Cross-cultural communication strategies in global construction business operations

Global Business Communication

GLOBAL COMMUNICATIONS IN Business

The objective of this work is to research operating and communicating in a global marketplace in the context of a construction business. The CEO of the company desires that the image of the company portrayed to be that of able communication with cultural sensitivity in all business dealings that will convince a wealthy segment of the investing public to get on board the 'global train' with the company. According to the work of Amy Hart entitled: "Global Communication Warming" what is really desired in today's business communications is that: "People want to connect with other people. They don't want hollow business relationships" according to Anne Koark, President and Co-founder of Trust in Business in Munich, Germany. "Professionals want a mutual competent partner whom they can trust." (2001) In this work it is related by Hart that Koark further relates that from the global perspective of business, "From a global business perspective, communication acts as the bridge needed to connect people and cultures...This surge of unity cannot hurt. It seems to be helping our small global business world become just a bit smaller - and no doubt pleasantly warmer." (2001) Video conference systems are being used for real-time communication in global business interactions. As well technology in the area of video conferencing teleconference and telemedicine is constantly experiencing evolution. (Global Media, 2006)

The work of Martin and Chaney (2006) entitled: "Global Business Etiquette: A Guide to International Communication and Customs" states that: "The breakneck speed at which business is "going global" requires a new breed of executives, managers, and front-line employees who are adept at the art of cross-cultural communication, where simple misunderstandings can jeopardize multimillion dollar deals." (Martin & Chaney, 2006) Communication in the forms of nonverbal gestures, dress, and gift-giving customs as well as interpretation of symbols throughout the world and overcoming stereotypes are all in inclusive of areas that must be addressed. (Paraphrased)

I. STATISTICA DATA

One must only review the information below illustrating the growth for enterprises that 'do not' use ICT and those who "do" use ICT. The sales growth percent is 3.4% higher for enterprises that 'do' use ICT and employment growth is 1.2% higher. Businesses that 'do use ICT are experiencing a profitability percentage of 5.1% higher than enterprises who 'do not' use ICT an as well a higher investment and reinvestment rate as well as higher labor productivity and total factor productivity.

Comparison of Enterprises that 'do' and 'do not' use ICT

Source: The World Bank (2006)

Figure 2 illustrates the 'Most significant costs that obstruct e-business' in the chart below:

The Most Significant Costs that Obstruct E-Businesses

Source: The World Bank (2006)

Strengths and Weaknesses of E-Strategies

Source: The World Bank (2006)

III. EXPERTS RECOMMENDATIONS - GLOBAL COMMUNICATION

Universities in the U.S. consider the future of global business communication to be quite critical and are developing inter-institutional partnerships in global business communication. These are geared toward preparation of students for the workplace through immersion into intercultural projects and toward creation an experiential comprehension of the complex global economy. Challenges are stated in the work of David Alan Sapp entitled: "Global Partnerships in Business Communication published in an "institutional Collaboration between the Untied States and Cuba and published in the Business Communication Quarterly, Vol. 67, NO. 3 267-80 (2004)

Challenges are stated by Sapp (2004)) to include those of:

Technological constraints;

Scarce resources,

Geopolitical factors; and Varying disciplinary norms."

It is related that the global partnerships bring awareness to the faculty and students are engages them more fully in the global business environment which serves to assist them in the areas of:

More effective communication across cultures;

In critiquing the current business practices; and In the production of new interactions of a global nature

Business communication applications in today's world "constitute a new class of intelligent applications that act as the glue that brings together end-users networks, and other enterprise business applications..." which links workers and customers, and business processes to the right people while doing so at the right time and through the correct medium of communication." (Avaya, 2005) Technical applications in today's global business environment include "real time, mission critical applications" in the areas of:

1) Telephony and conferencing;

2) Contact center;

3) Unified communication and voice messaging;

4) Collaboration; and 5) Email and instant messaging." (Ibid)

While these applications enable the enterprise's network to be fully leveraged it is sated that this network "should not be confused with the infrastructure. These applications have as their focus improvement of the performance of the business

Intelligent communication is the "capacity of the application in the connection of people and processes in a global basis through intelligent incorporation of communication and real-time operations of the business. Specific applications include those of: (1) important customer contact; (2) ERP supply failure alerts executives and resolution launch sessions; (3) salesperson on the road can access all enterprise resources remotely including receiving calls from customers; and (4) Extension of full IP telephony capacity at remote branch offices for direct interaction with the customer.

IV. COMPETITIVE ADVANTAGE IN GLOBAL COMMUNICATIONS

In the creation of the infrastructure for international business communication there are specific areas within the organization that must be addressed. The report entitled: "Creating the Infrastructure for International Business Communication" that Japan has played a "leading role in the global age" through development and provisioning."..expert knowledge and resources pertaining to intercultural communication." (Nova's Communication-based Business Activities, 2006) Some of the activities that are utilized within the strategic framework of Nova in the provision of training for corporate communications are in the areas of:

Interpretation and translation - One important field due to the demand in all fields of business for "international competitiveness" which includes reduced costs fast and flexible service, after-care, and "peripheral work that are entirely focused on practicality; and Corporate language training - the individuals career possibilities are directly affected by the ability of the individual in speak in foreign languages; and Company integration and training might include the "Communicative Ability Test" (CAT) which is a "foreign language conversational proficiency test" that the Intercultural Communication Foundation administers. (Nova's Communication-based Business Activities, 2006)

The ability of individuals in the company who speak foreign languages is excellent in terms of advancement and as well the company who is able to interact in communications areas in foreign languages will advance just as rapidly gaining a strategic competitive advantage over their competition.

SUMMARY AND CONCLUSION

In order for a business to remain competitive in today's global business environment it is necessary that the business ensure more effective communications across culture that are informed through experiential knowledge and that are sensitive to cultural factors. Today's communication strategies while are more social in nature are of the nature as well where teams form for a purpose at hand and just as quickly dissolve once having achieved the goals or requirements of the tasks to which they were assigned. It is important that corporate language training be addressed through interpretation and translation and other critical areas of communication in the dynamic global environment. Furthermore it has become critically necessary to be equipped technologically in handling today's increased IT demands for business communication.