The Aspect of Intercultural Communication in Organizations of Samsung Company - Research Paper Example

DEALING WITH CROSS-CULTURAL DIVERSITY IN AN ORGANIZATION Insert student’s name November 13, 2013 DEALING WITH CROSS-CULTURAL DIVERSITY IN AN ORGANIZATION Introduction It is challenging to communicate in a global business environment. Even in cases where same language is used, misunderstanding arises due to cultural and ethnic differences. Poor communication can negatively affect organizational performance. Therefore, it is important to understand the impacts of globalization particularly on cross cultural communication. This is because the mentioned enables organizations to compete effectively in the global environment. Additionally, it is important for organizations to put in place strong internal communication strategies. Due to recent economic challenges, global businesses need to find ways of communicating with customers as well as employees from distinct cultures to attain organizational goals. Technological use has effects on how organizations communicate globally as well as market their goods and services. This study will examine the aspect of intercultural communication in organizations with case study of Samsung Company. Communication is vital for businesses. This is because it enables business to find market for their products and favorable compete in global market. Studies have proven that organizations that can communicate cross-culturally have competitive advantage over those, which cannot. This is because organizations can mobilize more resources and time to successfully conduct business, and spend less on external as well as internal communication. Consequently, communication enables people to express themselves with ease. This enables them to communicate their needs particularly basic ones. Additionally, communication that is associated with cultural understanding is important in preventing misunderstanding caused by personal prejudices and issues. Literature review Several studies have indicated a strong correlation between cross cultural communication and effective international management. According to Bovee and Thill (2010, p. 56), effective intercultural communication is necessary for both domestic and international managers as well as multicultural organizations. Employees as well as managers from diverse ethnicities and nationalities can experience not only misunderstanding but also misinterpretation and miscommunication. Therefore, managers who aspire to be successfully in a global environment need to be able to communicate cross culturally. Moreover, it is important for managers looking forward to working in global environment to be flexible and undergo intensive training in adjusting their communication patterns to meet the needs of the target audience. Effective intercultural communication determines the performance, international transactions, or productivity of a culturally diverse workforce (Chaney and Martin, 2011, p. 67). According to Joint and warmer (1996, p. 67), cross-cultural communication has focused on the effects of individual differences particularly on their communication abilities. This is because individuals may find themselves growing within one culture and hence find it challenging to cope in a diverse culture. Usunier and Lee (2005, p. 67), it is important for researchers to conduct studies on cross cultural communication in order to develop a better understanding of not only personal traits but also cultural diversity and standards. This is necessary as it increases awareness that can assist to handle their cross-cultural traits as well as deal with others. O’Rourke (2010, p. 283) on the other hand points out that individuals who have been exposed to different cultures are capable of altering their communication style in order to be understood. Harris and Morran (2000, p. 67) in their study emphasize the necessity of offering training on cross-cultural as well as communication skills especially for expatriates who are assigned to foreign countries. It is also important for organizations to ensure that employee are equipped with cross-cultural communication skills. This is because cross-cultural communication contributes to innovation, open dissemination of information, and collective problem solving. Additionally, in the global market, organizations can effectively utilize their core competencies if they value the necessity of external communication. Joint and warner (1996, p. 6) argue that cross-cultural communication enhances absorptive capacity of an organization. This is due to the fact that it offers a unique perspective whereby the needs of the stakeholders can be satisfied. Moreover communication is the backbone of the organization and hence it should be supported. Nonetheless, if organization is characterized by random flow of information with no apparent directive, the organization may fail to benefit. Additionally, when leaders are incapable of communicating, productivity is affected negatively. Furthermore, tension and conflict arise when employees fail to understand the importance of their personal contribution to the organization success. Holden (2002, p. 56), argues that culture can influence how individuals perceive other people’s actions. This perception of other directly influences interpretation of action and behavior. In order to communicate cross culturally, it is essential for people not to base their perceptions personal prejudices and biases but on facts. In most cases, success business leaders need to balance organizational objective and global challenges. Additionally, global leaders should be able to navigate through various cultures. O’Rourke (2010, p. 280), cultural intelligence is the abilities that enable an individual to interact with people in an environment that is culturally diverse. It is also important to be in a position to communicate across the globe despite their geographical location in order to attain result and create competitive advantage. In the global environment, global markets there are transparency of physical boundaries. It is necessary for