LNG11106 Intercultural Business Communication Assignment Sample
Introduction
The following essay would critically analyse the various cultural dimensions that are relevant to business organisations for developing their business communication strategy. The study would also critically analyse the anti-essentialist views on cultural complexities.
Cultural dimension approach
As per the study of Kristjánsdóttir et al. (2017), it can be seen that the cultural dimension approach is an essential step that has been adopted by several international businesses irrespective of definite sectors that operate around the globe. The cultural dimensions approach reflects the value of culture which has been adopted by the members of a particular society. As of the structure based on the major factor analysis, it helps in highlighting the relation between their cultural values and behaviours. Hence, it can be said that from the perspective of Andrijauskienė & Dumčiuvienė (2017), this conceptual theory helps to analyse major aspects of a particular culture and signifies a value on the comparison scale for the development and adoption of business while operating in a new market. While developing expansion strategies of an international business, cultural dimensions have a significant role as it associates the business vision and values in regards to the culture of the new market. However, different cultures have a difference in their belief; therefore, through an effective mode of cultural dimensions approach the management of a particular business can adopt and focus on the basic needs of the people of that culture (Gallego-Álvarez & Pucheta-Martínez, 2021). Thus, making the expansion planning more reliable and valid while growing in the international market. As per the studies of Zhou & Kwon (2020), the concept of this approach is mainly discussed by Geert Hofstede, which was further being summarised in Schermerhorn and Bachrach (2017). Thus, the model of culture formulated by Hofstede has five distinct dimensions that help to understand different cultures of the society through effective modes of comparison.
The first aspect, power distance, is a concept in which unequal distribution of power is basically accepted or rejected by a group of people in a particular society with different cultures of knowledge. In short, this dimension reflects a gap between the large and the small groups of people based on their respective values, income, polarisation, and others. In accordance with the study of Escandon-Barbosa, Salas-Paramo & Rialp-Criado (2021), in a society that accepts a high amount of power distribution, which can be seen in the culture of Japan where they can be seen to have great respect towards age, titles, and status. Thus, it can be beneficial for business, which will help in creating a good bond among the employees by adapting to their cultural beliefs. However, this aspect is not suitable in every case. This distribution of power can lead to several problems for American society. Based on the ideas of Demmler, Ayala, & Solís (2018), this dimension may not always be preferable for an organisation to develop any form of universal business operating strategy. From the perspective of a hierarchical society, instant decision-making at the base level will always be a problem, as they tend to be more reliable on the leader. Demmler, Ayala, & Solís (2018) has also mentioned that high power distance can affect subordinates’ sensitivity towards leaders’ ethical behaviours.
The measure to which a society considers or that is discomfort with risk, change, and situational uncertainties are known as uncertainty avoidance. Individuals in societies with something like a high standard of uncertainty avoidance aim to reduce the occurrence of unexpected and uncommon conditions by preparing and enforcing rules, and restrictions (Saleem & Larimo, 2017). On the other hand, Escandon-Barbosa, Salas-Paramo & Rialp-Criado (2021) stated that low uncertainty avoidance culture certainly tolerates and feels at ease in unstructured policies or changing environments, and would like to have very few regulations as necessary. Individuals within those cultures are more sensible and adaptable to change. In accordance with the study of Andrijauskienė & Dumčiuvienė (2017), it has been seen that Jamaica, Denmark and Sweden are the lowest uncertainty avoidance countries whereas Greece, Japan and France have high uncertainty avoidance. Thus, adopting a profound strategy based on this cultural dimension shall vary from country to country in respect to the culture they follow whether it is in the case of marketing, communication, business operation or others.
The concept to which a culture favours strength and prosperity over sentiments, relationships, and standards of living is known as masculinity-femininity. In accordance with the study of Zhou & Kwon (2020), the masculinity aspect suggests a cultural desire for accomplishment, bravery, confidence, and monetary incentives for success. Femininity, on the other hand, represents a tendency for togetherness, simplicity, compassion for the weaker, and liveability. The consumers are more consensus-oriented; hence, some of the countries around the globe have a high masculinity rate like Japan, Hungary, and Austria. On the other hand, the countries with high femininity are Sweden, Norway, and Costa Rica.
