BMO0112 Research Methods Assignment

Impact of Cross-Cultural Communication and Practice on International Business

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Background to the research

A global business market is an essential place of working that involves diversified culture, customs and social behavior, and a particular economy that affects international business. On the other hand, communication of culture has been considered as a suitable way of doing a business in terms of gaining communication efficiency (Simon, 2017). Business communication in the international market has been growing rapidly that overcomes cross cultural barriers as well as international business stability as well.

Most of the common issues in international business appear to be relevant to social equality as well as cooperation in adherence to coordination as well as following hierarchies (Beugelsdijk, Kostova & Roth, 2017). For example, issues like cultural conflicts at the workplace are common barriers that restrict personnel to have effective conversations with each other. Besides, workplace etiquettes are some of the common forms of obstructions that hinder the working culture of large international businesses.

Moreover, culture in an international business affects misinterpretation of language and perceptions that mainly dives deeper into the prioritization of confrontation, rules, and regulations that are often influenced by external pressure on the business (Popli et al. 2016).  This appears to have an impact on cross-cultural relationships with the organizational hierarchies. People having the traditional influence of culture and practices in one country may not seem to be affected in a similar way in another nation (Pantouvakis & Bouranta, 2017). This generally occurs due to cross-cultural inefficiencies as well as employability skills that exist in the individual personnel.

Research question(s)

The research questions follow:

  • Why are there growing issues found in international business worldwide?
  • What are the significant barriers that are affecting a healthy business relationship in an international market?
  • In what way international business strategies will overcome these barriers with efficiency and effectiveness?
  • What are the alternative strategies and policies of business affecting the international marketplace for effective communication development within stakeholders?

Research Objectives

The aim of this research is to identify the key business issues driving from international communications within the personnel in the business. The objectives are the following:

  • To identify the significant factors responsible behind ineffective cross-cultural communication issues within the international market place
  • To build a strategic implementation of enhancing cross-cultural teamwork for international business communication
  • To evaluate cultural negotiation and communication process held between international businesses
  • To provide an alternative solution and scheme of working in a international business for growth prospects

Literature Review

Defining various forms of culture as a complex whole which includes a vastness of knowledge, certain cultural beliefs, intact morals, prevailing laws, and customs and other various capabilities a man holds as being an essential part of the existing societal norms.

In order to establish a strong grip of practices in the International market, leaders necessarily must consider the prevailing cultural differences and the preponderate communication processes existing in individualistic and other collectivistic cultures (Sujan, Pozzi & Valbonesi, 2017).As organizations continue expanding across various global markets and borders they become much more accessible for large as well as small businesses. These aspects bring about more number of opportunities for working internationally. Multinational as well as cross cultural teams are continuously much more common, this implies the fact that the businesses could benefit from and improve diverse knowledge base as well as various insightful approaches to the business issues (Sujan, Pozzi & Valbonesi, 2017). Along with various advantages of inside as well as expertise various global organizations face new model stumbling blocks in case of cultural as well as international business. There are various ways in which culture could be defined, in simple words, it could be stated that culture is a set of accepted as well as common nouns that are shared by a particular society. This perspective is not the same in case of international business, in the context of international business the aspect that is common as well as expected for a professional belonging to a nation might be completely different for or colleagues from the overseas (Sujan, Pozzi & Valbonesi, 2017). Recognizing as well as understanding the way culture affects the international business in the major areas namely communication, organizational hierarchy and etiquette might help an individual to avoid various misunderstandings with their colleague as well as a client from abroad and hence excel in a particular business environment that is globalized nature


The conceptual framework for the research paper is described in the specific diagram below. The diagram or framework will help the researcher to understand the variables that either influence the function or get influenced by the concept of cross-cultural communication in international business. It is a dynamic concept that has various impacts (Sujan, Pozzi & Valbonesi, 2017). Hofstede’s Cultural dimension theory can be used for better results.
a.ii. Specify the research design you intend to adopt. This will normally be a

Survey OR a case study. Write one or two sentences about why you have chosen this, linked to your research question/objectives.