global leaders to be informed of their personal cultural biases. Bennett (1998, p. 5), in his study revealed that organization culture influences employees attitudes as well as motivation towards innovation. Bonnet in his study identified three key factors, which include; learning supports, availability of resources as well as management support are key contributors to innovation. However, the mentioned factors are correlated to implementation; nonetheless, it was only management support that was important to innovation. This support the conclusion that it is possible to achieve organizational success but only if employees actively part in innovation process. Furthermore, it is important for organizations to have procedures that encourage innovation. This can only be achieved if all employees feel part of the organization. Method used in collecting data A questionnaire survey was prepared and distributed to about 30 employees of Samsung Company drawn from diverse cultural backgrounds. The data collected was applied in developing a cross-cultural communication model. The research addressed the similarities as well as differences that exist in communication strategies in addition to the impacts of building relationships. It also examined the barriers to cross cultural communication within the organization. However, passed studies applied a field-approach, which allowed information exchange from different sources. From the data analysis, it is evident that when controlling for the purpose of conceived organizational support. Some of the topics that were discussed in the questionnaires included, individual experiences as well as interactions of those from distinct cultural backgrounds, 2. Reaction to changes, 3. Discussion on how culture affects communication. The company was Samsung. The study involved examining how the company has adapted cross-cultural communication. The effects of cross-cultural communication on the company’s productivity and performance are also highlighted. The researcher’s role was that of the consultant. Findings and discussion 80% of the employees interviewed were positive to organizational changes such as adaption of technology. Additionally, 50 % were trained on cross-cultural communication and its importance to organizational performance. From the study, the participants reported dimensions of intercultural dimension, which may result into negative influence because of cultural diversity within the organization. Despite the cultural differences, 70% of the team members interviewed within the Samsung Company were not confused while seeking clarification and clearer responses from other team members. Hence, communication within the team members in Samsung is smooth. Consequently, there was a difference between personal and contextual styles. The contextual style among the employees was formal. The mention was a reflection of the organizational and social differences between the employees and hence crucial in maintaining a social context. On the other hand, personal style assumed the aspect of equality and similarity. According to the Japanese and German nations in the Samsung Company pointed out English language is more formal compared to their own languages. This made them not to made the social structure that is present in German and Japanese languages. The inability to ensure that there was social structure left them frustrated. From the interviews conducted it was evident that the company has employees from diverse cultures. It also employs cross-cultural communication. Transfer of knowledge as well as ideas from one person or place to another is the main function of communication. The essential and first stage in the communication process is input. For communication to occur someone need to say something. Therefore, communication is considered successful if the receiver demonstrates that he/she understand the message. However, rom the organization view, there are many barrier to communication. For the model chosen for this study, culture refers to both traditions and customs that is present in the country that the organization is located. The customs and traditions influence procedures as well as policies that businesses implement. Minimal conflict, innovation and improved information dissemination can only be achieved if communication barriers are eliminated in the organization. In order to be successful global corporation communication is important. One of the challenges encounter is the need to communicate in a diverse cultural setting. Cross-cultural communication contributes to continuous flow of information and creates dialogue. Information exchange not only addresses assumptions but also clarifies unclear points. Additionally, it offers participants to take part by asking questions as well as confirm received information. Dialogue prevents conflicts, which may arise due to cultural misunderstandings. It is evident that Samsung uses cross-cultural communication to improve their overall performances. Samsung Company is unique because it focuses on risk taking initiatives and human resources. Samsung Company does not hire high percentage of Koreans but draws its employees from other nations. Organizations culture is like a family unit that brings people together. Hence, decisions take place in a collective environment. The mentioned enables efficient communication among employees and between employers and employees. It is possible for employees to show lack of support even in situations whereby decisions are well communicated. Additionally, from the interview it is evident that workforce can be one of the barriers to communication especially if they are not valued. The mentioned reflected on Samsung. Samsung expected its employees to stay at work until they finish their work. Nonetheless, with high percentage of younger employees entering the company, and with high expectations, Samsung embraced change. The company’s management decided to change working hours from 5.00am to 7.00am to 4.00 pm. Samsung aimed at making the employees more productive and team oriented. This is change in working hours made employees