Critique the literature on Intercultural (Business) Communication Essay - 1

Critique the literature on Intercultural (Business) Communication - Essay Example In business, there has to be a common language. Thus, English has emerged as the basic official language for businesses in the corporate world. This may seem as a step towards intercultural communication, but Charles (2007, p. 278) differs. He says that the choice of languages is a tricky issue. He highlights the complex nature of it and argues that that English is more present in multinational regions thus creating its own operational culture. In a sense, it merges the culture of a region with the required operational necessities of the business under question. One has to fully consider the regions and their cultures before venturing into that market. Without proper analysis of these factors, one will not fully grasp the market that is available. This makes entrepreneurs have to do quite a lot of research before venturing. According to Johnson (2006, p. 539), scholars and researchers have only looked at cultural competence as a collection of attributes that are measurable in terms of knowledge, skill and technical know-how of cross-cultural communication instead of paying more attention on the effectiveness the attributes if and when applied correctly. That is to say, rather than just talk/teach about it, those that are informed should practice these attributes in order to achieve maximum prowess as business people. Thus, now people should be educated in ways of making effective uses of these attributes rather than just being taught about them. This will help bridge the gap that occurs between the two cultures. Holmes (2012, p. 708) looks at the concept of cultural competence in another light. Though many scholars have come up with different ways looking at cultural competence, they have failed to take into consideration of the methodology used. He uses the PEER – Prepare, Engage, Evaluate, Reflect – model

The world wide well known fashion label Mango cooperats with many Essay

The world wide well known fashion label Mango cooperats with many celebrities for its collections. Does this cooperation affect the sales profit of the company - Essay Example But there is always a question about the extra sales these activities actually bring about. Marketing is all about customers. Their behaviour and attitude towards buying a product is of paramount importance. Therefore Marketing is all about understanding the customers and of finding ways and means to for providing product or service as per his requirements. Markets are heterogeneous and are created by reasons of different values, needs wants, constraints, beliefs and incentives. Customers differ in their values and perceptions and want to purchase things that have value for them. Value is not just the monetary part, but also the usefulness and emotions that with go with it. Their need and want play a great role in determining this value. For this reason customer satisfaction has long been considered as the ultimate measure of success for marketers. Organisations that can increase the satisfaction level of their customers can expect profitability in the longer run (Felton 1959; Houston 1986; Webster 1988). Satisfaction is the outcome of customer relationships. This has been explained as antecedents of customer satisfaction, customer loyalty, customer profitability, and a host of other concepts and variables. Customer satisfaction however remains the main concept and concern and has been the foundation of all marketing efforts (Drucker 1954; Levitt 1960; Ames 1970; Gronroos 1989). Measurement of customer satisfaction has always been the main focus of several studies (Myers 1991; Parasuraman et al 1988, 1994; Oliver 1996) as this helps the company to assess and develop marketing strategies that will ensure this satisfaction and creates customer loyalty. Often the customer is acquired for a single sale but it is more important to make him a returning or a lifetime customer. This is considered to be more critical and valuable for a company. Therefore it becomes an important objective, one that is ignored in the initial