According to Cutler (2018), the research design is the structure or pattern which is followed by the researcher in order to conclude the research questions properly. The research paper tries to understand the impact of cross-cultural communication in global business. The researcher has therefore chosen the descriptive design of research that is capable of providing a conclusion to the problem that is related to the cross-culture of the global business world. The Descriptive design of research let the researcher understand and describe each of the aspects properly (Tombleson, & Wolf 2017). Apart from that, the design lets the researcher find a conclusion to the problems that are associated with the research paper. On the other hand, the other designs are not capable of providing a conclusion to the problems and questions that the researcher is dealing with. Therefore, the Descriptive design is the right choice for the research that deals with cross-culture.

a.iii. Write about how you intend to collect your data. This will normally be using

Questionnaires or interviews.

As stated by Cameron, & Green (2019) there is a massive change in the Global Market and the continuity in the change occurs due to the proliferation of numerous global brands, the change in the pattern of international trade policies, which is co-related to the buyer power by the end consumers has given rise to the necessity of the cross-cultural research to keep moving on. The process of International sales affair has its own way apart from its domestic counterparts, as its application when bought into comparison, the relevancy of data are usually non-existent. In this specific research based on its scope elaborating the impact on the cross-cultural borders and practices of businesses globally includes the data collection method through the way of qualitative research pattern, which would present an approximate accuracy for evaluating the path behind the intent and lead its focus on the depth of understanding the form of research query, as an idealistic and a humanistic approach (Sujan, Pozzi & Valbonesi, 2017).

The highlights of the cross-cultural research criterion circulating its best performance in the International market specifically involving the International sales research process would be in requirement of the involved research participants to answer to certain scale-type questions which would ultimately challenge the time consumption as well as resource-intensive (Gil & Mataveli, 2016). Lately, the qualitative research method has gained its prominence in order to collect data from the ever-changing national markets and across borders.

This paper lays emphasis on the importance of conducting and correct interpretation of worthy sales techniques, various strategies implemented or should be implemented, and other tactics states (Chang, 2016). Through the way of the relevant amount of customer feedback, the communication across borders would gain its importance. With persistent efforts in the process to deconstruct the mechanics of Interviews a key to data collection technique, the recently popular qualitative method has sprung up towards gathering and generating the useful amount of data revolving around a slightly bound structure defined by the surrounding sphere or environment (Sujan, Pozzi & Valbonesi, 2017).

a.iv. Sample: write who you are intending to collect data from (e.g. employees of a

single company; managers of firms, customers of a particular product, etc.)

To manage the survey and interview session to understand the core problem of the cross-culture in the international business the researcher has organized both interviews and survey questionnaires on a few specific populations. Whereas the survey has been done mainly on the customers who get affected by the cross-function and the interview has been organized on a few managerial level personnel from a company that performs a cross-function with other global organizations. The total sample size has been chosen to 55 where only 50 of them are selected for the survey questions and only 5 have been chosen from the selected company. This sample has helped the researcher to manage the data analysis for the research which intends to find the factors involved in the cross-culture.


Beugelsdijk, S., Kostova, T., & Roth, K. (2017). An overview of Hofstede-inspired country-level culture research in international business since 2006. Journal of International Business Studies, 48(1), 30-47.

Cameron, E., & Green, M. (2019). Making sense of change management: A complete guide to the models, tools, and techniques of organizational change. Kogan Page Publishers.

Chang, J. F. (2016). Business process management systems: strategy and implementation. CRC Press.

Cutler, J. (2018). The Cross-Cultural Communication Trainer’s Manual: Volume Two: Activities for Cross-Cultural Training. Routledge.

Gil, A. J., & Mataveli, M. (2016). Rewards for continuous training: a learning organization perspective. Industrial and Commercial Training.

Pantouvakis, A. & Bouranta, N., (2017). Agility, organizational learning culture, and relationship quality in the port sector. Total Quality Management & Business Excellence28(3-4), pp.366-378.

Popli, M., Akbar, M., Kumar, V., & Gaur, A. (2016). Reconceptualizing cultural distance: The role of cultural experience reserve in cross-border acquisitions. Journal of World Business, 51(3), 404-412.

Simon, S. (2017). From Local to Global Cultural Challenge of SMEs: An Exploratory Study.

Sujan, M. A., Pozzi, S., & Valbonesi, C. (2017). Reporting and learning: from extraordinary to ordinary. In Resilient Health Care (Vol. 103, No. 110, pp. 103-110). ROUTLEDGE in association with GSE Research.

Tombleson, B., & Wolf, K. (2017). Rethinking the circuit of culture: How participatory culture has transformed cross-cultural communication. Public Relations Review, 43(1), 14-25.

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