All business success ultimately relies on effective communication. It is no small task even within the limitations of individual employees within a single company. So what happens when this single company expands by employing people from a different ethnic background or perhaps even internationally?

The communication systems which may have worked well nationally will be challenged in the now multicultural or global marketplace. Effective and clear communication must be sustained, yet be flexible enough to adjust to changes in culture and language. To succeed we must understand cultural diversity issues and establish why and how people from different cultures behave, think and proceed as they think best.

Culture is a shared communication/behaviour system consisting of symbols, beliefs, attitudes, values, expectations, and norms. It's our cultural code of behaviour - how we do things around here. Everyone belongs to several cultures. The most obvious is the culture you share with all the people who live in your own community or country. In addition, you also belong to other cultural groups, including an ethnic group, probably a religious group, and perhaps a profession that has its own special language and customs. All members of a culture have similar assumptions about how people should think, behave, and communicate. Cultures differ widely from group to group.

Communication is strongly affected by culture. You can improve your ability to communicate effectively across cultures by recognizing cultural differences and then overcoming your own ethnocentrism-the tendency to judge all other groups according to your own group's standards, behaviors, and customs. When making such comparisons, people too often decide that their group is superior which gives rise to many cultural diversity issues!

Good communication is both verbal and non-verbal. It involves subtle differences in manners, etiquette, protocol and style of communication. Unfortunately, the greater the difference between cultures, the greater the chances for misunderstanding. Whether a business is dealing with internal cultural diversity or trading abroad with a variety of companies from different cultures, the message must be understood for those intended to hear it. Failing to do so can lead to poor performance and failed business relationships.

To find out more about understanding cultural diversity and learning how to avoid  cultural communication stumbling blocks by, click here.