Cultural Expectations and Cultural Sensitivity

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Brief introduction of the selected developing country- India

India is a South Asian country which is surrounded by water on three sides with the great Himalayas in the north, separating the country from the rest of Asia. India is the second most populous country in the world and 7^th largest by area. It is famously known as the largest democracy in the world. India ranked 2^nd in the report listing best countries to start a business in the world (Jaishankar, 2020). The country is famous for its diverse cultures, varied landscapes and ancient history. According to the latest data released by International Monetary Fund, India has become the 5^th largest economy in the world, overtaking the United Kingdom. The country's economy has become the fastest growing in the world. Get best assignment help in UK.

India is a fast developing market which houses a huge section of individuals with high net worth. The market base of India is expected to double in the next couple of decades. In addition to this, India has experienced a rapid growth in the technology sector. Various modern technologies like block chain and artificial intelligence have transformed the functioning process of several Indian industries. The government of India is constantly undertaking projects for development of the technology infrastructure in the country. This is providing the necessary impetus to consumers to make the shift to ecommerce and lead the country towards becoming cashless and digital (Tumbe, 2018). These changes have been successful in attracting several European and north American companies and businesses to make investments in the country and carry out their operations by leveraging the technological revolution.

In recent times, India has become more welcoming to global companies. Due to lowered restrictions on market entry, several foreign start-ups now are able to enter the gigantic market without much difficulty. The Indian government has also permitted 100 percent FDI in certain industries. Moreover, workforce of India is considered to be one of the most dedicated, skilled and refined workforces globally. There is a vast pool of experienced professionals and skilled workers who together add up to form high-quality human capital of India. Many companies are eying for opportunities to set their base in the country owing to the availability of affordable human capital. Some of the big names that have gained a huge market base in India by acquiring human capital of high quality are- Amazon, Uber, DHL, etc.

Application of intercultural and international communication theories

Hofstede's cultural dimensions theory can be interpreted as a framework which is widely used to differentiate between cultures and cultural dimensions of different nations. This framework helps in developing an understanding of the impact of cultural differences on a business setting (Ugrin, Pearson, and Nickle, 2018). In case of India, an elaboration of these six categories can be presented as-

Power Distance Index: This index helps in determining the extent up to which power and inequality are tolerated by members who hold less power in an organization. India's score on this index is 77 which indicates that there is a feeling of appreciation for top-down structures and hierarchy among the less powerful members of an organization in India. They have familiarity with control and expect clear directions as to what is expected of them from the power holders.

Individualism or Collectivism: This dimension addresses the issue of degree of interdependence maintained among the members in a society. The score of India is 48 in this category, indicating the presence of both, individualistic and collectivistic traits in its market organizations. The cultural dimensions of an organization place greater importance to both, accomplishing personal goals as well as achieving goals of the entire group.

Uncertainty Avoidance Index: This index helps in determining the extent to which individuals of a particular culture feel threatened and intimidated by uncertain or ambiguous situations. The score attained by India in this index is 40. This shows that the country has a preference for uncertainty avoidance that falls in the range of medium low. India is conventionally a patient and persevering nation where tolerance for uncertainty and unexpected events is fairly high. Masculinity or Femininity: India scored 56 under this dimension which implies that masculinity prevails in its society. The country is considered to be quite masculine with regards to visual exhibition of power and success. People belonging to India widely indulge in practices that help them in advertising their success and cherish the ostentation and flash that follows. However, India is a spiritual and religious country where millions of deities are worshipped. Their culture provides teaching of abstinence and humility.

Long-term or Short-term Orientation: India stands at an intermediate level under this dimension with a score of 51. But, a dominating preference in their culture is yet to be analysed. Their beliefs and religions are more similar to philosophies which present an amalgamation of views, practices and ideas. Societies which score high under this index lay their entire focus on future and emphasize on perseverance and persistence.

Indulgence or Restraint: India scored fairly low on this index which indicates that the culture dominant in the country is that of restraint. People working in this kind of culture have a common perception that social norms cast a restraint on their actions and control the fulfilment of their wants and desires.

