The importance of understanding the international communication process in

international business.

By Dennis Gutierrez

What is the International Communication in international business?

“according to R.D. Babcock, business communication is a dynamic, bi-directional, multiply influenced, and transformational translation process in international business communication, the complexity and diversity of this translation process is compounded as individuals send and receive messages that are translated through multiple languages and cultures. In an increasingly fast-paced, interrelated, and expanding globalized business communication environment, individuals who represent different cultures and possess various levels of language competency send and receive messages that cover an entire range of subject complexity, (from the most simple to the most complex) and require a need for precise wording (from low importance to mandatory)”

In other words the communication process takes place between the manufacture sponsor (sender) and the international consumers(receiver).”

the International Communication Process

the International Communication Process• What is the International Communication process involves:• The sender:

• The sender encodes the message into words and images and then is translated into the language of the target market.

• Examples are: ads, commercials, posters, etc.• The receiver:

• Receives the advertising message from the sender and decodes it into meaning.

• The medium or channel:• The communication channel used to send the message to the target

market. • Examples are: Magazines, billboards, pamphlets, Television and radio,

Salespeople, telemarketers, or individuals involved in a tradeshow, web pages, computer terminals on retailer premises, etc.

Sender International Sponsor

Receiver International costumer

message

Target market feedback:Message recall purchase

Encoding

decoding

Noise: cultural difference , message, interest

• Noise: • Noise is the Interference injected by cultural and language

differences between the advertiser, sponsor, and the target audience. • Feedback: • Is the information regarding the effectiveness of a company’s

message.• Encoding:• Is the process whereby the advertiser puts the company’s message

about the product into words and images that are aimed at the target consumer.

• Decoding:• is the process whereby the target consumer receives the message

from the advertiser and translates in into meaningful information.

the International Communication Process

• The media infrastructure is the main challenge in countries of different levels of economic development. Media infrastructure is the communication channels and the structure in an international market.

• Media Availability: • Is the local available media and channels that can be used in

order to communicate with the target consumers.• Media Reliability: • The media is not reliable in order to reach the target consumers

within the intended time frame. • Advertising Regulations: • Advertisers encounter numerous restrictions imposed by host-

country governments that limit their ability to communicate effectively with the target consumer.

Challenges in the International Communication

• Media Restrictions: • Are limitations imposed by local existing media: • Limiting the number and types of advertisements.• Cultural differences: language barriers, religion, customs.• Media Costs:• varies depending on the Income per capita of target market. • competition for media from advertisers.• Translation costs.

Media Infrastructure Challenges

• Hiring Local and international Advertising Agencies:• This strategy is more likely to be used by a company that

uses a localized marketing strategy, appropriate when knowledge of the target market and adaptation are important.

• Creating relationships between the multinational corporation and the agency allows for easier interaction with local media and government. However, the quality of advertising is often not at the level provided by a large international advertising agency.

• Choosing the right advertising strategy:• Adaptation – to adapt their promotional mix to the target

market.

Solutions

References:

Lascu, Dana-Nicoleta. International Marketing. Atomic Dog Publishing, 2008. Print.

  Babcock R, Du-Babcock B. Language-Based Communication Zones

in International Business Communication. Journal Of Business Communication [serial online]. October 2001;38(4):372-412. Available from: Business Source Premier, Ipswich, MA. Accessed November 22, 2011.