Globalisation Today Throughout The Modern World English Language Essay

globalization Today Throughout The Modern World side of meat run-in turn upGlobalisation operator the ext give the axeing the relationship and broadening interdependence amongst incompatible masses from contrasting surgical incisions of the world (Daniels et.al, 2007 6). In todays world the cover of globalization has developed to much(prenominal)(prenominal) an extent, that it is argued that in that nonice ar few companies that operate only when in their domestic market (Kotabe and Helsen, 200820). To support the above statement correspond to Whettingsteel (199919) has estimated that 70% of UK companies provoke caper partners outside the domestic market. Apart from that do non actively sell abroad, still face abroad competitors in their own domestic markets. Whereas m any(prenominal) domestic oriented companies form at that place raw materials, comp cardinalnts, or labour from abroad (Worthington and Britton, 2006 368). Further on In business operation manageme nt, Manager has to manage conflicts within the organisation precisely these conflicts atomic number 18 heightened in the management of international operations due to the different national culture of workforce. Manager as salubrious as vender requires the extrapolateing of the consequences or effects of cultural differences of discourseing, religion, value, system, customs, and education in the lo map up cultural organisation art object working or marketing a proceeds. And cultural factors atomic number 18 least tangible but in more or less ways the most important of the factor which should be taken into invoice while doing international business (Forrester). accord to Czinkota et.al (1996 298) defines Culture, it is an integrated system of learn behaviour pattern that are characteristic of the member of any disposed society. Whereas it include certain elements such as quarrel, religion, value, billet, manner and customs, aesthetics, education and sociable ins titutions. tally to Lee and Carter (2005 424) agrees and says that trust, commitment and communion are a ask pre-requisites for the outgrowth and master(prenominal)tenance of good relationship. Where communicating is major(ip)ly an indicative of verbalize linguistic operation which is established factors in cross cultural business interaction where quarrel is considered as important key element or factor beca return use of some other factors such as trust, commitment, cultural affinity, experience etc are accessed through the use of lecture. According to prompt culture is the door to a market and phrase is the key to that door. The above statement is supported by Holden (1989 9-10), ..Whereas marketers have recognised that quarrel is a facet of culture, they come to find it more deep to see culture as a facet of terminology. Whereas according to Worlds first of all linguists and literacy scholar George Steiner (1975), .the application of the concept of exact scie nce to the study of terminology is an idealized simile (Holden, 2002 230). And language provides a bonding to whole process of relationship development of business (Swift, 2000). Due to which it tail assembly be utter that Foreign language competence is a major component of self-made cross-cultural relationship development through which companies are looking for development of international relationship (Swift, 2008 3). broad(prenominal) level foreign language competences understructure advantage an likely to build up in terms of acquiring a better understanding of foreign business culture which whitethorn confer some benefit in selling and dialogue (Clarke, 199780). Whereas international business literary point of intersectionions on one hand and linguistic literature on the other appears to say very little on the brilliance of particular language in relation to the international activities of firms and the economic, political, and technological violence associated with individual languages (Nigel 1989 1). Language withal has a vital aim in process for communicaton.The process of CommunicationModel of communication process comes in many forms such as verbal, non-verbal and mathematical. On the other hand heedless of other models forms it share three basic element such as sender, capacity and receiver (Delozier, 1976 2). Where sources (Sender) is a person or host of muckle having a thought to share with some other person or group. For e.g. group of throng who are viewed as singular sender or receivers are the United States governments, the internal revenue service. After that Encoding, this is process of put through into figureic form which is controlled by sender for e.g. printed or spoken haggle such as in marketing, a magazine ad and television commercials. The contiguous element is channel it is a way in which meats moves from sender to receiver such as media, Television etc. According to Lass hygienic (1971 84), is also cognize as media analysis. After Channel, Decoding is a next element which is Vice versa of encoding where receiver has to send the transforming message symbol back into thought. And at last the receiver where person or group with whom the sender share his thoughts for e.g. In marketing, the receives are known as the prospective and present consumers of the firms product (Delozier, 1976 3).Sources model of communication process entirely in the above process of communication the key element of effective communication is encoding and decoding which is very important to understand (Swift, 2008). Because some fourth dimensions if the message is not decoded or translate properly to a receiver or if receiver unable to understand the language of the sender then It is not of any use. For e.g. Rural areas in India where any company advertising their work in English language and most of the rural population is not able to decode it properly then there is a no use of such advertising. Company would dir ectly incur a loss. According to Miller (1963 7) says that, ..if the plenty communicating are unfamiliar with the code or if they are unable to distinguish amongst the symbols, errors become