Cultural diversity in university business curriculum: placing business communication into the global context

Abstract

Globalization has ushered in a new era of doing business. The business environment has expanded to include new markets in various geographical locations which has brought along with it a myriad of diversity including cultures. Globalization has shrunk the world and it cannot be business as usual where communication is concerned. As much as people are being brought closer together, globalization does not necessarily change individual cultures. Though cultural issues are discussed in a social context, it still creeps into the business arena as people bring their beliefs, norms and mannerisms into play. Business transactions are affected by the culture of the participants and cross cultural, or intercultural communication have become a critical soft skill required for all international and global business executives, managers, and employees. Successful business negotiations and relationships may bank on the appreciation and respect for regional, country, and international cultural differences, known as cultural diversity. Communication is by en large culturally based more so non verbal communication namely body language, gestures and paralinguistics. Added to that, other issue like gift giving and negotiations are all forms of communication whose cultural base may make or break any business transaction. This paper seeks to expound on the importance of including cultural diversity in the business communication curriculum to better prepare business graduates for the global environment they are likely to face. The premise being that ignorance of this soft skill will be at the peril of the contemporary business graduate.