Impact of Cross-Cultural Communication on International Business Management

Running head: INTERNATIONAL BUSINESS
International Business
Name of student
Name of University
Author note

1INTERNATIONAL BUSINESS
Table of Contents
Introduction................................................................................................................................3
Research problem...................................................................................................................3
Research question...................................................................................................................3
Key literature and theoretical background of the topic of investigation....................................3
Cross cultural communication................................................................................................3
Cultural Differences and Communication Problems..............................................................4
Impact of cross cultural communication in international business management...................5
Direction of research..................................................................................................................6
Structure of final report..............................................................................................................7
Reflective report.........................................................................................................................8

2INTERNATIONAL BUSINESS
Impact of cross-cultural communication on the management of business for Wipro
Limited, India from international or global perspectives, i.e., to operate globally in the
Chinese marketplace
Introduction
The research is conducted to determine the various aspects of international business
management considering the impact of cross cultural communication on the way business is
managed by the organisations in India during global or international business management.
The cross cultural communication enables communication between people from different
backgrounds and cultures to understand the differences and gain awareness about the norms,
rules, regulations and customs while managing business from the international perspective.
There are both verbal and non-verbal communications that considers the different cultural
values, beliefs, norms and perceptions to ensure managing good and effective communication
and to ensure smooth business functioning within the global business environment (Lu and
Fan 2015). The topic will prioritise on how the management of cross cultural communication
at Wipro Limited, India can influence the businesses to establish good relationships with the
foreign market in China by adopting the foreign culture and work according to the cultural
values and beliefs, furthermore, ensure understanding the needs and preferences of clients in
the global marketplace easily (Wipro.com 2019).
Research problem
The corporate culture is an important aspect in international business that allows for
developing a team’s skills and ability to move in the right direction and at the same time,
focus on the achievement of international business goals and objectives. This can ensure that
Wipro Limited focus on managing the values, beliefs and norms among the employees about
the different culture, i.e., Chinese culture and lift the spirit and morale of the company itself.

3INTERNATIONAL BUSINESS
For ensuring successful global business, communication among people belonging from
different cultures is integral and in case, it is not done properly, then there can be issues while
managing global business properly (Zhu and Bargiela-Chiappini 2013). The research problem
focused on the differences in language and values in respective cultures, which create barriers
to cross cultural communication required to facilitate international business management. It
can often cerate conflicts and misunderstandings, which may also hinder the communication
perspectives and prevent a business to understand the global culture and thus fail to
accomplish the business goals from the international perspective (Reiche et al. 2016). Due to
this, the cross cultural differences are needed to be resolved for smooth business functioning
and meet the criteria for the achievement of business goals and objectives with ease
(Wipro.com 2019).
Research question
What is the actual impact of cross-cultural communication on the management of business
for Wipro Limited from international or global perspectives, i.e., while operating in Chinese
foreign market?
Key literature and theoretical background of the topic of investigation
Cross cultural communication
It is evident that one of the most influential factors for gaining success in the
international marketplace has been to understand the various aspects associated with the
differences in cultures, values and beliefs and conditions of market too. According to Hurn
and Tomalin (2013) without designing a proper business strategy, it would be difficult for the
business organisations to adapt to the targeted new market culture, which should hamper the
brand image and even create complexities in managing business successfully within the
global business environment with ease and effectiveness (Hurn and Tomalin 2013).