likely. sometimes within the said(prenominal) language the very(prenominal) thing can occur such as technical and professional jargon, where language is understood by people working in the patience but appearing meaningless to an foreigner, even if the outsider is enunciateing the same language. So it is clear that encoding and decoding process must work within same culture context or frame work (Swift, 2008). So In the process of communication language plays a vital role in market which includes Verbal communication as well up as Non Verbal communication. Where verbal language is divided up into written or spoken language in four main areas such as Syntax (rules of sentence formation), semantics (System of meaning), phonology (systems of sound patterns) and backchat morphology ( word f ormation) (Keegan and Green, 2005 126). And Non Verbal communication is an oldest method of communication where no viva or written language and body language was the sole means of communication (Bolton, 197978). It includes Kinesics (gestures, touching, liking, conviction, emotions etc) and Proxemics (personal space and territory) (Swift, 2008 45). It is communication process plays a vital role in marketing such as while making known, persuading and negotiation.According to Clarke and Wilson (2009), says that language is considered as an important tool for marketer on the bases of three different factors which are explained in detail as followInformingFor a Marketer it is important to keep in head teacher while informing astir(predicate) the product in particular domain should use a local language or translate. There is an good fount base on informing and selling of product said by Germany, s ex- chancellor, Willy Brandt When I come to sell to you in England, then I leave be hind speak in English but when you come to sell to me in Germany then you must speak German (Weber, 1989 159). An casing of teaching provided on the bases of language such as marketing done in India where information are provided in form of verbal language and non verbal language of communication such as a TATA product i.e. Tata sky DTH and Airtel product i.e. dish TV. In their following advertisement such as In Tata sky DTH advertisement are establish on the informing approximately the product in technical ways by using the crisscross ambassador of Bollywood actor Aamir Khan who is known as a perfectionist in the entire bollywood industry. His advertisement is based on verbal communication were the words spoken from an actor indicating directly about the product. The punch line is Isko laga dala toh life history Jhinga la la where as Airtel product i.e. Dish TV advertisement are based on emotional factors while informing the people about the product by using emotional guester s such as old couple love story. Their brand ambassador Shahrukh Khan who is known as the King of Emotional Drama in entire industry of enterainment. Where in his advertisement the emotional factor, body language, guesters etc were use to indicate about the product to people. And the punch line of Dish TV is ghar aayi zindagi which means it bought untried life to your house it indicates emotions. So as he know India has an High context Culture factor where the emotional part such as gestures compare to Low context culture for countries such as the States where clear communication modes (Kotabe and Helsen, 2007 127).But sometimes while informing about the product the marketer need to keep in mind about the use of proper language such as In United farming the snickers bars were sold under the brand name of Marathon because they tangle the name was too close to the English idiom for female lingerie (Knickers) (Kotabe and Helsen, 2007115). Whereas in Middle East countries, are male d ominated countries where if any gestures apply while informing about the product should be regardful because mixing men and women in focus group is prohibited in Saudi Arabia and if the advertisement are related to women they should be shown with total respect on television cameras . Where in China, marketer should keep in mind while informing about product to the people such nurse which pronounced as Shu which sounds as I hope you loose and the word Clock pronounced as Zhong which sounds as death. positionAccording to Austin, Persuasion is the communication act that carries out both these goals such as an listening that has been persuaded has understood an expression or utterance and other one believes its message (Tailard, 2000145). Persuading someone is like performing an act (roughly that of affecting someones belief or desires) using some form of communication usually language (Tailard, 2000 146). And the word To persuade is typically accustomed as one of the first interp reter of Perlocutionary by speech act theorists for e.g. Locutionary act which means dictum something such as young woman holds up a bottle of Coca-Cola and shouts puff is the real thing in front of Television camera. Illocutionary act are performed in saying something such as a young woman is shouting one C is a real thing where she asserted that a product called Coke is the real thing. Perlocutionary act are performed by saying something such as a young woman shouting Coke is the real thing where she is persuaded millions of television viewers around the world that inebriation coke is a worldwide experience (Austin, 1962102).According to (ibid 101) says that At the end the effect of Perlocutionary acts as major effect upon the feeling, thoughts, or act of the audition or of the people or of the speaker which is an comes under non-verbal communication. Where there should be proper use of language consider the market of particular country while advertising about the product.Ne gotiationA process through which parties move from their initially divergent positions to a point where agreement may be reached (Steele and Beasor, 20073). Whereas According to Cellich et.al (2004 25), the concept of negotiation is interpreted differently from one culture to another for e.g. In U.S. negotiation is a mechanical ferment of offers and counter offers that leads to a deal which is cut and