Dimensions of Success in International Business Communications


Dimensionsof Success in International Business Communications

AComparative Study of Polish and International United StatesCommunicators



Inspite of the globalization and cultures’ union, it is scholarlydocumented that cross-cultural problems are significant in a businesscontext, particularly for companies expanding their activitiesglobally. Conversely, accessible hypothesis does not supply an openanswer of how cross-cultural differences amid countries impinge oncommunication. The fundamental mission of the current document is toexamine and compare the degree of success in international businessbetween the Polish and the United States of America businesscommunicators.

It&nbspleadsto a thesis statement Doescross-cultural differences contribute to the difference in thesuccess of international business between the Polish and the UnitedStates business communicators.


Thepaper shall emphasize on the cross-cultural impact on the success ofinternational business between the Polish and the United&nbspStatesof America business communicators. General theoretical backgroundfocuses on marketing strategy and marketing communications and coverssome aspects of cross-cultural issues in the tourism industry.Companies in today´s global environment can exploit opportunitiesbrought by the internationalization of business though they stillhave to cope with challenges that come along. Globalization beganalong with the technological progress and increased transfer ofknowledge and information. Customers all around the globe arebecoming more experienced and demanding due to emerging andaccessibility of the Information and Communication Technologies(ICT).

Theadvent of modern technologies transformed the consumers intoso-called “prosumers”, which means co-producers of value.Consumers seek for personalized offers providing a superior value fortime and money. Cross-cultural differences are another importantelement when it comes to the current international business (AlvinToffler, 1980). However, even big international corporations aresometimes neglecting this issue. Companies must be aware thatcustomers differ across countries and so do their perceptions ofpromotion activities. Addressing potential customers should betherefore done considering “cultural meaning perspective”(Usunier, 2005), which presupposes particular approach to thespecific culture. Therefore, two main fields to be covered in thecurrent paper are communications activities and cross-culturalissues, and if/how, they are interrelated within a particularindustry and a particular market, chosen and defined by authors.

Theliterature examined (Usunier, 2005) suggests that developing theMarketing Communications Mix (MCM) requires taking into considerationethnicity and cross-cultural differences in the regions of interest.However, existing research pays little attention to how consumers indifferent countries respond to various aspects of marketing strategyand appeals of the MCM. There is a dilemma to which extent themarketing communications tools and messages should be standardizedwhen targeting markets internationally. As there is no more concreteinformation found on what aspects of communication are influenced bythe culture and how the perception of communication differs acrosscountries and to which extent communication should be adjusted ormodified, these issues shall be addressed in this study.


Datawill be collected by conducting secondary and primary research, bothhaving quantitative nature. Secondary data will be obtained throughstatistical offices and official on-line sources. To facilitate datacollection, the Polish and the United States of America will bechosen. As a reference, the tourism industry will be used, due toits’ current significance, scale and global nature. In favor of theprimary research purposes, a questionnaire survey will be conductedamong pre-defined target audience in Poland and the USA. Threehundred responses shall be obtained and provided a solid basis forfurther analysis.

Chapter1: 1.1 introduction, 1.2 Theoretical framework, Chapter 2: Literaturereview Chapter 3: Research Methodology Chapter 4: data collectionChapter 5: findings and conclusions


Secondarydata collection shall be engaged with limitations that will influencethe research outcomes. Not all of the data about Poland or the USAregion are available for the countries. Some of the data are notcollected and some are protected or available only in nativelanguages. In addition, different data measurements shall be used andwill make the comparison of the countries complicated. Furtherlimitation is concerned with the usage of convenience/non-randomsample in primary research. “Convenience samples may provideinteresting data, but it is crucial to be aware of their limitationsin terms of generalizability” (Bryman 2012, p. 206). Because someof the individuals from the target group will be randomly chosen, thefindings obtained by primary research shall be applied andgeneralized for the whole target population in the examinedcountries. Ultimately, it will be impossible to avoid bias. Eventhough, all efforts shall be directed to ensure objectivity aspossible, there will be the probability that the study shallpartially reflect our personal judgments and opinions about theresearched countries.

Thefollowing research questions shall direct the study:

Question1: To what extent does cross-cultural difference exist in Poland/ theUSA?

Question2: To what extent does the cross-cultural difference affectcommunication in the two countries?

Inconclusion,thestudy hopes to discover if cross-cultural differences exist and theextent to which it affects communication in Poland and the USA.


Toffler,Alvin.&nbspPreviews&amp Premises: An Interview with the Author of Future Shock and theThird Wave.New York: W. Morrow, 1983

Usunier,Jean.&nbspInternationalMarketing: A Cultural Approach.Englewood Cliffs, N.J.: Prentice Hall, 2005

Usunier,Jean, and Julie Lee.&nbspMarketingacross Cultures.4th ed. Harlow, England: Financial Times/Prentice Hall, 2005.