Language and Traditions in International Business

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In couple of decades world has changed a lot, different people have explored different things, new technologies have been invented and the world is progressing. Though after these all we can’t deny that we are somehow similar as before. We cannot say that we are as limited as we were before, and globally there is nothing which has changed but we can illustrate that there are still some things which need to be upgraded in the communities in cultural aspects. Cultural distance has its both negative and positive impact on the international business such as multinational companies face extra burden while stabilizing them in the other culture politically, socially, linguistically or educationally.

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Cultural diversity is, initial, a vital certainty in all times of mankind’s history that outcomes from the double idea of individuals as social and as self-translating creatures. Diversification expect, furthermore, exceptional highlights inside present day social orders, which are described by arguments of social homogenization through country building and of expanding heterogeneity through cross-cultural portability and political assembly of minorities. However numerous social orders have encountered and still experience social assorted variety as an issue instead of a benefit. The task of regulating political hypothesis is to create reasonable utopias that accommodate us with the certainties of pluralism and decent variety by demonstrating how these conditions add to equity and freedom. This suggests ascribing esteem, yet not natural esteem, to social decent variety. We can view the estimation of decent variety as either subordinate of, or instrumental for the accomplishment of different qualities that are great in themselves. The estimation of assorted variety is, first, subsidiary, since it results from the activity of exercises of discourse, get together and affiliation that are general human rights and secured as essential freedoms in all cutting-edge vote-based constitutions. It isn’t the specific substance of the ensured exercises which shares thusly in the characteristic estimation of freedom – there is no compelling reason to ascribe any an incentive to the sentiments of religious narrow-minded people or racists – yet if we esteem freedom we should fundamentally additionally esteem the unchangeable decent variety of social points of view and lifestyles.

Administration and marketing

Diversity among the cultures internationally has ample impact on the multinational companies. At the point when firms enter remote markets, more prominent similitudes between cultures empower them to get to new clients at a lower cost, build up and effectively oversee producing activities, and contend with a generally homogeneous group of nearby firms. As when the culture of the society is same to the company understands the dynamics of the society and confide their business in that respective dimension, as they are previously aware of the mentality of the stake holders, customers, employees. They are aware about the business environment of that certain society. But if a business starts its operation in a society which has numerous cultural differences, so persistent business operations becomes a challenge. Growing into global markets which defers from the culture of company’s origin can increase the intricacy among the organizations and create trouble in working in the new markets. The administration of a company’s portfolio of foreign subsidiaries and their policies, as they wouldn’t have met these kinds of policies before which differs from country to country, will be the common perils the organization can face. The more the differences in culture will create more problems as it may lead the issues in trading off, for example, companies in start unaware of the conditions may face unusual demands, or the competition in a certain place can be high, or they can have trouble with the local suppliers. As a company ventures into culturally diverse society conditions, supervisors may likewise confront more noteworthy difficulties in taking decisions.

The behaviour of the consumers is directly affected by the culture of a society, through which companies establish the marketing strategy they will use, so it is critical for global advertisers to completely consider and grasp the remote culture of an target market. Marketers of the international firms mostly opt the marketing strategy which covers the cultural gaps across the borders. Literacy rate of the society, customs and cultural values and customer demand are key components to be considered while choosing the marketing technique in international business when you are facing cultural diversification. The distribution of the products should likewise agree to the primary nation’s tradition, which includes locations, policies and the behaviour of the customers.

The prices of the products and the pricing strategy also differs from country to country and is affected by the cultural distance, as some cultures equate high prices with high quality and expect the price to be negotiable, which prevents firms from practicing a standardized pricing policy across international markets.

Foreign investments

As globalization started and people tend to think about the business internationally cultural distance has made its influence in the various branches of business since then. So, it affected the foreign direct investments (FDI) whether privately or publicly. The organizations that make foreign direct investment makes it feasibility according to some key factors which relates to the cultural distance in the market they are going to invest. The multinational firms need to deliver the proper understanding of the business and the locations to the investors. They should guide them properly as to what is the proper way to enter the market and the sequence of the process, as the investor is not aware of the culture there. Then comes when the firms should tell the investors about their different affiliations and a brief review about their partners, and the mode of the performances of them.

