5 Jun 2022


Cross Cultural Issues in International Business

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Academic level: Master’s

Paper type: Research Paper

Words: 624

Pages: 2

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Cross cultural issues are likely to bring barriers in the business communication, especially at international level. In that sense, it becomes important for all international organizations and their representatives to familiarize with the diverse cultures in a bid to deal with various issues coming up. In order to realize competitive advantage on the global market, international organizations need to understand cross cultural issues (Lu & Fan, 2017). Notably, cross culture has influence on various aspects of the international business communication in negotiations, business relations, international management, and marketing communication strategies among others. In the ensuing discussion, the focus is on cross cultural issues in international business among them traditions, religious and cultural complexities, etiquette and negotiation methods among others. 

One of the cross cultural issues in international business is adherence to traditions, religious and cultural complexities (Kaynak, 2014). In a bid to deal with this issue, patience is needed. Every negotiation stage requires that consent of all persons is needed. For instance, while doing business with Asians, negotiators of international companies need to show respect. Relations among parties and good interpersonal relationships are significant. In a country such as China, the society embraces the protocol system which goes hand in hand with social status, gender, age and certain situations (ADAMCZYK, 2017). When it comes to negotiations at business meetings, Chinese do negotiations only in groups and before any business commences, they insist on knowing their business partners. While going for business in Japan, greetings are given priority. Shaking hands and bowing is a sign of respect. In that sense, international companies need to understand the various cross cultural issues that touch on traditions in order to succeed in Asian countries among other nations. 

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Etiquette while conducting business is a cross cultural issue evident in most multinational organizations. Formality of addressing foreign business colleagues and partners is a significant issue while doing business at international level. A wide range of cultures find it appropriate to address fellow business partners in their first names, while other cultures demand that one uses title or surname. For instance, in the United States and Canada, business colleagues prefer to use first names while meeting with new partners (Guang & Trotter, 2012). However, the situation changes when doing business with countries such as China, and Singapore. Individuals prefer to be addressed formally using surname or using Mr. and Mrs. In Russia and Greece, foreign business partners are expected to observe time, which is different in Ghana or Nigeria, where being late for business meeting is normal (Ganapavarapu & Sireesha, 2015). In that sense, international organizations need to understand cross cultural business etiquettes depending on the country they are targeting. 

European countries such as France, Germany and the United Kingdom have diverse cultures. For instance, France and other Mediterranean nations have expressive, moderately monochromic and formal culture (Ganapavarapu & Sireesha, 2015). They love speaking their own language, and as such, while going for international business deals, the best thing is to have an interpreter. The French people have a rare negotiation skill full of tricks and they care about their interests only. While going for international business in Germany, companies should always have a proper working order. Germans have a value for chain command and perfectly prepared meetings. They have a rigid style of negotiation, and any failing deadlines are not tolerated. Honesty and reliability is prioritized, and Germans like good manners (ADAMCZYK, 2017). While going for business in the United Kingdom, international companies should be punctual. During business negotiations, Britons are competent, and disciplined, and they employ traditional etiquette. They remain diplomatic and sincere in all international business deals. 

In overall, cross cultural issues in international business range from negotiations, communications, business etiquette and greetings among others. Expectedly, organizations should familiarize themselves with a wide range of traditions while going for business in Asian countries, in European nations, Africa and in other parts of the world. While some nations respect deadlines and greetings, others pay much attention to language and methods of negotiations. 


ADAMCZYK, M. (2017). The importance of cultural differences in international business. Central European Review of Economics and Management. Vol. 1, No. 2, 151-170 

Ganapavarapu, L. K. & Sireesha, P. (2015). Cross-Culture Issues in Global Work Place Expatriates at Global Work Place. IOSR Journal of Business and Management (IOSR- JBM). 2319-7668. Volume 17, Issue 8.Ver. IV, PP 22-26 

Guang, T. & Trotter, D. (2012). Key issues in cross-cultural business communication. Anthropological approaches to international business, ‘‘African Journal of Business Management”, vol. 6 no. 22, pp. 6456–6464 

Kaynak, E. (2014). Cross-National and Cross-Cultural Issues in Food Marketing. New York, NY: Routledge 

Lu, C. & Fan, W. (2017). Cross-cultural Issues and International Business Communication Practice: From an Anthropological Perspective. Journal the Anthropologist Volume 22, 2015 - Issue 1 

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