The Impact of Global Communication on Modern Businesses

This essay delves into the multifaceted world of global communication and its profound impact on modern businesses. It begins by defining global communication as the art of connecting individuals across cultures and continents, facilitated by technological advancements like the internet and applications such as Skype, Facebook, and Twitter. The essay highlights the evolution of global communication, tracing its roots back to the Cold War era and its subsequent adoption by businesses seeking a global market presence. It distinguishes between internal and external communication, providing examples of each. The essay then explores the advantages of global communication, such as expanded market reach, cost savings through sourcing raw materials, and improved communication tools. It also acknowledges the challenges, including potential impacts on local industries and the need to navigate cultural differences. The essay uses Coca-Cola as a case study, demonstrating how a company can successfully embrace and leverage global communication. The essay concludes by emphasizing the importance of adaptability and embracing data measurements and analytics for return on investments.

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A building defines business that a company does its operations in, that a workplace is an
employee’s desk and that working hours range between 8 am to 5 pm is a notion we have heard
for so long. All these have changed with industrialization which brought about the necessary
technology that led to the rise of globalization thus making the whole world a global village.
This global concept incorporates individuals that come from different cultures, continents and
have different ideas. This person, however, can relate well to the various mechanisms that are
present to ensure success in their needs and wants.
According to Archetti ( 2015), Global communication is the art of relating, sharing and
connecting different individuals who are from different parts of the world and cultures. The
information that is passed through global communication is relayed through voice messages, i.e.,
speaking, reading and writing. Global communication has been brought about by globalization
which has been enhanced by the use of the internet. Most companies currently are moving from a
locally based system and adopting a more global perspective through the use of Global
communication forms which have been made even more popular with the use of the internet and
the presence of applications such as Skype, Facebook, and Twitter which enable real-time
communication.
Global communication as a concept, however, is not something new. According to
Binder, (2016) the need to create mechanisms and technologies that enable international
communication came up during the cold war period where communication and international

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relations were put to the test. It was due to that that the two forms of global communication came
into existence. These forms have over the years been taken up mainly by businesses which want
to have a more significant global market presence. The two types are the internal and external
communication. The internal type of global communication entails all forms of communications
that an enterprise does with all the individuals in its domestic setting. An example is where a
CEO relays a message to all its employees. On the other hand, the external form of global
communication involves what the company communicates with its external environment
worldwide. An example here is an advertisement for the company’s product that is made and
placed on YouTube (Bbc.com, 2018).
The fact that global communication is gaining popularity at a very high rate means that
numerous advantages are associated with it. From a business point of view, the main advantage
of global communication is that it provides a broader market for businesses to sell their products.
This is because with global communication a local business is able to both advertise and sell its
product to people who are located in other countries (Cordeiro, 2013). An example here is
through the website creations whereby with an online presence customers from Africa can view
products that are being sold by a manufacturing company in Asia. The very same products can
be purchased by someone who is in Europe and even South America. In addition to that, the
ability to communicate overseas saves money for the businesses in the long run as businesses can
identify raw materials which are both cheaper and of a greater quality that is being produced by
other specialized manufacturers as opposed to the ones that are available which might not suit
the business. Global communication has not only enabled the firms to be able to locate where
they may get better facilities but also negotiate for better deals than the ones that local providers

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offer (Crystal 2013).The increase in the use of digital and electronic communication for example
email, social media, and instant messaging has directly impacted the global communication and
the society at large.The fact that the society has become more global it has reduced the distance
as a communication barrier.Thus, a global society has made the world a much smaller place n
further an increase in business opportunities and also cultural education.
Global communication is not only communication among employees in any
organization.Cheaper rates on labor, raw materials, or finished goods can be searched in other
countries.One can be in a position to locate similar products or services at a much more
competitive price than in their region of operation.This type of saving can make a difference to
the whole company eventually.Further one can be able to purchase and resell previously
unavailable products.An example is when one a product that’s not available in their county they
can quickly ship it to their resident country and even sell at a premium price.Due to the opening
of barriers and fewer language impediments and the internet, this is even easier to achieve.
The increase of global communication has led to improved tools for educating children
about different cultures.Children get to learn about the diverse cultures directly from kids who
are living in different countries through social media such as facebook, twitter, and Instagram.
When they become workers from different cultures through effective global communication,
they work together in peace (Khaldarova and Pantti, 2016).
However, there are also some challenges that are brought about by the presence of global
communication. One of the drawbacks is the fact that the presence of global communication can
lead to a collapse of the local manufacturing industries. This is mainly because with global

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communication companies will always be looking for global suppliers of their raw materials yet
in some instance, some local suppliers can give the very same products if not even better who
will end up to be overlooked (Kunelius, Eide, Tegelberg & Yagodin, 2017). Another major point
of concern in the global communication system is that people are of different cultures. This
means that when a particular company wants to give a message that is to be transmitted globally,
their communications department ought to be cautious of the different meanings and the
interpretations that people from other countries might have on it (Wilkins 2013).
Other top challenges to global communication in the business world include the pressures
of the 24/7 new cycle.Companies need to be in a strong position to be able to manage the global
capabilities of 24/7.Developing more content for marketing capabilities to explain the company's
narrative. The competition for global talent is also another challenge in global communication.
Last but not least is embracing and measuring results.Having people on the team who can
embrace date measurements and analytics is very important.These demonstrate the return on
investments because that’s the bottom line for any company end game.
A great example of a company that identified embraced and now is reaping the great
reward of global communication the Coke A Cola company. The CEO of the company once in
an interview on BBC News said that, whether your business is small or big, local or
international, Retrieved from https://www.maximumhit.com/product_marketing.html currently
for one to succeed being able to connect with others is quite vital. The reward is seen as the coke
a cola company itself strives to ensure that they have the global presence even though it is
already one of the leading companies that have a presence in virtually all the corners of the world
(Boyd-Barrett 2013).

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The CEO of the company noted that every time the company is looking for future leaders
that poses a more significant worldview and can move seamlessly top other borders of different
companies and fit well. By this, he meant that the workers at the company should be able to work
in Africa as well as the work in America. It is for that reason that the company has enjoyed
massive success in all the continents (Hermida, 2018). The evidence of this has been seen in the
revenues that they have been collecting over the past few years and the fact that they have been
associated with global events such as the FIFA world cup and even Santa Claus during the
Christmas period (Helsen 2014). The clear evidence of this has been the different advertisements
that the company uses to market its product. These advertisements are considered as global
communication tools as they not only market the refreshment drinks but also interact with the
customers on a personalized and cultural level.

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