Cultural Orientation in Business Communication

Culture defines the lifestyle of a particular region or country. Cultural orientation is an inclination to think, feel or act in a way that is culturally determined. It defines the basis of differences among cultures such as self-identity, interpersonal relationships, communication, resolving conflict. As the business has become more global, culture has a huge impact on business activities. All businesses have a culture; it’s the shared values that distinguish businesses from their competitors.

Therefore a proper understanding of cultural differences and overcoming language problems are the challenges for business executives. While culture can be reflected in a business’s brand, it’s a broader concept that affects many aspects of a business’s operations, including its communication abilities. It means that people in business must understand the laws, language, customs, business policy & practice, and mindset of different cultures.

Cultural Orientation in Communication

Business units sell their products and services both domestically and internationally. Defined as the values and actions that create a unique social presence for a business, organizational culture plays an important role in business communication. Proper communication with others helps to understand customers’ needs and therefore winning the business.

Business communication specifically refers to the act of giving and/or receiving information within or outside a business for the benefit of the business. Communicating across cultures effectively improves productivity and efficiency and promotes a better work environment. Moreover, if cultural barriers are reduced, business enterprises can hire skilled people from other cultures and this will enrich business life.

Business communication can be formal or informal – something that a business’s culture can influence. Some businesses value informal business communication, such as face-to-face meetings, more than formal communication, like pre-arranged business meetings. In the hospitality industry, informal business communication is often emphasized because of its ability to connect with customers and guests on a more personal level.

Multi-national organizations hire people from different cultures and train them from time to time to adjust to people from different cultures. Employees of such enterprises are skillful to work globally.

It’s important to note that culture affects nearly all aspects of business communication. Some of the most noticeable influences involve the formality and mediums used in business communications, but a business’s organizational culture can shape and mold nearly every aspect of its communication.

Communication is fundamental in business because business is a collaborative activity. Goods and services are created and exchanged through the close coordination of many persons, sometimes within a single village, and sometimes across global distances. Coordination of this kind requires intense communication.

So, culture is very important in our communication and we can win more business internationally if we can enhance our knowledge and understanding regarding more and more cultures.

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