Examining the Problems Surrounding Cross-Cultural Communication in the

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In business, successful communication is the key to success, and being able to relate to a customer is the best form of communication. This is why cross-cultural communication is so important as the business world continues to globalize itself. Unfortunately, "A lack of awareness about the culturally prescribed rules and norms of communication behaviors can cause public relations projects to fail, or worse, backfire." (Zaharna, 2001, p.135). My research is focused on the problems associated with cross-cultural communication and how awareness of culture, language, tradition, and business practices can increase the advantages to globalization. This report will be field specific in the International Beverage industry with my interviews focusing on the communication relationships between H.P. Bulmers, Ireland, which recently decided to move into the United States. I choose this focus due to interest in working in this industry after college, and because I plan to study abroad in Galway, Ireland in the fall of 2002. I plan to outline the major issues that companies must address when dealing with different countries, and then I will create an action plan to help companies solve their communication issues.


For my interview I decided that I would present both sides of a cross-cultural business relationship. To accomplish this I will first interview Mark Woodard, my father, who is Head of Operations in the United States, for H.P. Bulmers. Next, I will interview John Keyo, the President of Operations in Ireland for a unique examination of European communication. With both interviewees my questions focus on the problems that have developed in the past 2 years since H.P. Bulmers first began communication with the United States. Additionally, with Mr. Keyo my focus is extended to discover if he has experienced any sense of "American arrogance" during his communication.

My library research is focused on discovering different...
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