Cultural sensitivity when indulging in business activities in India

India is a country where societies are multi-ethnic and people are multilingual. There are evident differences in cultures practiced and followed by people in the south and north. Hence, understanding the underlying beliefs and values of these cultures is essential to ensure the success of a new business. There are certain measures that can be taken by a business like restaurant chain DANS LE NOIR? to comprehend and respect the cultural sensitivity in India and function smoothly.

Respecting the meeting etiquette- It was evident from the Hofstede cultural dimensions theory that staff and managers in any organization or business in India share a hierarchical relationship. Decision are been made at higher levels (Kristjánsson, and et.al., 2020). The person by working in different culture must always greet in to maintain out the culture and could try to receive in the business card with the right hand that is one of the cultural activity tending to give in the respect.

Understanding the business language: the individual that is managing in the operations, should try to manage out the things in the basic cultural language of the indian context. With in the Indian culture individual trying out the things first time in restaurant and person that is giving out the information about any of the product of the restaurant the customer can speak out with the various suffix like “YES” or “WE'LL TRY” that would be helping out the business to cultivate the sense of positivity (Zhang, and Neyazi, 2020).

So to maintain the cultural sensitivity in the country the business authorities must try out to make in long term relationship with their customers in the Indian origin that would be making their business to be more profitable and to have in a proper way of business operations by maintaining in the healthy work culture to perform the business. Get more assignment Samples for free at Instant assignment.

Explaining the Significance of networking by including in the advantages and disadvantages:

Networking act as the business tool that helps out to maintain a positive relationship with the clients in the international context of the business and also helps to maintain the good relationship with other operating in the same business fields (Drezek, 2022). Networking in the business helps out to maintain the good work culture in the international countries and with in the country like India it is very essential to build up the proper business and personal relationship with the customer that provide the business with the numerous benefits, but having in proper networking can also have some of the disadvantages for the factor that are being quoted as under:

Advantages:

• Helps in strengthening the business relationships.
• Could bring in advancements.
• Helps out to get new information.
• This also helps in to build confidence to facilitate business operations in the international context.
• Helps out to have more opportunities for the business.

Disadvantages:

• The networking can be exhausting.
• Could be time consuming process.
• Can come as an ineffective process (Dombovari, 2022).
• Establishing network in international context could be expensive process too.
• It can provide low flexibility to the business.

Discussing and analysing the communication barriers in the context of the expansion of the firm “DANS LE NOIR?”:

As the firm is expanding its business in to the developing country India and that is the country with various cultures and dimensions. So the firm by expanding its business in India, the firm has to face in some communication barriers. The barriers that the firm has to face are discussed below:

Incorrect and inadequate communication channel: this is considered one of the major tenet in communication. International business of the firm can use in the proper channels for the communication to have in proper business relationship in the international country. This barrier can be overcome by using in the appropriate technology like emails, chat bots, and by timely updating in the channels to have in proper flow of information (Neill, 2018).

Language differences: by having in the business operations in international and developing country like India there are multiple culture and various language. This can cause in various kind of misunderstanding and confusion in between the staff and customers. The language barrier can be overcome by urging team to use in terms that are not difficult and can be translated easily (Sisk, and et.al., 2021). For example: India is a country where multiple languages are been spoken, so the firm can hire in local staff to remove in the language barriers and have in proper communication with the customers.

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Cultural differences: India is operating with millions of businesses and this is the country with multiple culture that could make in some problems for the business operations and can come as a barrier of communication (Guttman, and et.al., 2021). This can be overcome by the company by facilitating clear communication and by advocating professionalism and empathy in the work place.

Mismatched communication styles: the company can face problems from having in two different styles of communication though they might be sharing common background. This things can make in the conflictual situations and making the firm struggle. So the company can make in the use of proper hiring of the firm that would be helping in the firm to have proper contact with the customers. For example: there is a customer that might be there with proper perspective of purchase will be more comfortable with the waiter serving in dishes in their with appropriate perspective and with the will to serve the company.