Firstly, the investors need to study the cultural and then decide to invest in the foreign country. People argue that firms are less likely to invest in culturally distant markets, as Japan’s culture from Western nations is far too different. However, the large US investment in Canada and the UK -well beyond what their market size, growth, tariffs and proximity would have predicted- to cultural similarity. Yet some in contrast, argues that larger cultural distance between home and host markets rather encouraged foreign direct investment as a way of overcoming transactional and market failures.

The more effected use of understanding the cultural distance is when you are investing in the foreign countries and you need to know the mode and the process of entry regarding their policies, legal aspects and social aspects.


Language is not just an expression which child learns to communicate with each other, but it also builds his values and way of thinking accordingly. Such an impact would be created through ”social settlement” or ”ethnic support” forms completed by people who create proficient exercises in nations where the spoken language isn’t their mother tongue. Through a social convenience process, people working in a second (not mother) tongue secure a portion of the social dispositions and qualities related with that language, to the extent they are impacted (deliberately or subliminally) by the way of life of that language. Despite what might be expected, through the ethnic support process these people demonstrate a more grounded underwriting of their regular social qualities; that is, the utilization of a second language makes their ethnicity more remarkable. When the firms tend to start the business globally, so their host partners can play two roles, they may guide them and clarify them according to the local culture and political environment and the language as they are more familiar to it, or they may increase the issues got from both working in a new domain and collaborating with an accomplice whose values and behaviour rules are not accurately comprehended.

Every county has its own language, and countries such as China gives a lot of significance to its language. Mostly when we talk about international business, so the language barrier is the one which affects the businesses directly as the host countries and home countries have different languages, so the firms need to tackle its administration according to the host country’s language which creates difficulty for them. Language barriers are kind of liability of foreignness, so it will have significant impression on the international decisions.


A key factor in portrayal of internationalization process is idea of mental distance. Mental diversity is proposed as various view of the shipper with operational situations of the trade parties, bring down level of uniqueness and lower level of mental diversity in relations of traders. Yet, mental distance stops correspondence stream and social connections among trade gatherings and gatherings can’t trust in each other. For instance, individuals not exclusively should travel long distance and face numerous challenges yet in addition lingual contrasts disturb portrayal and arrangement oft complex specialized issues and they will confront issue in watchful and nitty gritty exchange of data. Mental differences may decrease propensity to set up relations which plan to ensure greatest movement and exertion and decide correspondence channels of individuals claiming the gatherings which collaborate with each other are a long way from each other and do not have a typical system of references. What’s more, there are the distinctions in operational conditions of global trade designs which increment potential mistaken assumptions among gatherings and diminish fulfilment with relations.

Colours in various societies pass on various representative ideas and an organization which needs global trade ought to be commonplace to these social examples in the field of hues to make alluring planning in the field of bundling and commercial of items. In a foreign market, determination of colours ought to be founded on stylish feeling of the buyer’s way of life not vender’s way of life. For instance, in Japan, green colour is image of national colour and that’s why it should not be utilized as a part of bundling of the products. An English bank was eager to grow its business in Singapore and green colour was utilized as a part of brand of this bank, yet statistical surveying elucidated that green specifies to death in this nation and bank needed to change its stamp.

An organization with focus of global business should realize that religion has significant impact on economy of public and advertising exercises. Religion makes trends, values and ethics among individuals, which have severe impact on the buying behaviour and utilization. For instance, occasions have significant impact on buy pattern of a few items and Sunday is a religious occasion for the Christians and Friday is a religious holiday for the Muslims. In Christian nations, Christian holiday are appropriate time available to be purchased of items, for example, garments, shoes and sorts of cake.


As seen above there are many factors which affects the international business such as language traditions. As we conclude the cultural diversification affects every part of the business from bringing the foreign investment to home to the marketing and distribution strategy. So, the businesses try to cover all them and try to learn the different foreign cultures to do the business with the best knowledge.

International businesses to be successful and grow farther need to learn about new cultures and compromise on that when expanding into a new country and respect their traditions. People are more open and prone to be interested in buying what you are selling. They are attracted to companies that understand their culture, therefore companies and international trade markets should hold onto that opportunity.

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