Ethnocentric Approach To Cross-Cultural Communication

When working in culturally diverse environments, companies tend to have three main approaches (Adler, 1991). Parochial approach is when companies believe that their way is the only way to deal with work related issues, completely ignoring the cultural diversity (Adler, 1991). At the same time, ethnocentric approach is when companies believe that their way of dealing with problems is the best way possible and no other way would be considered. People working in such corporations recognise their environmental diversity as problems and not as opportunities (Adler, 1991). Finally, synergistic approach is when companies believe that their own way is different than others, yet neither is superior. Using this approach, which is the least common, helps a company recognise cultural differences and provides it with a competitive advantage.
The specific model is highly significant for the implication of cross-cultural approach across the borders. The model effectively determines the cross-culture communication tends to occur when an individual from one type of culture sends certain to another individual belonging from different culture. In consideration to construction business industry, cross-cultural communication is necessary in order to reduces chances of misunderstanding that can be …show more content…
Differences in languages can cause a great deal of problems within an organisation, noted as the prime problem in effective communication (Loosemore & Muslmani, 1999). Kivrak, Ross & Arslan (2008), mentioned that language issues in business processes could result in severe lack of productivity. Language is not all about verbal communication, but also about the hidden cues that people express while communicating; such cues become extremely effective for communication in high context cultures such as the Middle