Business Communication in International Marketing for Advertising

Question: Discuss about theBusiness Communication in International Marketing for Advertising. Answer: Business communication defines a two way communication process required to share information to conduct a business. It can be of various types like business-to-business, business to customers, business to wholesaler, business to traders and many more. Business communication is required for marketing, management, advertising, employee management, customer management, reputation maintenance, business expansion. This essay will discuss about the business communication required in international marketing. The main objective of this kind of business communication is to mutually exchange data that is beneficial for the business expansion and maintenance. The process of business communication is different for different types of business, countries and their culture (Meyer and Peng 2016). The following analysis will show a brief discussion about the business etiquette of China, Australia and their differences. It will also discuss about the business communication required to be followed by a n Australian entrepreneur to expand her business from Australia to Japan with example of Hofstede model. The following report discusses about an Australian entrepreneur Mary who has started her business in Wagga Wagga and wants to expand her business to China. China is a country of business scope and growth with their own list of business ethics and rules. Mary being an Australian needs to study the Chinese business etiquette and follow them to please her client, China. The report will show an analysis on Chinese etiquette, the comparison between the two nations business system, Australia and China. It will also discuss about the suitable adjustments that Mary needs to make a favourable impression to her clients for conducting a business with them. Business etiquette is the set of skilled behaviour need to be followed while conducting a business (Okoro 2012). It can also be said that business etiquette is the style maintained in the business. The Chinese business etiquette differs from other countries as they are very particular about their business structure and regulations. Their business structure and culture differs from the Australian business structure. The people of China highly value business qualities such as respecting the elders and higher ranks, being polite and patient in work field, being modest and giving face to the one who deserves it. They are very particular about their greeting and addressing style, business card is an important aspect for them. Few typical Chinese etiquettes are they prefer people who speak in English. Their conversations are very brief and exact to the point. They do not prefer detailing in answers unless required. They are very much concerned about saving face and giving respect. Their personal etiquettes also play an important role in their professional life. Their dinning style includes a strict restriction for not sticking the chopstick straight into the bowl as it is reserved for the funerals. Hence, that is considered highly offensive in a official meeting. They accept gift with both the hands and find it offensive if they are gifted with clocks, green hats, and watches (Verbeke 2013). Although, the present generation in China have become flexible with the cultural diversity and accepts the difference in culture between their own country and foreign countries. It would still be a better option to impress them by abiding by the mentioned etiquettes. An Australian entrepreneur Mary owns the aromatic condiment shop located in Wagga wagga, Australia. It is strictly maintained by Australian business ethics and process. The following paragraph will discuss the basic difference between Chinese and Australian business etiquette and culture based on hofstede culture theory. Hofstede culture describes the effect of a societys culture on its members and how it affects the behaviour of the people in the society (Kuo 2013). The six dimension of Hofstede cultures are described in the following paragraphs. The first point on Hofstede culture is power distance. In this dimension, it is shown how a country handles the inequality in culture especially in case of money and power. Australia has a low power distance. Superiors have direct access and managers are dependent on employees. Managers and employees are consulted and informed about the decisions taken by the company. In China, distance power is higher. They maintain a distance between the higher authority and the inferior ones (Winterich and Zhang 2014). Australia has an individual culture; this denotes that the people have a loose society bonding. The people expect themselves to look after their issues and do not expect the society to take any step for it. The employees are also expected to be self-dependent, all the hiring and promotions are also dependent on the workers merit and quality. On the other hand China is a has collectivism culture, the people in China belief in group work and are influenced by group decisions. Employee commitment is low in the organisation whereas personal relationship matters in workplace. Australia has a masculine society. Their achievements and credits depend based on the individual behaviour and skills. China also has a masculine society highly oriented towards the success and goal of their work. They tend to sacrifice family and personal to meet the work life goals. It is often seen that they leave their family for business or work-life. Uncertainty avoidance refers when new innovative ideas are introduces they are rejected by the country. Countries that are religiously firm and give importance to tradition and custom tends to be high in this point. Australia has an intermediate scale in this aspect. The Chinese have a low avoidance for uncertainty that is they have a concern for truth. However, they have flexibility in rules. The Chinese are very pragmatic in nature; they believe in situational truth and adapt tradition as per requirement. They have a strong propensity to invent and save for achieving result. Whereas, in Australian society, the people have strong concern for establishing the truth. They show high respect for truth and have low propensity to invest or save for future. The last point is Indulgence and restraints describe to need for relaxation and comfort in the country. The Australians have high indulgence score; they tend to expand more for their enjoyment and fun. Whereas, the people of China have low indulgence score, they do not tend to spend much on leisure life and relaxation (Deacon 2014). China maintains very sincere business etiquette in comparison to Australian business rules. On the other side Australian, appreciate modesty in their business. They are very down to earth and maintain informal and casual meetings with business partners. They greet people only with a handshake whereas in China bowing is extremely important while greeting someone (Shaw and Barry 2015). They take serious note on business card and would be seriously offended if one is cramming the card in the back pocket in front of them. When China takes a serious note on formal meeting and greeting, Australia maintains a modest and informal way of meetings (Hall 2013). The people of China believe in making a strong relationship, maintain composure in business deals and transactions. Although, too much emotion has a negative impact in the business. They have a tendency to bargain far beyond the extended line to achieve some advantages (Ching-Hwang 2013). They appreciate patience hence Mary must keep that in mind. Based on the above analysis Mary needs to adjust with the Chinese etiquette and norms to please them for trade. She has to be more punctual and sincere with her promises. Before greeting them, she must know the greeting style that is maintained in China. Mary, being an Australian greets her business partners only by a handshake but for China, she has to be polite and greet them with dignity. She has to be polite and patience in front of the Chinese Clients. She has to greet them with handshake and mention the people with the last name (Rathnayaka 2014). They prefer using few Chinese words during the conversation. She should avoid bringing political topics in their conversation. She must accept the greeting card with both her hands and not with one hand only. Her body posture should be formal and attentive and reflect self- respectfulness. Few personal changes that Mary needs to do are she must be confident about her proposal as lack of confident is considered as failure in China. Mary must propose her business idea supporting the Chinese culture and reputation. She should highlight the achievements and fame that she has made that will improve her reputation and image to the Chinese (Chu 2013). She must avoid bright colour suits as they consider it inadequate. After completing the meeting, she should leave before the Chinese counterparts. She should include her professional title to the clients. She must try to make her greeting cards golden in colour, as the people of China consider the golden colour to be prestigious. Thus to conclude the Australian entrepreneur must adopt the Chinese business etiquette and ethics to trade with China. The major changes that she needs to do are already mentioned. Being an Australian Mary must be following a lenient and casual business ethics, which she has to work on. China being a developed country has high scope for business success and upraising and it would be a great chance for Mary to extend her business to China. China has a firm grip on business behaviour and formalities and do not entertain causalities that are followed in other countries. The essay has shown a Hofstede style cultural and ethical diversification between the two nations, this might help Mary to find the differences and change them. It has also been mentioned that how she should change her behaviour and style of expressing her business idea to her client. She should abide by the Chinese ethics and exceed with her idea thus giving a new turn to her business. Reference Almurshidee, K.A., 2017. Cross-Cultural Advertising Execution Style: Past Trends and Future Directions.Indian Journal of Science and Technology,10(20). Ching-Hwang, Y., 2013.Ethnic Chinese business in Asia: History, culture and business enterprise. World Scientific. Chu, A., 2013. 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