Reading in English
Escrito por Alexis Fernández
Sócio-Diretor Trailing
Traduzido por Daniella De Rousset Medici
Diretora de Produto Trailing
With digital transformation, the possibility to establish personal and business connections has increased significantly. Brands and professionals are striving to consolidate their digital presence and build new relationships that transcend their geographical location.
One of the challenges of the new reality is cross-cultural corporate communication. The impact of cultural differences on a negotiation is decisive, which is just one example of the importance of intercultural communication for business.
Companies and freelancers today are able to scale their products and services internationally without great expense. However, to maintain and cultivate the relationships that sustain this business, it is necessary to pay attention to intercultural communication.
That's why in this post we will tell you about:
What is intercultural corporate communication?
How important is intercultural communication for business?
What is intercultural corporate communication?
Basic concepts to understand intercultural corporate communication
Corporate communication integrates organizational communication and institutional communication. These are different concepts, which serve as a basis for defining intercultural corporate communication. Here, we present them in a simple way:
Corporate communication: Information and communication processes of companies, in the most diverse areas and with particular objectives, that aim to transmit a strategic image to their target audiences. (Gestiopolis)
Organizational Communication: Refers to the internal communication of the brand, which occurs in a bidirectional way at different levels and through various channels, in order to contribute to the achievement of the business objectives.
Institutional Communication: comprises the system of one-way communicative actions designed to inform an organization's target audience - internally and externally - about the company's raison d'être, the values that guide it, and the role it plays in society.
The implementation of the actions that integrate these communication processes is already a challenge when specified in the context of a culture and a language that are natural to the company.
The challenge is greater when the demand arises to communicate with people of other cultures and different languages. And this is where intercultural corporate communication comes into play.
Defining intercultural corporate communication
Intercultural corporate communication integrates all organizational and institutional communication actions that are established with internal or external customers whose original culture and languages are different from those that predominate in the organization.
Intercultural communication for business is a reality that large companies and small entrepreneurs must be prepared for. It is also vital for self-employed professionals who work or wish to collaborate with foreign companies.
Imagine a Brazilian technology company with national reach that wants to expand its product to other Latin American countries. Your value proposition is consistent and attractive, but... your programmers and C-levels don't speak Spanish, nor do they fully master the culture of your potential foreign clients.
Or the case of an expert in one of the most demanded marketing areas in the market. This person holds an important position in your company and is well-known in the field. Unfortunately he has missed out on incredible opportunities because his command of English did not pass through the filter of the initial interview.
It is essential to understand that intercultural communication for business is not just about speaking a second language. This is just the beginning, as there are several other keys to successful cross-cultural corporate communication.
Importance of Cross-Cultural Business Communication
The importance of cross-cultural corporate communication in an international business organization is extraordinary and growing. To give you an idea, in Brazil, the number of companies exporting products and services has grown 60% in 20 years.
Here are 5 benefits that companies receive from effectively managing cross-cultural communication for business:
It broadens, improves and humanizes the brand's relationship with its external and internal customers, which is a competitive differentiator. In fact, 75% of customers say they want more human interaction in the future, even with the continuous improvement of technology.
It contributes to the development of human talent in the organization, because it encourages the consolidation of communicative and professional skills on the basis of solidary exchange, without prejudice or ethnocentrism. According to a study, in the United States companies have increased their investments in training their employees by 32%.
It consolidates the brand's corporate identity, since it favors the construction of an image of a friendly and inclusive company with international reach. Research has shown that 7 out of 10 companies, regardless of their size or sector, consider that user perception of the brand is of great importance in the client's buying decision.
It facilitates international negotiation. International companies know that negotiating with an American is not the same as negotiating with a Mexican, despite the geographical proximity of the two countries. Knowing the culture of the country where your niche market or your new business partner is located is essential. A success case is the internationalization of Corona beer, which, with a current value of $5,822 million, went from being a local drink to becoming the most valuable beer brand in the world.
It has a positive impact on the optimization of workflows. The formation of work teams made up of people from different cultures is becoming more and more frequent. According to UN sources, before the COVID 19 pandemic there were 150.3 million migrant workers in the global labor market, most of whom were part of multicultural teams. It is estimated that by 2028, 73% of teams will have teleworkers, a condition that facilitates an increase in the number of multicultural teams.
There are many other advantages that the efficient management of intercultural corporate communication brings to your company. Among them, its contribution to brand positioning stands out, as well as its potential to facilitate decision making. You can find information about this in the Trailing Company Blog.
If you are one of those who value the importance of good communication to promote the success of your business or profession, and wish to grow beyond the physical boundaries where you are today, I have excellent news for you: Trailing shares your dreams and wants to help you realize them.
We are a company specialized in providing customized online training for brands and professionals who stand out in the market. Our mission is to contribute to the development of people and organizations, in the context of intercultural corporate communication.
Trailing offers customized language training programs. During the implementation of our services, we accompany you in the consolidation of a brand that speaks the language of its consumers and associates, in the tone they prefer.
Learn about the Trailing Company Programs, choose the one that most closely resembles you or your organization, and schedule a free training session.
Comments