CROSS CULTURAL COMMUNICATION BARRIERS IN WORKPLACE

In today's changing business scenario increasing number of firms extends their business abroad. Effective communication with people of different cultures is especially challenging. Cultural awareness shapes how business firms behave in cross-culturally reflected international markets. It is broadly recognized that cultural factors act as invisible barriers in international business communications. Understanding cultural differences is one of the most significant skills for firms to develop in order to have a competitive advantage in international business. Organizations should focus on eliminating the cross cultural communication barriers. Understanding of cultural diversity is the key to effective cross-cultural communications. Firms which fail to understand the cross cultural communication barriers face several issues in many aspects of international business communication. It impacts free trade policies, localization and standardization strategy decisions, advertising, brand effectiveness, business relationships, international business management, international marketing, international negotiation, and consumer behavior, staffing, industrial relations, interpersonal relationships, negotiation, and teambuilding. Cross-cultural communication presents a fine opportunity to foster global peace and prosperity. It may also present unpleasant consequences if not well managed. Many problems arise in our workplace today as a result of the barriers cultural diversity imposes on cross cultural communication. Cross-cultural communication barriers such as anxiety, uncertainty, stereotyping, and ethnocentrism are caused by inadequate cultural knowledge and the lack of intercultural communicative skills. Adequate training in cross cultural communication and exposure to other cultures is essential in eliminating these barriers. This paper concludes with a suggestion for the understanding of the effect of cross cultural communication barriers on international business.