In accordance with the study of Kristjánsdóttir et al. (2017), individualism-collectivism can be defined as the amount to which a system monitors a participant’s achievements and personality over the capabilities and objectives of information. Thus, collectivism places a high value on collective togetherness above individual objectives, and it considers long-term partnerships to be important in achieving group objectives. Hence, countries like China, Korea, and Japan have the highest amount of collectivist culture. As per the mentions of Beugelsdijk & Welzel (2018), organisations that promote a collectivist environment place a larger emphasis mostly on the significant benefit of the entire team rather than individual abilities and accomplishments. They encourage collaboration and expect employees to operate as part of a team. In contradiction, Lutz & Paretti (2021) has mentioned that this dimension might lead to disagreements and misunderstandings among team members who have different perspectives on how to achieve a goal. A single individual’s error or poor judgment has an impact on the entire organization. From the perspective of Axon (2020), individualism emphasizes personal autonomy and liberty; even, it is often opposed to external interference in individual views. In accordance with the study of Sannino et al. (2020), it has been identified that the United States, Canada, and the United Kingdom have a high rate of individualism. Hence, individualism in the business encourages innovative thinking, boosts employee morale, and inspires employees to work more effectively and efficiently. Individuals are motivated to succeed and aim for optimal productivity because they know their initiatives will be recognized. Individualism, on the other hand, has its downsides, such as people being excessively self-reliant and unable to collaborate, resulting in inefficient output, which can affect the organisation.
Time orientation is the proportion of general societal objectives that are longer or shorter. As a result, time orientation identifies the behavioural categories to which importance is given. An organisation may be described as future-oriented if they give more importance to the future objectives than their past attempts for success. As a result, time orientation has advantages in the workplace. It provides a period of time to an organization, whether it is short or long term. They have the ability to correct any previous mistakes and create better plans for future aims. However, there might be a drawback to this if an organization uses time for a strategy that results in a financial and time loss for the organization.
Critiques of cultural dimensions approach with reference to anti-essentialist perspectives about cultural complexities
The perspectives of anti-essentialist are massively different from that of every company which considers certain approaches to cultural dimensions. They have a perspective that every individual is different; therefore, associating or categorising them in any approach can be ineffective which can further lead to an increase in various cultural complexities.
The approach of individualists and collectives can be of extensive benefit for any company in enhancing its operations (Mosteo, Maltbia & Marsick, 2021). Through this approach, companies can judge which are the aspects which can be chosen for encountering positively with the people to turn them in the favour of a company. The realisation of dominance over the individualistic approach among the people can help a company to uphold certain measures, which can be fruitful with the people with individualistic concerns such as setting a personal goal or objective by a company. The dominance over the collectivistic approach over the people can be beneficial for a company when any company introduces certain measures, which can drive the collectivistic person in the favour of a company such as establishing group goals (Han & Kim, 2019). Many companies consider this approach in analysing which approach will work best among the people; individualistic or collectivistic. On the other hand, as per the perspective of anti-essentialist, this approach has several loopholes such as if a company considers an individualistic approach, the other minority believing in the collective approach can be highly demotivated. Furthermore, on choosing the collectivistic approach, the employees can lack personal goals and pursuits along with encouraging laziness while delegating responsibility to others. The mindsets of people are changing constantly (Zainuddin et al. 2018). Therefore, considering this approach can be vague at various times as per the perspective of anti-essentialists.
Another approach of cultural dimension is masculine and feminine cultures, which the companies consider in order to design their work environment. A culture rich in masculine society is expected to focus more on materialistic success and things whereas a feminine society is expected to be much more delicate with more focus on the quality of life and people (Rojo et al 2020). On the contrary, anti-essentialist has a perspective that this significant approach is meaningless or rather vague because, with the changing generations, these masculine and feminine concepts are getting outdated. In recent times, there is no such thing that emphasises masculinity and femininity. According to anti-essentialists, every individual is different with different qualities, which can be nurtured and put to use for the betterment of any company. The concept is getting outdated; previously the emphasis on masculine society was immense which has been witnessed to be changing drastically with more emphasis on feminism and equality (Bissessar, 2018). The approach can be useful in the previous era where women preferred not to work and other such matters. However, in recent times, the perspective of anti-essentialist is highly in favour of individual people and their respective significant qualities irrespective of their gender roles in the workplace.
Uncertainty avoidance refers to the level of comfort, which the people of any company have with respect to changes and preferring the known systems. This factor is analysed by various companies in order to ascertain the behaviour of the employees in relation to any applied changes such as innovation in certain parts and others. Companies can be massively benefited if this approach can be ascertained appropriately. Analysing the behaviour of employees can be crucially important as this factor can drive transformation which can eventually lead to an increase in revenues. However, the anti-essentialists differ from such cultural dimensions which are categorising people into two different segments. Every individual is different with their different choices of leading their life (Pérez-Huertas & Barquín-Rotchford, 2020). Uncertainty avoidances can be among one of their choices of living a healthy life without having to risk much. Furthermore, according to anti-essentialists, there are people as well who are adventurous by nature and therefore in their parts, the implication of uncertainty avoidance becomes low. Biasing on the choices of the people and formulating organisational structure according to people’s choices can be ineffective, as these choices keep on changing with time. Every individual must be respected and valued and needs to be dealt with individually for the ultimate benefit of any company. Furthermore, these dimensions of cultures are critiques as outdated as well (Venkateswaran & Ojha, 2019). Their efficiencies are decreasing at an increasing rate, people are becoming modern with them, and their perspectives are constantly shifting as well.
