In this chapter, the background of the study, problem statement, purpose of the study, research question, significance of the study and definition of terms of this research is provided.
Background of the Study
The global market around the world has evolved primarily due to globalization and expansion of business internationally, making the topic of intercultural communication more and more important. Different factors point out differences when we refer to the word culture. Majority of businesses are increasing their efforts to successfully manage cultural communication between employees. Researchers found notable differences, benefits and practices to overcome them on the business outcomes (Milliken & Martins, 2006). Some examples of benefits are found in the study conducted by Williams & O’Reilly (1998) showing that a diverse cultural interaction can increase different cognitive aspects that can influence the creative and decision-making process. The communication accommodation theory (Giles, 1973) posits that people adjust their speech, vocal patterns and gestures which suggest some obstacles such as cohesiveness condescend and over-accommodation. The high and low context theory proposes a message with an implicit meaning in some parts of the communication from one part while a message with a clear meaning from the other part (Hall, 1976).
As global markets emerge, intercultural communication is becoming a business necessity in the goal of expanding a company around the world. Employees obtain different types of benefits from these interactions, one of the most important is respect from other workers and business growth. Top organizations all over the world communicate with a significant group of ethnic and culturally diverse employees. Intercultural communication is becoming important in a multi-cultural environment. Globalization of diverse populations requires the intermulti-cultural communication from the top management to diverse employees in all areas of the business, especially when business demand constant communication during import-export trade (Mayhew, 2011).
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The management practices on intercultural communication can help managers to work in advance on a successful succession plan or business strategy anticipating possible scenarios or situations before it happens. The research is focused on the Nicaraguan coffee businesses listed under the Central America Trading Office that represent a strong diplomatic relationship between all of the countries in Central America and the interaction between trade, investment, tourism, cultural promotion and work programs that are being implement between all the countries that are part of the free trade agreement. Taiwan has offered loans totaling US$60 million as financial support for the development of small and midsize enterprises in Central America. In terms of coffee, Taiwan is the 6th country in Nicaraguan coffee destinations, generating 7.74 million dollars during 2016-2017 period. Taiwan businessmen, as well, anticipate benefits from the closer Central American ties. Currently, Taiwan is negotiating the signing of agreements that will cut to zero the import duties on Taiwan products shipped into these countries. With the increase of the trading relationships also comes a major interaction between managers with different cultural backgrounds, which is what this research aims to investigate.
Problem Statement
Broad vision and commitment are part of a successful strategic planning in an organization, considering an intercultural communication between businesses as a part of daily basis (Child, 2015). Erasmus (2007), indicates that the management of an intercultural communication into an international business under the leadership of a manager with insufficient skills of intercultural communication competence can create difficulties in the environment business relationship.
How cultural differences affect communication is what researchers and international business managers usually inquiry and are also always looking for substantial evidence of a communication competence between individuals with different cultural backgrounds (Jackson &
Joshi, 2004). Business managers and researchers have been dedicating many years to research how to increase the way we understand the communication in a multicultural business relationship and team work between international companies.
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International businesses managers are making an emphasis on intercultural communication, as for employees often make preposterous decisions and do not follow common rules when the topic of multi-cultural environment utilize. As a consequence, many years of research on the effects of intercultural communication within different businesses demonstrate different characteristics in the communication process, difficulties when dealing with intercultural communication and practices followed to overcome them (Kochan et al., 2003).
Purpose of the Study
The purpose of this investigation is to explain the intercultural communication of an international business manager when interacting with other people that is culturally different. This investigation on intercultural communication proposed that intercultural communication between international businesses managers is very heterogeneous and is always bringing to light new evidence of successful cooperation (Piller, 2011). The primary objective of the investigation is to describe the characteristics between Coffee Business Managers of Nicaragua and their Taiwanese counterpart. Also, try to define the difficulties that coffee managers of Nicaragua face when communicating with their Taiwanese counterpart. Furthermore, this investigation also focusses on the job that managers do to successfully overcome the possible difficulties during an intercultural communication with their Taiwanese counterpart in terms of business.
Research Questions
1. What are the characteristics of the communication used by the coffee business managers of Nicaragua and Taiwan?
2. What are the intercultural communication difficulties of coffee business managers of Nicaragua and Taiwan?
3. What are the practices of Coffee Business managers of Nicaragua to manage a successful intercultural communication?
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Significance of the Study
As the globalization keeps developing towards new horizons, business managers need to understand that the topic of intercultural communication will be a priority. Culturally aware, trained managers in this topic will bring benefit and advantages to their business. Businesses that include intercultural communication as topic over the strategic planning will increase their value in a long term than businesses that are not sharing this attitude, and will receive also benefits towards a successful business relationship (Brown, 2007).
A study about this important and broad topic of human resource development will help businesses to understand the characteristics, difficulties and proper practices for a successful cultural communication consociation. When different managers on a multicultural environment understand and appreciate their counterpart, it increases the experience, knowledge and perspectives of the businesses that will lead to a successful intercultural communication (Choy, 2007).
Definition of Terms
Culture
Culture is defined as the deposit of knowledge, experiences, beliefs, values, attitudes, meanings, hierarchies, religions, notions of time, roles, spatial relationships, concepts of the universe, material objects and possessions acquired by a group of people over generations, through individual and collective efforts (Samovar & Porter, 2004).
Cultural Identity
Identification or sense of belonging to a particular group according to different cultural categories such as nationality, ethnicity, race, sex and religion. Is built by sharing collective knowledge. It is complex and multifaceted, since an individual can associate with more than one cultural group. It is constantly adopted, negotiated, maintained and challenged through
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Intercultural Communication
Intercultural communication is a communication through different cultural contexts and takes place when individuals influenced by different cultural communities negotiate meanings shared in an interaction. Intercultural communication can be defined as the sharing of information on different levels of awareness and control between people of different cultural backgrounds, where different cultural backgrounds include national cultural differences and differences related to participation in different activities existing in the world. within an international unit. (Gudykunst, 2004).
Intercultural Communication Competence
The ability to effectively and appropriately implement communication behaviors that negotiate each other's cultural identities or identities in a culturally diverse environment (Wiseman, 2002).
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