EXISTENCE OF ATTITUDE ISSUES IN CROSS-CULTURAL ORGANIZATIONS
Author Note
Table of Contents
Introduction: 3
Addressed communication issue: 3
Communication model integration with the issue: 3
Process of resolving the issue: 4
Conclusion: 5
References: 6
Introduction:
In every cross, cultural business communication different types of complications derive that that hampers the effectiveness of the value of the communication. Communication is a major element to deal with the external and internal stakeholders of an organization either domestically or internationally. In a case of PAL MALL, a US-based tobacco company performs their business in Bangladesh that reflects cultural differences in the communication practice. The attitude of both of the country and style of dealing with tobacco is quite different therefore a major rise that is going to be discussed in the report. The issue identification and its reason will be linked further with the diversity training model to develop some improvement method to make the communication effective.
Addressed communication issue:
It has been observed in the companies of developed countries in the world perform their business based on their culture and during expansion of business they are unable to maintain proper attitude towards the other country’s value. However, Logan, Steel & Hunt (2015) opined that lack of politeness, understanding, and respect towards the value of the local people of the country the wrong exhibition of attitude disturbs the entire business communication between the cross-cultural nations. As a real incident it can be demonstrated that during the business deal between Bangladesh and PAL MALL, the US-based Tobacco Company, body language, and attitudes did not manage in a balanced manner. The culture of Bangladesh is not that much liberal than the US country. Female of the country Bangladesh does not smoke tobacco, and it’s a part of their culture. Deficiency of priority and respect over the fact the communication between two countries become ruined that downturn the interest of Bangladesh to deal with the product of the brand. Martin (2015) mentioned that due to disrespect feeling it develops a distance in the relationship that significantly creates issues during the time of business. The attitude in a communication ruin relationship between business organizations which is a hindrance for both of the companies. Such attitude in communication is accountable to make a communication familiar and transparent that destroys the objective of the business and purpose of the communication (Paternotte et al., 2015). In many cases, for permission, an organization needs to communicate with the local government of a country. At that time negative and dominating attitude results from the rejection of the permission of an organization.
Communication model integration with the issue:
The communication issue can be integrated with Berlo’s Model of communication in which there are different steps through with a message passes to the receiver from a source. According to Holmes (2015), Sender, Message, Channel and receiver are four steps that help to accomplish a communication. However, in these steps, a number of components are a present, and proper utilization of those components help to make a communication successful. Attitude is a component of the source and the receiver of the model hence, match between these two attitude frequencies is required to make a communication successful. Ladegaard & Jenks (2015) stated that during the time of development of a communication issue deficiency of equity between two parties takes place. During the business communication between the US and Bangladesh, the business organization of US named Pall Mall is unable to manage their way of presentation as per the cultural values and skill of Bangladesh to make them feel familiar and comfortable. In this context, Henderson, Barker & Mak (2016) stated that knowledge, self-modification skill of communication and a social and cultural background is similarly responsible for communication error that is often taken place during interaction between superior and inferior parties. After the release of the message from the source, it can pass through different media such as audio-visual, touching, smelling and testing.
Attitude of communication
Attitude of communication
Through face to face communication
Figure 1: Berlo’s Model of Communication
(Source: Barker & Mak, 2016)
However, all these methods of the message flow are regulated via the culture of the particular nation the individual belong from. The dissimilarity between the cultural thinking develops a wrong perception due to the show off nature of superior attitude by Pall Mall during the formal communication with the business organization of Bangladesh. Therefore, lack of knowledge regarding the regional way of living results in the domination that is very insulting for the underdeveloped or developing country. According to Fall et al. (2013), the process of communication is not only performed by managing the components of communication. Hence, it affects the smoothness of the communication between two parties. As per the communication model of Berlo, the components reflects the need of skill during the message delivery that can satisfy the values of the other party from the different aspect. Communication model is made to fulfill the requirement of accomplishment of interaction (Martin & Nakayama, 2015). Attitude downturns the potentiality of the communication, therefore, maintenance of attitude as per the requirement of humanity is the concept which is provided by the model of communication proposed by Berlo.
The process of resolving the issue:
To resolve the issue from the communication process, attentiveness of Pal Mall needs to generate towards opposite parties social thought and values. In this context, Chávez (2013) opined that by utilization of diversity training model a multinational business practice could be upgraded. It will help the management to generate their knowledge regarding other cultures and process of communication along with proper utilization of the balanced components from the Berlo’s model of communication. In the diversity training model variety of status and multiple styles of communication, regulation is taught. An organization like Pall Mall enables to develop the criteria that help them to manage the communication depending on the cultural and personal values of Bangladesh to make their objective fulfilled ethically. In this aspect, Alexander et al. (2014) commented that ethics and value of the individual are also important to be flexible to learn the process of dealing with the international stakeholders. Such flexibility is only the process to provide the smooth improvement in the communication issue between Pall Mall US and Bangladesh. Attitude is a behavioral component. Hence, concentration on the proper behavioral practice in the case of multinational business practice increase the chance of effective communication and cracks the deal to Pall Mall.
Conclusion:
It can be concluded that attitude is a major issue in the communication process between the tobacco company and the business environment of Bangladesh. It is responsible for harming the respect of the individual present in the opposite direction of the message. The model of communication by Berlo is a complete framework that helps to understand the method of successful communication that provides a transparent concept of proper message transfer and the steps. The requirement of equity between intellectual components of Pall Mall US and Bangladesh is helpful to develop a positive sense of communication that ensures the chance of effective communication for a fruitful outcome. Finally, diversity training model has been discussed to improve the communication error for the ultimate return of the applied strategy through the communication between the business organization and the country. Hence, it can be commented that the dominating attitude in communication is a major problem to destroy a cross cultural relationship between the US and Bangladesh however; proper management and training can resolve the issue in an easy way.
References:
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