Intercultural Communication


Communication is a critical element in the success of business organizations. The core objective of businesses in their operation is to maximize their profit. As a result, firms are increasingly expanding into the international market in an effort to attain their objective.

Upon determining the market potential in the international market, it is critical for firms’ management teams to evaluate the various factors that would be necessary in the exploitation of the market opportunities.

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One of the factors that firms should take into consideration relates to communication. The article ‘Intercultural Communication in Business Ventures Illustrated by Two Case Studies’ by Michael B. Hinner and Tessa Rulke clearly illustrates the importance of ensuring effective intercultural communication.

This paper entails an analysis of this article by elucidating how the article relates to the course business communication. The principal thesis and the central arguments are highlighted. The significance of the article to businesses organizations is illustrated. The paper also highlights the various ways in which the paper has enhanced my knowledge, clarified issues and enlightened me. The important questions raised by the author are identified.

Thesis of the article and its relationship to business communication

Currently, businesses are faced with a challenge arising from the high rate of globalization. This has led into an increment in the intensity of competition amongst businesses. To survive in the long term as going concern entities, it has become necessary for firms to venture into the international market. To attain an optimal market share, it is critical for firms to be effective in their business communication.

Despite integrating the concept business communication, a firm may fail in its internationalization efforts if it does not take into consideration the existing cultural differences. This arises from the fact that culture plays a critical role in determining the customer’s consumption behavior. Hinner and Rulke (2002, p. 3) asserts that intercultural communication has become an important element in the success of firms due to the high rate of globalization.

The thesis of the article entails illustrating the importance of appreciating cultural diversity in a firm’s business communication. According to Gibson (2002, p.10), cultural diversity arises from existence of difference with regard to various cultural issues such as beliefs, attitude, perception, norms and language.

According to the article by Hinner and Rulke (2002, p. 3), one of the factors which causes organizations to fail in their internationalization strategy relates to failure to develop effective intercultural competence. The article highlights the fact that failure to take into consideration cultural differences a firm’s operation may result into mistakes which may arise from cultural misunderstanding. The article highlights that such misunderstanding may emanate from miscommunication.

Significance of the article to businesses

The article is of importance to business that is intending to venture into the international market. Upon venturing the foreign market, firms experience cultural difference which may limit its operational effectiveness. The article emphasizes the fact that intercultural communication is a critical consideration by firms in the process of formulating international marketing strategy.

When formulating their marketing campaign, the article highlights that it is important for businesses to consider the existence of cultural differences. By attaining effectiveness in communicating across cultures, the article asserts that organizations are able to attain a competitive advantage in the foreign market. Businesses will also be able to appreciate the fact that that it is not possible to differentiate between culture and communication.

Through the article, businesses will be able to appreciate intercultural communication as a core component in their international marketing. This arises from the fact that success in marketing can only be achieved through effective communication. Incorporation of intercultural communication will enable businesses to be effective in meeting the needs of customers in the international market.

Ways in which the article has enhanced my knowledge

The article has greatly enhanced my knowledge with regard to the importance of intercultural communication in a business’ effort to attain an optimal market position in the foreign country. From the article, I have appreciated the importance of incorporating intercultural communication in the process of formulating international marketing strategies.

This means that it is possible for an organization to develop its competitive advantage through effective intercultural communication. Additionally, I have appreciated the fact that intercultural communication can aid in minimizing challenges such as business loss that may arise from miscommunication and misinterpretation due to cultural diversity.

Important questions raised by the author

The author raises two main questions. One of the questions relates to the importance of culture and communication. The author asserts that businesses should integrate culture in their business communication in order survive in the market.

Additionally, the author also raises a question regarding the relationship between culture, communication and international marketing. The authors are of the opinion that organizations should understand the culture of their customers in order to be successful in introducing products to the foreign market.


The article has illustrated the importance intercultural communication in businesses. The article has emphasized that businesses should consider intercultural communication in their internationalization strategy. By developing competence in intercultural communication, an organization is able to position itself in the international market.

Reference List

Gibson, R. (2002). Intercultural business communication. Oxford: Oxford University Press.

Hinner, M. & Rulke, T. (2002). Intercultural communication in business ventures illustrated by two case studies. Freiberg Working Papers. German: University of Bergakademie Freiberg.


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