The impact of non-verbal communication in an intercultural context.

Non-verbal communication in an intercultural context can be the sole reason for businesses to succeed, yet can be the sole reason for failure. It is vital to acknowledge and interpret intercultural society, along with its behaviours and cultures. If a business were to stack vital items on high shelves in a community that has a low average height, the business would not thrive due to the difficulty the customers would have to undergo in order to achieve obtaining the items.

The first edition textbook "ITC 105 Information and Communication Management," which was compiled by Anthony Chan, has information that refers to the franchise 'Wal-Mart'. Wal-Mart lacked understanding and knowledge in the field of intercultural context, which eventually caused its demise in several countries including Korea, Germany and Japan (page 290). The CEO of a local competitor in Germany predicted the fall of the store, stating "the company's culture does not travel, and Wal-Mart does not understand the German customer."

Through the globalisation of industries and businesses, adaptations have been created to the cultures in which the stores have been implemented. Numerous franchises adjust minor and major features of their stores in order to please customers of the region, whether it is a modification to a meal to suit the needs of a local religion, or variations to an item so that it displays a local superstar in comparison to a foreign stranger.

It is important to take into account the culture's dimensions and establish whether the region has a low context culture or a high context culture. Low context cultures are logical and straight-forward, focusing specifically on the words that are spoken along with the clarity of those words. These cultures primarily use linear logic to get to the conclusion as promptly as possible. High context cultures take into account expressions, feelings, emotions and actions of others, while using spiral logic to direct conversation to explore multiple views.

Non-verbal communication can destroy businesses, however if used correctly, it can aid in achieving success for businesses in a vast selection of regions. 

References:

Lehman, C. M., Dufrene, D. D., Cameron-Dow, J., Barrett, M., Murphy, W., Guffey, M. E., & Loewy, D. (2013) ITC105 Communication and Information Management. Melbourne, Victoria: Cengage Learning