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An Evaluation of Cultural Issues on International Business Performance

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An Evaluation of Cultural issues on International Business performance

International business is dependent on co-operation and understanding. It is difficult to achieve this when there are so many inevitable cultural differences between countries and traders. While globalisation has meant the breaking down of many barriers, there are still issues that are unresolved or in need of some further development. Cultural issues such as communication, especially linguistically, religion and a cultures taste or preferences are still important today. When we look to the future these issues becomes perhaps even more important as international relationships continue to grow. The development of markets and the emergence of strong economies such as India and China are challenging the European market and deserve our attention. Therefore, we must examine these aspects over the range of geographical areas and evaluate their status and potential to develop further.

The first major aspect of cultural issues can be seen in the obvious language barrier. If we look at China we can see that there are important aspects such as not just having phonetic translations of a product which will be confusing and irrelevant to a Chinese consumer. If it cannot be related to then it decreases the likelihood of being bought. Distributors have even been known to refuse to sell a product without a suitable Chinese name. However, it is not always just the translation that affects business. Meetings with a mix of native and non-native English speakers often cause breakdown in communication where the non-speaker feels excluded and inferior if they do not have the vocabulary to debate, even if it is a specialist subject of theirs, and the native speaker wonders if the former is up to the task. This inability to build up trust and a cordial relationship adversely affects the business efforts because a lot is based on connections, especially when venturing out to expand in another country. India is one of the best, along with the Philippines, in understanding and communicating in English which puts them ahead on the international stage and attracts business opportunities; this is because of the ease in which a company can manage a foreign branch when there are no language problems. This is shown in practice when we look at IKEA and the expansion they have undertaken. It is largely due to their good communication of English that they can gain knowledge of the market and be quite so successful in their endeavours. From this we can see that communication is very important in the business world, having been integral to IKEA’s success and while obvious development is needed in areas such as China, this issue is largely becoming a positive for international business performance.

An important factor in business performance is the market in various countries and the demand for what a company is selling. For example, in Europe most fashion is similar and there is not much variation so companies are able to apply business models generally over different markets. However, when a company tries to reinvent itself even just in the neighbouring country then it can put off consumers. M&S did this by trying to be too chic in Paris and alienated regular customers who wanted simplicity. Preference can also play a major part in a business’ performance depending on the characteristic of a nation, for example the Chinese are very keen on Western brands as they are recognised as being of high quality. This was evident during the baby formula contamination earlier this year that led to a surge in demand for British baby formula such as Cow and Gate. As a result of brand preference and necessity business performance was boosted, at least for the businesses that had strong brand reputation. In India, almost the reverse can be seen in their search for manufacturing cheap, affordable versions of Western commodities. The Tata Nano for instance being the world’s cheapest car tailored especially for the population of India, many of whom are on low incomes. This is a new niche in the market which has not been fully exploited yet; the introduction of cheap goods in India is a big seller. Overall for tastes and preferences we can see that there is a huge amount of variety in success but also failures. The difference in market is good for performance because it allows room to expand and globalise further.

Religion is a cultural institution that when practiced directly affects human behaviour; it can encourage production and commercial activity which produces trade or it can condone short-term happiness which may deter an individual from pursuing economic transactions. India in particular has a mixed business relationship with religion, for instance a main religion in Hinduism encourages economic well being yet also restricts trade to certain castes. As India Westernises they may become less stringent on the caste system which would increase productivity but at the moment there are still restrictions that limit it internationally precisely because of the Hindu exclusive trading partners. China is so densely populated that there are many religions within the country which have not substantially restricted trade at all, how far that is because of state party control is debatable but since it is the economic powerhouse of the world right now it shows the variety of religion is not holding it back. While this shows religion may not be as much of a cultural issue as it is made out, we have not yet examined the Islamic countries and their tense relationship with Christian states usually over the prized resource of oil. The instability around this has been divisive in recent years with prices being marked up for unfavourable countries. Thus, religion can be seen as both good and bad for international business performance since it can be a catalyst for productivity but also as leverage in negotiation of resource costs.

In conclusion, we have seen that there are several key cultural issues in today’s business environment such as religion, tastes and communication. While the communication barriers are being gradually broken down as globalisation continues to increase, which can only be good for international business, the tastes are slowly Westernising. This can be seen in India’s pricing down of commodities such as Tata Nano in order for everyone to be able to have a Western car. However, the greatest instability for international business performance is religion. Even in the modern era it affects international relations and as a result of the politics, there are direct consequences on trade between countries. Overall however, I would say that cultural issues were becoming less issues and more aptly described as aspects since they are on the whole more positive.

Bibliography

Breukel,E. 2012. Overcome Language Barriers in Local Business[Online].
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[Accessed: 29 May 2013].

Dickens,G. 2013. Retail Cross-Cultural Issues in International Business - IKEA [Online].
Available at: http://academic-hub.blogspot.co.uk/2013/05/cross-cultural-issues-in-international.html
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Foreign Entrepreneurs in China. 2012. Retail in China: Choosing your Business Model and 10 Tips for a Successful Set Up [Online].
Available at: http://www.foreignentrepreneursinchina.com/2012/03/retail-in-china-choosing-your-business-model-10-tips-for-a-successful-set-up/
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Helble, M. 2006. On The Influence of World Religions On International Trade [Online].
Available at: http://www.princeton.edu/jpia/past-issues-1/2006/11.pdf
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Moutet,A. 2011. Paris had a Marks and Spencer again, but it’s in the wrong size and in the wrong place [Online].
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Sky News. 2013. Baby Formula Rationed in UK Over China Demand [Online].
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[ 1 ]. http://www.foreignentrepreneursinchina.com/2012/03/retail-in-china-choosing-your-business-model-10-tips-for-a-successful-set-up/
[ 2 ]. http://www.intercultural.nl/Publications-Detail.aspx?GroupID7c9ece9c-8800-47c4-91e4-341b2a57895a=e772c8d0-319f-41a2-a932-adf3baa86dd1&ItemID7c9ece9c-8800-47c4-91e4-341b2a57895a=b63fdecd-7147-41a1-891c-5cc05a7a0e8d
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