The approach of power distance claims that all the societies belonging in different areas in the parts of the world are unequal and some societies are more unequal than the others are; therefore, the approach of power distance needs to be analysed in detail for applying better measures for handling the people. Obedience is seen to be on the rise with the society of high-power distance on the contrary consultation and involvement is expected in the society of low power distance. In contrast to this approach, anti-essentialist has projected this as highly ineffective in the current times (Stępień & Dudek, 2021). At the time when the countries were dominated solely by kings and queens, this approach was relevant, however, according to anti-essentialists, the focus and expectations from the companies and other such things is evolving existentially. The concept of equality is on the rise, people of every company have become a part of companies, therefore opinions and concerns are highly required rather than just directing them of what are the things to be done and what are not to be done.
Time perspectives are perceived in people with long term and short-term goals. This approach can be analysed by companies in order to figure out the mindsets of the people corresponding to the future and present. Making utilisation of analysing this approach, companies can be benefited with considering long term or short-term approach as per the analysed result of the people. However, according to the anti-essentialists, the times has changed dramatically since the time of developing such approaches, therefore, these approaches have lost their essentiality in terms of benefiting companies (Beugelsdijk & Welzel, 2018). The starting of such an approach was effective with the majority of people having long-term goals securing their future for their family and other such reasons. However, in the modern generation, several people are inclined towards adventure and want to get a taste of everything in life which promotes the short time goals and there comes the concept of living in the moment. Therefore, such approaches can no longer benefit companies as the majority of people do not incline to any one direction. Therefore, according to the anti-essentialist, the companies need to respect the choices of people and exercise certain measures, which can value both the company as well as the decisions of the people.
Approach for indulgence refers to that part of the society, which allows the basic and natural needs within themselves such as enjoying, and having fun, whereas, restraint refers to that part of the society that suppresses the need for satisfaction by regulating strict norms. This approach can be implemented by the companies for analysing the behavioural traits of the employees. Some of them can react abnormally by enforcing strict norms in the office culture whereas some can react normally. On the contrary, anti-essentialists perceive that these are outdated as every human being in the present generation values the satisfaction of normal needs of having as well as enjoying life (Tocar, 2019). Every approach has its benefit for the company and along with that has several loopholes which are identified by the anti-essentialist such as bias, being outdated, irrelevant to the present environment and others.
Reflection on the above two parts
The above section has helped in carrying out a critical analysis of cultural dimensions and how organisations can utilise cultural dimensions of a particular market and develop their business strategy with it improve their business communication. The analysis of the cultural dimensions has helped in the identification of various cultural aspects such as power distance, individualism, collectivism, masculinity, and other dimensions that are necessary for both organisations as well as individuals to consider (Wilson-Barnao, 2017). It has been seen that some organisations require the study of the market based upon the culture as it helps them in developing their products more effectively so that they can target the right customers and thereby achieve a higher amount of sales.
Based on these findings, I can come up with the conclusion that for the development of an appropriate and accurate business communication strategy it is essential for every organisation to consider the culture of a particular market in which they are operating. Failure in identifying the market’s culture can put the company’s operations at risk and can also damage the reputation of the organisation (Stalmirska, 2020). Moreover, organisations that are unable to analyse the market culture are often found to be struggling with their consumer base and in most cases do not have a stable and loyal consumer base.
On the other hand, the findings have also helped in understanding the views and perspectives of anti-essentialists. The study helps in understanding how anti-essentialists reject the presence of any trait, or qualities of consumers in the market which can determine or help in the development of a business communication strategy (Mikkola, 2017). In every market, there are organisations that adopt cultural views for developing their business communication strategy as well as there are also companies that follow the anti-essentialists approach of developing their business strategy. As a result, these organisations function differently and have different products and target customers. For instance, organisations that evaluate cultural perspectives and dimensions to develop their products, communication, and marketing strategies, have a consumer base whose preferences are constantly changing or are subjected to change. While, on the other hand, businesses that have an anti-essentialist approach have a target consumer whose preferences do not change over time. The most effective example of this would be businesses that sell fuel and energy (McFee, 2019). Fuel and energy can be considered as essential items and it is purchased by every individual irrespective of their culture. Another example of anti-essentialist can be pharmacists as medicine is a commodity that is purchased by every individual regardless of their culture.
Based on these findings and differences between organisations that value market culture and anti-essentialism I can state that the views and strategies are more dependent upon the nature of business. Furthermore, the adoption of a particular approach is also based on the kind of consumers the organisation has in the market as well as how dynamic the changes can be in consumer preferences.
Conclusion
The discussion above has helped in understanding the differences of opinions linked with cultural dimensions and anti-essentialism and the way these are contradictory and relevant to a specific form of business. The anti-essentials stand against the complexities that arise due to multiple cultural dimensions and avoid such segregations due which their consumer bases have no diversity or changes in preference overtime.
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