360 Express Collision and Detailing: Cultural Communication Barriers


A growing number of companies are expanding their operations abroad in today’s dynamic business environment. It can be challenging to communicate effectively with persons from various cultures. Their societal awareness influences business firms’ behavior in markets with multiple cultural reflections. It is widely acknowledged that cultural differences impose imperceptible obstacles on cross-border commercial communications. Understanding cultural diversity is among the most critical abilities for businesses to grow to gain a competitive edge in global business. Businesses that do not recognize the difficulties of cross-cultural engagement face problems in many facets of global corporate communication. This essay focuses on the cultural communication barriers and strategies that 360 Express Collision and Detailing business would adopt to align their marketing services to various cultures.

Cultural Communication Barriers

For a worldwide firm, cultural variables are crucial as unseen hurdles. Due to ongoing globalization, businesses should concentrate on removing the imperceptible obstacles to cross-cultural contact. There are millions of individuals who cannot adequately communicate in English or who do not comprehend it. Communication can be hampered by offensive speech, which can lead to a variety of misconceptions for 360 Express Collision and Detailing. Furthermore, signs and symbols used in nonverbal communication vary from culture to culture and cannot be depended upon to convey meaning. For instance, the thumbs-up gesture, regarded as a show of acceptance in the West, is offensive in Bangladesh (Alcantara-Pilar et al., 2017). It is crucial to remove these barriers in order to improve the workplace environment.

Communication is challenging due to cultural variety because everyone has a distinct viewpoint. Prejudice and stereotypes are serious obstacles that would restrict 360 Express Collision and Detailing’s international expansion. These obstacles consist of unfavorable perceptions about a particular group. For instance, it is a positive preconception that Asians are good at math (Rajhans & Hiray, 2022). However, there is a harmful social image that all adherents of a given religion are violent, similar to Islam. Cultural variances bring on miscommunication in behaviors and character, including variations in thinking, body language, and etiquette. For instance, while eye contact is valued in some cultures, it is considered impolite and disrespectful in others. The management must implement effective strategies for any business to experience global growth and success.

From an evolutionary perspective, being a part of a group made people stronger and increased their chances of surviving in a demanding environment. Outsiders or different groups were viewed as adversaries if they were vying with them for resources like food, protection, or territory. Offering services to cultures where the us-versus-them mentality is well engrained will be complicated for 360 Express. This way of thinking makes it difficult to comprehend the message and promotes hatred (Rajhans & Hiray, 2022). Religion obstructs communication, similarly to prejudice and ethnocentrism, because it shapes a particular perception of others who practice different faiths. Various religious perspectives lead to divergent ideas and affect how people perceive others. Individuals may shun engaging with the staff at 360 Express if they realize they do not share the same religious beliefs.

Communication Strategies for Global Business

Cross-cultural awareness is not just a barrier but also a chance for innovation, fresh viewpoints, receptivity to new ideas, and global solidarity. Competence in cross-cultural communication helps a company accomplish goals while showing appropriate respect for the values, customs, and beliefs of the people impacted by its operations (Ting-Toomey & Dorjee, 2018). For 360 Express to achieve worldwide success, its organizational structure must foster cross-cultural competency. The organization’s management should value diversity and respect cultural differences. The target market’s varied cultures should be explained to employees. Training employees to respect different cultures would help the organization achieve more imaginative and creative outcomes.

The company should demand that various workplace cultures benefit from one another. When 360 Express opens stores in various parts of the globe, the leadership should recruit locals. By hiring locally, an organization shows its clients and customers that it is concerned about the interests of the area (Ting-Toomey & Dorjee, 2018). This method will improve cross-cultural communication in the region, which will help 360 Express succeed internationally. A varied staff will promote more substantial cross-cultural dialogue, integration, and cooperation in multicultural cultures; hence the leadership should do so (Ting-Toomey & Dorjee, 2018). Giving employees access to a culturally inclusive workplace will cater to the population’s interests, lower staff turnover, increase profitability, and enhance workplace satisfaction.


Businesses should prioritize creating a new corporate culture. Global prosperity will be the outcome of a widely acknowledged corporate culture in which people recognize and appreciate the values and views of others. Language hurdles, signals and symbols, discrimination and preconceptions, and religious differences are a few examples of cultural communication obstacles. Any organization will be prevented from succeeding and expanding globally by these obstacles. Having diversity and respect for cultural variations is a tactic that can be used to modify marketing communication to align with various cultures worldwide. The organization can hire locally in various regions to promote more significant relationships between the company and its clients. Being culturally competent entails studying a great deal about other cultures to break down barriers.


Alcantara-Pilar, J. M., Barrio-Garcia, S. D., Porcu, L., & Crespo-Alemndros, E. (2017). Language as a cultural vessel in online servicescapes: Its impact on consumers’ perceived risk, attitudes, and behavioral intentions. Journal of Consumer Behavior, 16(6), 61-75.

Rajhans, K., & Hiray, A. (2022). Cross-cultural communication barriers to managing workforce diversity in multicultural organizations. International Journal of Management Development, 2(2), 81-101.

Ting-Toomey, S., & Dorjee, T. (2018). Communicating across cultures (2nd ed.). The Guilford Press.

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