The integration of the globalization phenomenon into business has had a significant impact on international business strategy (Croucher, 2004). The most common definition of globalization encompasses the political and cultural and social economic aspects of regional and local territories, which have become interconnected via contemporary global methods of information exchange (Croucher, 2004).
Furthermore, it is submitted that integration of globalization in international business has primarily impacted business strategy. As such, Bannon and Mattock highlight the importance of effective cross-cultural communication and posit that “whatever deal you are hoping to strike, it will be influenced by the background culture, company style and individual character of your partner” (2003:2). With regard to culture, Bannon and Mattock argue that “your business partner's background culture – will affect his approach to every decision (2003:2).
[...] On this basis, a converse argument is that culture is not always helpful in considering the appropriate communication process in international business and Haviland highlights the point that focusing on cultural norms in shaping communication modes in business lends itself to narrow assumptions regarding characteristics of a culture (Haviland, 2002). This in turn ignores the point that such generalizations can fail to address the actual nuances of the particular culture and the generational context within which such culture is being considered. [...]
[...] ; Uncertainty avoidance the extent to which culture influences the completion of a task; Individualism/collectivism the extent to which culture influences individuality or collective traits, which in turn fuels the use of stereotypes; Masculinity –where the cultural perspective informs gender roles; Context considering context, Hofstede argues that this refers to pattern of physical cues, environmental stimuli, and implicit understanding that convey between two members of the same culture” (In Thill & Bovee, 2007:70). Time orientation Hofstede posits that a culture's attitudes towards time is distinctively influenced by cultural norms; and Authority which in turn correlates to familial, societal and organizational authority structures. [...]
[...] Accordingly, it is submitted that whilst both Hofstede and Hall's models of cross cultural communication press the importance of acknowledging cultural differences as part of international business strategy; Hall's model highlights the point that cultural norms will intrinsically change and continue to develop as part of the evolutionary process. This is further evidenced by the concomitant impact of globalization and digitization of traditional business models on cross-cultural communication. As such, it is submitted that Hall's model underlines the point that continued adherence to cultural stereotypes is arguably dangerous in cross- cultural communication as they fail to take account of the continuing changes to cultural norms. [...]
[...] Wardrope relies on Hofstede's model and comments that with increasing foreign direct investment into Latin America, appropriate cross-cultural communication is important and that “given the enormous potential for increased business with Latin American constituents, it is incumbent on US entrepreneurs to approach, negotiate and maintain relationships with Latin American business professionals whose cultural backgrounds differ from their (Wardrope However, whilst there appears to be a consensus in the need to address cultural variances in cross cultural communication in international business, there remains debate as to the role of cultural stereotypes. [...]
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