Providing in the appropriate communication strategies and recommendations for the firm to succeed in the international markets:

Focus on clarity and conciseness: this strategy make sure that message is conveyed in proper means to the customers with minimal confusion and proper understanding. Using in this strategy would be beneficial to the firm by providing it with the better chance of message with full land as intended and will be helping in removing the confusion and misunderstanding by creating in the easy to flow pathway of communication (Zhou, and et.al., 2020).

Keeping in communication consistent: the firm can align the communication channels so the brand image of the firm is focused and customers would be knowing about the type of experience they would be having in with the firm. Firm can implement in this strategy and can enjoy in the numerous benefits like this will be providing in consistent content and design.

Using in asynchronous communication: this strategy helps in establishing in the flexible workflow for employees and customers from different cultures and geographical regions (Martin, and MacDonald, 2020). Implementation of this strategy in the firm could provide the firm with the numerous benefits like it would be support the dynamic work environment and provides the employees and customers with choice for the ways to communicate.

Recommendations: The company by expanding in its business with in the developing country and the markets of India could implement in the Asynchronous communication strategy to have in the proper business operations and this would be helping in removing in the barriers that are coming in between the international business operations of the firm and could help in the company to have more of the customers. For example: the firm by using in this strategy that could be helping in the firm to have in proper business operation by providing the chance to the employees of communicating in the way that they like to communicate and retain more of the customers. Using in this strategy could be benefiting the firm in numerous ways like would be providing in the dynamic environment, creating in the more opportunities of the communication and gives would be giving out the customers and staff of the restaurant to have in time for crafting in optimal responses.

CONCLUSION

The report based on the cultural expectations and cultural sensitivity has concluded about the brief overview of the country, and the application of theories in the context of communication and critical evaluation of cultural sensitivity by using in the Hofstede cultural model. Further the report has also about importance of networking, barriers for communication and the report has also shown about the appropriate communication strategies for the firm in developing country to get out the proper success and recommendations has been provided in the relevancy of the use of appropriate strategy of communication to help out the firm in succeeding in the international business environment of the developing country India.

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REFERENCES

Books and journals

Dombovari, H., 2022. The importance of networking and creating social capital.

Drezek, S., 2022. The Importance of Networking in an Increasingly Virtual World.

Guttman, O.T., Lazzara, E.H., Keebler, J.R., Webster, K.L., Gisick, L.M. and Baker, A.L., 2021. Dissecting communication barriers in healthcare: a path to enhancing communication resiliency, reliability, and patient safety. Journal of Patient Safety, 17(8), pp.e1465-e1471.

Jaishankar, S., 2020. The India way: Strategies for an uncertain world. New Delhi.

Kristjánsson, H., Chiribella, G., Salek, S., Ebler, D. and Wilson, M., 2020. Resource theories of communication. New Journal of Physics, 22(7), p.073014.

Martin, C. and MacDonald, B.H., 2020. Using interpersonal communication strategies to encourage science conversations on social media. PLoS One, 15(11), p.e0241972.

Neill, M.S., 2018. Change management communication: Barriers, strategies & messaging. Public Relations Journal, 12(1), pp.1-26.

Sisk, B.A., Friedrich, A.B., Kaye, E.C., Baker, J.N., Mack, J.W. and DuBois, J.M., 2021. Multilevel barriers to communication in pediatric oncology: Clinicians' perspectives. Cancer, 127(12), pp.2130-2138.

Tumbe, C., 2018. India moving: A history of migration. Penguin Random House India Private Limited.

Ugrin, J.C., Pearson, J.M. and Nickle, S.M., 2018. An examination of the relationship between culture and cyberloafing using the hofstede model. Journal of Internet Commerce, 17(1), pp.46-63.

Zhang, W. and Neyazi, T.A., 2020. Communication and technology theories from the South: The cases of China and India. Annals of the International Communication Association, 44(1), pp.34-49.

Zhou, Q., Shahidehpour, M., Paaso, A., Bahramirad, S., Alabdulwahab, A. and Abusorrah, A., 2020. Distributed control and communication strategies in networked microgrids. IEEE Communications Surveys & Tutorials, 22(4), pp.2586-2633.

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