to work together. Additionally, managers and supervisors had active role in ensuring that works were working. The change in working hours was a cultural shift. Samsung Company is one of the global leaders. One of the company’s objectives is technological development. This is to ensure value creation in the organization with diverse culture. This will ensure that the company competes favorable in the global market. Technological advancement in the organization requires information sharing within the organization. Therefore, it is evident that Samsung had employed efficient cross-cultural communication strategies with customers and employees simultaneously. This ensured that the company’s objectives are met. Some of the Samsung’s competitive advantage includes highly skilled technicians and engineers, management experience and talent, and commitment to work. In order to expand globally, Samsung has utilized the aforementioned competitive advantaged. The study has demonstrated how culture influences organizational communication. Samsung is a good example of company that demonstrates. Samsung has learnt from its past mistakes. Samsung has strategies, which support its growth in the global market that is characterized with diverse cultures. Cross-cultural communication is challenging, particularly when there is unfamiliarity with information receiver. The following are some of the steps that can be used to ensure cross-culture communication within the organization. a) It is important for Samsung to come up with expectation, which is concise on ways to accomplish its mission. b) It is also important for Samsung that its employees have a clear understanding of their roles. c) Samsung should also invest in communication time. d) Samsung should also ensure two-way communication. Samsung has made many mistakes in the usage of expressions and words. It is also evident that lack of cultural knowledge and goodwill contributes to challenges in communication. The cross-culture model applied in this study is helpful in obtaining feedback particularly from the global market. It further highlights the existing barriers to cross-culture communication. As business organizations embrace competitiveness and global ventures, decision making, inter-cultural communication, cultural differences and cross-culture negotiation, failure or success in managing multicultural or diverse workforce largely relies on the ability of company’s manager to communicate with workforce as well as customers from different backgrounds and nationalities. It is also important for company’s managers to show respect to cultural differences. Additionally, cross-cultural communication enables multicultural and multinational managers to succeed in various strategic alliances, foreign operations and global joint ventures. Consequently, because communication is culture bound and specific, it is necessary for organizations involved such as Samsung to understand, appreciate as well as learn distinct cultures cultural habit in order to operate in a global environment. Acquisition of the mentioned competitive competence and skills are important in establishing a long lasting strategic management (Usunier and Lee, 2005). Conclusion Increased complexities causes negative effects of cultural diversity due to dispersion and heterogeneity. Language and cultural differences among employees and between employers and employees causes misunderstanding. From the study, it was evident that language and cultural barriers result into communication challenges within an organization. Cross-cultural communication is important in the global business context. Therefore, it is important for managers seeking to work in the global context to be trained on cross-culture communication skills. The employees should also be made aware of cross-culture communication within the organization and its importance in ensuring improved organizational performance. REFERENCES Bennett, M. J. (1998). Intercultural communication: A current perspective. In M. J. Bennett (Ed.), Basic concepts of intercultural communication: Selected readings (pp. 1–34). Yarmouth, ME: Intercultural Press. Bovee, C. L., & Thill, J. V. (2010). Business communication today (10th ed.). Boston: Prentice Hall. Chaney, L.H. & Martin, J.S. (2011). Intercultural business communication (4thed.). Upper Saddle River, NJ: Pearson Prentice Hall. Harris, P R. & Moran R. T. (2000). Managing cultural differences. Gulf Publishing Company: Houston, TX. Holden, N. J. (2002).Cross-cultural–A knowledge management perspective. Pearson Education Ltd., Edinburgh Gate Harlow. Joint, P. and Warner, M. (1996). Introduction: Cross cultural perspectives. In M. Warner & P. Joynt (Eds)).Managing across cultures: issues and perspectives (pp. 3-6), London: International Thomson Business Press. O'Rourke, J. S. (2010). Management Communication (4thth ed., pp. 280-289). Upper Saddle, Rver, NJ: Pearson Prentice Hall. Usunier, J. and Lee, J. A. (2005). Marketing across cultures (fourth edition).Pearson Education Ltd., Edinburg Gate Harlow. APPENDIX Sample questionnaire a) What is your view on cultural diversity within your organization? b) What do you consider as important in communication and why? c) Are you aware of the cross culture communication and its importance to organizational performance? d) Are you on the cross-culture communication and its application on the global context? e) Do you have trouble while dealing with fellow employees or the employer? f) What are some barriers to cross-cultural communication you have experiences as an employee within Samsung? g) Do you think mangers need to appreciate cultural differences in the organization? h) Do you think technological change is important in diverse workforce? Thank you Letter of request Dear sir/madam, I am a student at …………………. Undertaking……………….I kindly request you to assist me in taking a research on Samsung Company on cross-culture communication by taking part in the questionnaire survey. The survey is only for education purpose and shall not be used someone else. Thank you for your support. Students details…….. Read More