dry method of arriving at an agreement whereas in Japan, negotiation is sharing information and growth a relationship that may lead to deal. Sometimes negotiation style utilize so efficaciously that domestically it can be inappropriate while dealing with people from other cultural background. Indeed it can be more harmful than gaining (Gulbro and Herbid, 1995 4). In some countries such as Hellenic sees contract as a formal statement, announcing the intention to build a business for the future and the negotiation is completed on when work is accomplished. Where as In China, approa ch is rather to establish a negotiating process based on human relationship and often dependent on genius and take of creating a bonding of friendship (Drew and Herbig, 1997 20). According to Petcher (1992 47) says that, there are four aspects of culture are especially important in negotiating well such as spoken language, body language, attitude towards time and attitude towards contracts. There is an example based on above statement which negotiation between American and Japanese , where the same spoken word can have three different meanings and direct refusal are considered as impolite. Sometimes words used by Japanese are does not have the same thing to an American or europiuman such as words like difficult and it will take some time means no. and not even the body language is same such as in Japanese audibly sucking strip through their teeth means they are feeling pressured and where as cheering handshake convey the sincerity in New York and London which make Asian Uncomfo rtable (Cellieh et.al, 2004 12). According to Turnbull and Welham says that the ability of communicate with a buyer in his own language leads to a lowering of the psycho brotherly barrier to interaction. Whereas a Psychological disadvantage to the buyer of having to negotiate in foreign language which can be barrier to an tenderization. And essential language use can reduce the feeling of isolation and encourage developing more positive attitude towards foreign negotiator (Swift, 199144). To support this above statement there is an example given by Swift (199144), where an exporting sales executive working in Spanish market where he experienced the psychological disadvantage. He explained I am aware that sometimes they (Spanish people or suppliers) revert to their own language just to get an idea and while negotiating in English they talk between themselves in their native language.Role of Foreign Language in marketFor achieving the achiever in foreign market it is necessary to communicate effectively with foreign customers or business partners (Swift, 2008 81). And also for an marketer its an importance thing to understand or to speak according to local language due to which people can understand the language of marketer For e.g. In India today also 72% of Indian population lives in rural areas (Haub and Sharma, 2006).where they are not able to understand business language but its necessary for an marketer to speak in local language or national language of India to promote or want to sell their product to customer. Its like a marketer has to Think locally and act globally. And also according to Swift (1991 36), one should accept to speak in customers language to do well in international market. To support the statement of Swift there is an example such as British companies will still need to speak the language of consumers in the countries where they trade. (Hurn, 2009 303). And there is one more example such as at time difficulties faced by foreigners w hile doing the business with Italy when they assume that italian business culture is similar to France or Germany. But there culture is greatly dependent on contract fo which knowledge of the language is so vital for an marketer (Swift, 199143).English is considered as international business language for communication in any part of the world (MacDonald and Cook, 1998 216). And According to Britannica World Data Book, (1992) it is said that 69 countries designated English as an official language. whereas in many Multinational companies in Europe such as Nestle , Erickson etc have considered English as their vulgar business language for their internal communication (Kameda, 2000 204) and also there is an example of internal communication where it was considered strictly by company called Asea brownish Boveri Group an Swiss multinational company where they made English as an official language for high level meeting, send letters to colleagues who stay in Sweden written in English s aid by chief operating officer and Chairman Mr. Barnevic ( Taylor, 1991 92). Apart from English, Other language should also be given importance in foreign market while entering into a business with particular country because According to European Commission (2005) says that, Language Skills will be important in achieving European policy goals, especially against a background of increasing global competition. Due to which some companies are making their staff to learn different types of languages which is most commonly used in market. There is an e.g. (ELAN) where Top 10 languages in which firms are didactics in their staff from last three year. There is a plot which indicates that how much other language is given importance (ELAN report, 20061-2).From the above pie chart indicate the top 10 languages in which firms have trained there staff in last 3 years. Where English (25%) have been an major Language which id followed by Germany, French, Italian, Chinese, Czech, Dutch, Portugu ese, Danish, Estonia and other Language (ELAN Report, 2006). There is an example why companies are giving importance to other language as well such an Irish Exporter where two-third (62.5%) of Irish export are sold to customers whos native language is not English and it important that ability to communicate effectively in language other English should be a concern to Irish companies (Clarke, 199782).Language barrierHolder (1989 3), suggested that lack of understanding of the social and cognitive dimensions of language can be as important as the inability to understand the formal linguistic system.