Intercultural Business Communication: An Analysis Of Ethnocentrism In A Globalized Business Environment

Twenty-first century organizations, rather small, medium, or large are increasingly finding themselves competing in global rather than local markets. This paper explores the current literature on the increasing global influence of ethnocentrism and its affect on international business communication. It also provides a model for overcoming ethnocentrism in a multicultural business environment. The goal of the paper is to provide practitioners with a realistic approach for overcoming ethnocentrism in a multicultural workplace. Conclusion: Globalization of businesses and markets brings about significant international competitive advantage for organizations. Bovee and Thill (2010) stressed that a diverse workforce can yield a significant competitive advantage by employing new ideas and communication skills. Similarly, Gupta states that it provides a diversity of thought that result in better business practices and relationships. The authors agree on the importance of companies embracing diversity because diversity brings a positive motivational tool that can attract and retain the best employees, as well as achieving a better level of competitiveness for organizations. Finally, Bovee & Thill (2010) and Ferraro (2001) noted that to be effective in interacting across cultural boundaries, managers need to be sensitized to the values of understanding and appreciating cultural differences in their organizations.