assess the level and will get affected with low term of sections. It will
also recommended that it is basically have high set of rates in terms of factors as effectively and
efficiently in the business of management.
CONCLUSION
From the above mentioned report it has been concluded that, International business and
communication will have suitable course of the terms that are widely relates with the concerned
with the setting of the cultural or diversity strategies. As in terms to overcome the issues and
problems with the set of international management in the field of the foreign nations like that is
generally accomplished the source as with the development of organisation with no conflicts as
that are related with the diverse sections of the procedure of team activities. It will focuses on the
national cultural issues and problems that are connected with diverse set of the fields with
developing fields of the activities and their managerial purpose and other foreign sections with
varied purpose of the aims that will concentrates on the changes in the role in the business of
management as effectively and efficiently. As with the suitable course of training and growth
will maximise the effectiveness and efficiency of the company.

REFERENCES
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(ALZYADAT, 2021)(Berlak, Hafner, and Kuppelwieser, 2021)(Bessarab, and et.al., 2021)
(Cagiga Vila, 2021)(de Percy, and Batainah, 2021)(Jesús-Azabal, and et.al., 2021)
(Khilji, and et.al., 2021)(Miranda, and et.al., 2021)(Noura, Melki, and Chehab, 2021)
(Rehman Khan, and Yu, 2021)(Shen, Shih, and Shih, 2021)(Sun, Gonzalez-Jimenez,
and Wang, 2021)