Cross Cultural Communication:

Challenges and Remedies

Cross cultural communication is a very widely used
methodology in globalization of business. As we move
forward into a new era of globalization, integration and
synergy of countries, cross cultural communication is
turning into the catalyst of fostering business growth and
taking business cycle into the pinnacle everyone expects
it to be.
But cross cultural communication has some barriers of its
own. Not due to its negativity or ambiguity but because
of the variety of aspects which differ from countries to
countries.
Now I am going to show ten challenges of cross cultural
communication all over the world including their possible
remedies. The barriers are:-
1. Language Barriers.
2. Non-Verbal Communication.
3. Time Management.
4. Norms and values.
5. Usage of Technology for
Communication.
6. Level of Formality.
7. Behavior.
 8. Age difference in workspace.
9. Feedback.
10. Moral and Ethical Values.
Now I am going to discuss the 10 challenges and their
remedies briefly and precisely with contemporary
examples both from the context of Bangladesh and the
World.
Language Barriers:-
Language is the medium by which people communicate
with each other. Hence, it is a very important part of
cross cultural communication. But among the few
challenges of cross cultural communication, it is the
problem with most occurrences. If there are problems
understanding languages and accents, it would be very
tough to communicate properly and it would even
misinterpret correctly uttered word into something that is
totally the opposite or does not even have any kind of
resemblance.
Example:- Any people from Dhaka would refer “PURI” to a
tasty afternoon snack and might buy as much as they
require. But if anyone from Dhaka goes to any tea stalls
or restaurants in Sylhet and asks for some “PURIS” then
he shall be beaten black and blue by people. Because in
Sylhet, “PURI” means young girl.
Due to accents there also might be problems. Many
people from eastern and mid Europe, Africa, and East
Asia pronounce “Fork” differently. It really creates
problems for people to understand them.
Remedies:-
1. Using standard form of writing and speaking in a
globally accepted language such as English in case of
cross cultural communication.
2. There might be two or more different accents and
dialects in a country. So whenever people in a
country try to communicate with their fellow
countrymen from another part of the country, they
should be well aware of the dialect and accents.

