Significance of Intercultural Communication | Marketing

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Introduction
The significance of intercultural communication in the organizational setting must not be
undermined. It serves as decisive role in the functioning of business as well as impacts the final
results. Although inter-cultural communication is not novel and has been existent for ages,
however with the outset of globalization, the world has been integrated. According to Tamam
(2018), intercultural communication chiefly links to concerns and issues pertaining to speech as
well as cultural patterns of individuals belonging to setting or nation unlike from their
individualistic perspective. In competitive business setting, intercultural communication and
technology facilitates leaders to augment their values and standards of the organizations which
they represent (Watkins and Smith 2018). The following paper will analyse the prominence of
intercultural as well as technological communication in workplace settings.
Discussion
Intercultural as well as technological communication skills have been significantly
resulting in improved exchanges and negotiations and facilitate development of business
agreements and dealings. Neuliep (2016) has argued that technologies are seen as stochastic
systems applied in highly complex organizational settings. Consequently, it shows high
impracticality to envisage its constructive or unconstructive impacts. In the view of Watkins and
Smith (2018), structuration theories illustrate that technologies as well as social structures like de
facto organizational representations are profoundly associated and codependent. By drawing
relevance to structuration theory, Stone et al. (2015) have found robust association as well as
interdependencies amongst human activities, institutional roles such as the de facto
organizational ideal in addition to the technology manner of Knowledge Management (KM)
systems implemented within the organization. In the view of Tang and Zhang (2016), the design

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of technology has been intensely shaped by the institution roles besides organizational
possessions. Its introduction enables individuals to interpret the procedures designed in the
arrangement and typically enables to modify their conventional actions.
According to Kegeyan (2016), in individuals implement the novel processes; they
eventually show the propensity to introduce innovative activities in addition to new principles,
new potentials which in the future are likely to shape the organizational structure of an
organization. Technology serves decisive role in offering communicators which is a complex
process with essential tools in order to seamlessly attain, engage as well as connect their staffs.
Implementation of technological communication aims to enrich their experience irrespective of
location or roles assigned. Neuliep (2016) has noted that with greater expansion and diversity of
workforce and increasing virtual development, these tools will show greater importance as
expected before.
Meanwhile, intercultural communication in professional settings tends to understand the
diversity, whereby employees of dominant cultural patterns are provided knowledge about the
notion of diversity in the organization. Jackson (2017) has drawn relevance from Varner’s model
on intercultural business communication strategy which relates to cross-cultural strategy as well
as communication strategy. Comprehensive studies have mentioned that specific segment of
organizations show low arte of challenges and improved communication to attain rapid
productivity, while work activities besides the success relies on the efficacy of communication
with other cultural patterns. According to Allard, Qayyum and Mehra (2017), intercultural
communication is not simply understood as language, but greatly sheds light on the management
of diversity language. On the contrary, Kegeyan (2016) has argued about obstacles of improved
communication in organization which are considered as issues with implication which are highly