Analyzing Intercultural Business Communication in the Context of TESCO

This report delves into the realm of intercultural business communication, utilizing TESCO as a central case study to illustrate the complexities and nuances of global business interactions. It begins with an overview of intercultural communication and its significance in today's interconnected world, fo...Read More

Intercultural Business
communication

Table of Contents
Background......................................................................................................................................3
CASE STUDY.................................................................................................................................3
Conclusion......................................................................................................................................6
..................................................................................................................................6
REFRENCES...................................................................................................................................7
Books and Journal ......................................................................................................................7
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Background
Intercultural communication is the analysis of communication in multicultural and cross-
cultural context. Intercultural communication business plays a major role in the planetary
frugality because this communication culture considered differences among multinational
business clients and parters(Zeng and Zhang, 2017). This report is going to study on TESCO
organisation because as this is third largest international company in retail market. TESCO
company was established in 1919 by Jack Cohen. There are few problems identified in context of
TESCO like while operating in other countries, they are facing problems like language
differences, Meeting expectations, going face to face, dressing for international success and
many more. TESCO is a multinational company and as they are operating in several countries so
they have adopted this communication to ease out the process and enhance productivity. The
report is focusing on intercultural communication theory in context of TESCO.
CASE STUDY
THE COST OF POOR COMMUNICATION:
No one knows that communication gap among the company creates lots of problems and
barriers towards the growth and productivity of the company. In 2019, When TESCO company
is expending themselves in other countries, while expanding they faced several challenges in
context of intercultural business communication. There Management team faced lots of problems
because of they have foreign clients, and they buy raw material globally, communication
problems and the differences in cultural cause to miscommunication among the clients and that
create huge impact on company productivity(Sukhbaatar, Szlam and Fergus, 2016). While
expanding in Latin, American and Asian , there culture and the communication frequently done
by gestures, expressions, and tone of voice and some business and clients have strict dress codes
for their business so these kind of things that create impact on the company in order to expand
their business in other countries.
Problems faced By TESCO
Appreciating cultural values: The basic and general communication barriers arrived when
there is a problems and differences in values among cultures. Like as TESCO is operating in
many countries so while expanding their business in Latin America, they were not much aware
about their way of communication and their tone of voice.

Dressing for multinational success: Some cultures and nations have different dress
codes and very strict as well for their business. So its become very challenging for TESCO to to
observe what other people wears for their business and what are their preferences.
Going face to face: TESCO is dealing with many countries so it is also become much
challenging for TESCO to know about their rules and norms like in Arab country they accept the
cards with their right hand and in china and japan they used both hands.
Understanding Language barrier: Every nation and cultures have different language and
way of communication and whenever the one party is communicating in a second language so
the chances for misunderstanding is increases. As TESCO is a international company so they
have to manage and deal with many languages in order to connect with clients and customers so
its also become more challenging for the company.
Measures:
There are few measures that is taken by the company in order to make effective
communication and overcome the challenges of intercultural business communication.
Learn about the cultures: This is much important and required for the company to learn about
the cultures of other. To obviate comments and misunderstanding , TESCO company learn about
the specific cultures and norms of the country. TESCO start analysing other people from another
culture and then aim for better in order to overcome the barriers and make more strong bond and
relationship with their clients and consumers(Longinotti-buitoni and Aliverti, 2016).
Be Respectful: Treat other with full respect and according to their culture and needs and address
them very properly. This is required for the TESCO and the company also adopt this measure in
order to make effective conversation for closing and opening.
Intercultural communication skills are much required and important for TESCO. This
communication skills and measures help the company a lot to avoid miscommunication and
misunderstanding in their clients and consumers. So for developing and improving better skills
they took these measures.
Intercultural business communication Theory:
Communication Accommodation theory: This is a theory of intercultural business
communication that is develop by Howard Giles. This theory helps the company and individuals
to adapt each other behaviours and minimise the social differences. This Theory support the
company and individuals to establish each values of social concept to determine and analysis the