Non-Verbal Communication:-
Although verbal communication plays an important part
in most of the communication, many types of non-verbal
communication might also play an important role in
general and also in cross cultural communication. But it is
also considered one of the barriers of cross cultural
communication. Greetings, gestures, touch, eye contact,
posture etc. vary from country to country and lack of
knowledge about the variety of non-verbal
communication might cause communication breakdown
and problems as well as misunderstanding of different
magnitudes.
Example:- In Japan, direct eye contact is considered as a
sign of arrogance but it is a sign of cordialness in USA.
The thumbs up sign represents “yes” or “nice job” in
Many countries but it is an obscene gesture in Australia.
Remedies:- To overcome this barrier, one must know the
different non-verbal signals, postures, greeting of various
countries so that there might not be any scope of making
any kind mistakes which can be a barrier hampering
business scopes and weaken business relationships.
Time Management:- Time is money. I don’t know who
quoted the magic line. Many entrepreneurs, leaders,
business magnets and all other successful people
strongly believe in this motto. There is not a single person
who has succeeded without making proper time
management. Unfortunately, it is also a barrier in cross
cultural communication. Without proper time
management, anything would turn into a void conclusion.
But in cross cultural communication, time management
differs from country to country.
Example:- Being late in a meeting by even 1 minute
disappoints a German or Japanese. But it is not
considered such a big problem in Bangladesh. So, if a
Bangladeshi businessman meets a delegate from
Germany or Japan, then he/she must meet in the exact
time. Otherwise the meeting would result nothing.
Remedies:- In order to remove this barrier, every country
should be contemporary with the country which is very
punctual in every sector and maintains time properly in a
distinct manner. If we manage time and be punctual as
the German and Japanese, there might be stronger
business opportunities for us.
Norms and Values:- Norms and values are those terms
based on which the culture of a country grows and
evolves. Every country has its unique norms and values.
They are very integrated parts of a country’s culture and
it also is a barrier in cross cultural communication. As
different countries have different norms and values, it
creates problem for people from other culture to be
adapted with another culture.
Example:- In Bangladesh it is quite unusual and
considered obscenity for a woman to walk in the streets
wearing miniskirts where in any developed country
people are not bothered at all by this attire. In France,
“Hijab” has been banned. So any Muslim woman
entrepreneur wearing Hijab should re-think before going
to a meeting in France.
Remedies:- The norms and values of different countries
should be respected. People should not force anyone to
change his/her norms and values. So, norms and values
should be adjusted up to the moderate level and different
cultures should be studied in order to cope with the
different norms and values.
Usage of Technology for Communication:-
Technology is a necessity in today’s world. Can world
without technology be imaginable? No would be the
answer. We all know how important technology is in
every sector of life. And we should also know that the
usage of technology can be a barrier in cross cultural
communication.
Example:- The CEOs and Top management of companies
in Bangladesh don’t have the tendency to use technology
for communication frequently compared to the CEOs and
Top management of companies in developed countries.
So if both types of CEOs coincide and start collaboration
or conglomeration then there would be a communication
gap.
Remedies:- Secretaries with sound communication
capabilities with the help of technology can be hired.
Besides training sessions might be arranged for the top
management to be more familiar with technology as an
effective tool of communication.
Level of Formality:- Level of formality varies from
country to country and it can be an effective barrier in
cross cultural communication. Because, without knowing
the level, one cannot address anyone properly with
appropriate etiquette.
Example:- It is quite natural for students in developed
countries to call their teacher by name. But it is quite
unimaginable in Bangladesh. The same thing goes for
corporate culture in developed countries. Executives and
even workers there might call their superiors and even
the CEO by name but it is impossible in Bangladesh.
Remedies:- I think it is a problem which has the easiest
solution and I think most organizations of Bangladesh and
other developing nations are getting used to it. This
problem can be easily solved by letting the person from
another culture and country, the way people are
addressed in that particular country.
Behavior:- Behavior is a very important part not only in
the business sector but in every sector of life. Behavior is
the attribute which can build relationships, goodwill,
connection, network etc. On the other hand, lack of
proper behavior or inappropriate behavior can do many
damages. Behavior is also a barrier in cross cultural
communication.
Example:- If a British comes to Bangladesh and seeks
help from a policeman, he/she would find the behavior
inappropriate. In fact, he/she would find inappropriate
behavior as soon as he enters the immigration section of
the airport. But if a Bangladeshi goes to UK or any other
developed country, he/she would find proper behavior
and help.
Remedies:- In order to foster business relationship and
enhance cross cultural diversity, proper behavior must be
ensured from the lowest order of service of a country. By
ensuring minimum training to people concerned who are
not that much trained to behave well there might be an
expectation that behavioral excellence might be boosted
up.
Age difference in Workspace:- Age difference in
workspace is a common fact in all the countries. The fact
is that, it is pretty severe in some countries where it is
balanced in some. It is also a barrier in cross cultural
communication.
Example:- In Bangladesh, most CEOs and people from top
management are pretty aged. Because in Bangladesh,
age and experience are very much emphasized. So the
relatively young people find it difficult to share their
views with the top management. So it creates a
communication barrier.
Remedies:-
1. Creating opportunities for young, dynamic
people to join the top management. But there
should be no compromise on the quality.
2. The top management should be a mixture of
both energy and experience.
3. Relatively old bosses should be proactive and
ask the newer recruits about their perception.
Feedback:- Feedback is an important tool of
communication and it has a lot of impact in effective
communication. Constructive feedback creates new
opportunities and finds out the flaws of a system or
subject. But the lack of Feedback can be a barrier in cross
cultural communication.
Example:- A Bangladeshi customer can put his insights
about a facility or service provided by a company in a
developed country. So the concerned authority is
connected with the Bangladeshi customer. But the thing
is totally different is Bangladeshi perspective. In
Bangladesh, except the multinational companies and
international food chains, very few companies have the
facility for customers to provide feedbacks.
Remedy:- Without proper feedback the bridge of
communication cannot be established properly. So the
system of feedback must be implemented and introduced
in every industry and measures should be taken to see
into that the feedbacks are constructive.

Moral and Ethical Values:- Moral and ethical values

are those values, based on which the culture develops.
They are different country wise. They can be a barrier in
cross cultural communication.
Example:- Bribing is common in Kenya but it is strictly
prohibited and maintained in the Scandinavian countries.
So if a Kenyan goes to Norway and tries to give bribe to a
policeman then the Kenyan will be put in the jail. The
opposite will happen if anyone from anywhere tries to do
some bribing in Kenya. So there is a definite barrier.
Remedies:- Any person going abroad should have the
knowledge of the ethical and moral values of that
country, otherwise there might be problems as described
in the example.

I tried to give 10 examples of barriers in cross cultural

communication. There might be some lacking in my total
work. As the topic is so diversified, there might be some
other important barriers that I have missed. Hopefully the
barriers will be overcome and one day the world would
literally be known as one big happy nation.