Culture and Language: The Challenges Businesses Face in New Cultural Environments

Introduction

The dominance of the English language has grown, and currently, many businesses are conducted in English. Therefore, the English language has been accepted as a lingua franca, a language used by people who do not have the same culture or native language use. Though the English language is not the language with the most native speakers, it is a common second language to most countries; hence its use is growing exponentially. International companies have a choice to make regarding language policies in the organization. Some global companies recruit staff who are plurilingual and interculturally competent. This means that the person understands and can speak multiple languages even though not fluently and has the necessary knowledge regarding diverse cultures. Other companies prioritize recruiting their entire workforce with competent personnel in the English language as most international corporations conduct their business in English. By taking language and culture as its main subject, this essay considers the challenges international businesses face to effective communication discussing which approach between plurilingual interculturally competent personnel and an entire English competent workforce is more effective, giving the reasons for the choice of the approach. The essay gives the advantages and disadvantages of each approach and examines two cases of companies working in new cultural environments to arrive at the choice.

Plurilingual and interculturally competent workforce

Advantages

Language choice. Plurilingual personnel can articulate their thoughts and ideas in a diverse culture using any language of their choice. Some situations that the staff working in new cultural environments encounter necessities them to use the native languages of the community for a better understanding (Verboom, 2016). For example, in some cases, the personnel may encounter clients who do not understand English. Understanding the native language and the culture will help in this case for the personnel to communicate with the client without the use of a mediator.

Diversity and inclusivity. The company fosters diverse cultures and languages, enhancing the workforce's sense of belonging. Expatriates are free to apply due to the diversity of the company (Van der Worp et al. 2017). Having diverse cultures and languages enable the employees to share and learn about other people's cultures and languages, ultimately furthering the plurilingualism in the company. Diversity enhances the company's efficiency as the company poaches for the highest skills in the industry irrespective of their culture or a particular language level.

Disadvantages

Alienation. Plurilingual people find it easy to codeswitch either consciously or unconsciously. Codeswitching in the presence of someone who does not understand the language may create a feeling of alienation and create unnecessary tension among staff.

Language barriers. Diversity in culture and language is a resource and a disadvantage since the company will experience language barriers (Van der Worp et al. 2017). This will make it hard for the company to collaborate, and the company will have to introduce measures to harmonize the language used in the workplace.

Prioritize competence in English across an entire workforce

Advantages

Easier to collaborate and communicate. When all the staff is using the same language communication becomes very easy. Through effective communication the employees can effectively collaborate (Rao, 2019). The employees also do not need to use a mediator. This is particularly useful as no distortion or loss of meaning occurs due to translation from a source language to a target language.

Disadvantages

Lose meaning. In situations where most of the workforce are competent in the English language, in case a client comes who is not conversant with the language, the personnel is forced to use a mediator. Though a mediator is vital in facilitating communication between the parties, one disadvantage is that meaning may be lost when translating from the source language to the target language, for example, from Mandarin to English leading to challenges in understanding what is required for the success of the business deal.

Culturally challenged. Prioritizing on a workforce that is competent in English leaves the company culturally challenged. Since the business operates internationally, there is a likelihood of getting diverse clients with diverse cultures. Not recognizing and appreciating the diverse culture may hinder the company from getting clients from cultures that feel the company does not understand what they are looking for. The companies further discourage expatriates from working there as their English proficiency may not match the company's required level.

Examining companies doing business in a new cultural environment

Walmart in Germany and German supermarket Aldi in the UK

Walmart has made expansion into different nations; however, its venture into Germany was not successful. The failure occurred since Walmart did not consider the culture of the German people and therefore did not adjust its practices to fit the new market. For example, the cashiers were supposed to smile at the customers, which according to the German culture smiling at strangers is weird (Nizam, 2016). The employees, therefore, perceived Walmart as a stressful working environment. Another practice that annoyed the German people was the daily motivational exercise of chanting WALMART, which they did not find motivating in the least.

The German Supermarket Aldi has been successful in the UK. Unlike Walmart that used the practices in its American branches in the US, Aldi patiently made necessary changes to ensure its long-term success. For example, the supermarket has the best employees' wages that motivate the staff to keep working since no other store matches them (Robb, 2020). Aldi standardizes its pay for all workers in the same category irrespective of nationality. The store further encourages feedback used to enhance some of the processes in the supermarket.

Company language policies and their effects

Language policy. These are guidelines that govern the use of language in an organization. The reason for a language policy is to help the company address its needs (Sanden, 2015). Collaboration is one effect of a language policy. For example, companies establish a corporate language that enhances its staff to collaborate as it is easier when all are using the same language. A language policy also facilitates easier communication among people with diverse native languages without using a mediator. The policy recognizes that language diversity is a valuable resource for the company while acknowledging it can also be a barrier. The policy, therefore, takes advantage of the language diversity resource while mitigating its negative effects.

Conclusion

In conclusion, hiring plurilingual and internationally competent staff is more effective than prioritizing hiring an English competent workforce in the entire firm. International businesses ought to take into account the culture and language of the new market, as illustrated by Walmart's inability to succeed in Germany. A plurilingual and interculturally competent staff ensures the company makes the necessary adjustments to its processes to thrive in the new market. The approach has its disadvantages, such as alienation when people code speak; however, establishing a language policy will help address such issue. A language policy addresses the language needs of a company, reduces conflicts due to language use issues, and ensures that the company runs smoothly. Through this approach, the employees can learn each other's culture, language, and country, which helps them accept and learn from diverse perspectives.

References

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4. Nizam, L. M. (2016). The impact of national cultural differences on the international expansion process of multinational corporations: A case study of Wal-Mart in Germany. Journal of International Business Research, 15(2), 57-72.

5. Robb, S. (2020). UK Aldi wages 'best' in the sector. Retrieved from https://www.thegrocer.co.uk/aldi/aldi-wages-best-in-the-sector/603852.article

6. Sanden, G. R. (2015). Working with diversity in multilingual classrooms: A critical sociolinguistic approach. Routledge.

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8. Grin, F., & Vaillancourt, F. (2019). Language policy and economics: The language question in Africa. Routledge.

9. Ricento, T. (Ed.). (2006). An introduction to language policy: Theory and method. John Wiley & Sons.

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10. Spolsky, B. (2004). Language policy. Cambridge University Press.