Subduing Cultural Stereotype & Ethnocentrism in Business Organizations: A Soft Skills Stance

Abstrak

Business organizations are highly dependent on culture and communication
that define the essence of their existence. Researches indicate that while some
organizations have successfully placed themselves in the global market
places, there are still others who have deteriorated because of weak
communication or insufficient assimilation with other organizations of
different cultures. Recent studies argued that the accomplishment of the
global business depends on successful cross cultural communication. This
paper studies the role of cross cultural communication and the barriers that
obstruct cross cultural effectiveness in business. The paper especially focuses
on the cultural stereotype and ethnocentrism as the most powerful barriers
in cross cultural communication and proposes solutions towards the
relevance of soft skills in overcoming the barriers and ensuring success in
business in unprecedented ways and their development in cross cultural
management.