dynamics of communication. This theory is based on the opinion that individuals adjust their
way of communication to another person. This theory is lies among languages,context, and
identity. This theory is concentrate on the interpersonal factors and intergroup as well that will
directly lead to adjustment. TESCO company is using this theory in order to understand other
behaviours and create better relationship with them. This theory support the company to develop
and generate various perspective from another investigation in language and interaction of
sociality. This theory also help the organisation to make strong bonds and strong connection with
their clients in order to enhance their business and productivity.
Identity Management Theory: This is an intercultural communication from the 1990s. This
theory was developed by William R. Cupach and Tadasu Todd Imahori. This theory described
the way when individual tackle themselves in different situations and conditions that involve
competency, analysing and face. This theory recommend that individual behave and response on
the basis of their aims and that a individual ability and identity to work with coordination. This
theory helps to maintain deviation among several roles and aimed at generating wanted moves in
various context. This theory include the communication strategies individuals others perception
of them. This theory is applied by TESCO to overcome the barrier of intercultural barriers and to
develop their productivity and effectiveness (Hansen and Machin, 2018). This theory used by
TESCO because this theory give confidence to individuals and their employees to enhance
themselves and make them capable to deal with situations and manage them in any
circumstances. This theory help the individuals to identify themselves and analysis their
capabilities to understand different conditions. This theory helps TESCO and their employees as
well to present and showcase themselves and also make them capable to influence how other see
them. This theory build the confidence and help them to believe in ourself. In this theory they
analysis themselves (Bryndin, E., 2018).
They both theory are very important for the company. They both theory help the
company to enhance themselves and to overcome the barrier of communication that is faced by
the company while expansion.
Discussion
This report described about intercultural business communication and about their
advantages and disadvantages. This context described the problems that is faced by the TESCO
while expanding their business.This can be seen from the above content that there is different

factor which have to be covered in order to meet needs and perform function in effective way.
this is related to changes which are used in order to make sure that different function is
performing in effective way. This is also related to meeting needs and performing function
according to requirement(Asakura, 2016). Here, this is also observed that There are different
feathers of communication which can be used in order to meet needs and perform task according
to needs of business firm. This report explain one case study in context of TESCO and also their
problems and also shows about their measures, that is taken by the company in order to increase
their business and overcome the problems of communication. After case study this report explain
about the theories of intercultural communication and that is Communication Accommodation
theory and identity management theory , they both theory helps the company to identify their
worth and also help them to improve themselves. These theory build the confidence level of the
employee and also help the individuals to handle the situations and how to accept the situation
in any circumstances(Luterman, 2017). This report all over is lies on intercultural business
communication impacts on the company while they are operating as a multinational company.
Conclusion
From the above mentioned report it has been concluded that intercultural business
communication is very important and required for the company to make more strong and
effective bonds with their client. From the above report it has been analysed that, The The
company faced so many challenges regarding intercultural communication while expanding their
business but effectively they took and applied effective measures in order to overcome the
problems and barriers related to communication. This report also described about the theories of
intercultural that help and support the organisation to manage and overcome the problems.

REFRENCES
Books and Journal
Asakura, H., Brother Industries Ltd, 2016.Communication device. U.S. Patent 9,485,608.
Bryndin, E., 2018. Technological Thinking, Communication and Behavior of
Androids.Communications,6(1), pp.13-19.
Hansen, A. and Machin, D., 2018.Media and communication research methods. Macmillan
International Higher Education.
Longinotti-buitoni, G. and Aliverti, A., Life Corporation SA, 2016.Wearable communication
platform. U.S. Patent 9,282,893.
Luterman, D.M., 2017.Counseling persons with communication disorders and their families.
PRO-ED, Inc. 8700 Shoal Creek Boulevard, Austin, TX 78757-6897.
Sukhbaatar, S., Szlam, A. and Fergus, R., 2016. Learning multiagent communication with
backpropagation.arXiv preprint arXiv:1605.07736.
Zeng, Y. and Zhang, R., 2017. Energy-efficient UAV communication with trajectory
optimization.IEEE Transactions on Wireless Communications,16(6), pp.3747-3760.

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