Quest Journals Journal of Research in Humanities and Social Science Volume 4 ~ Issue 1 (2016) pp:20-26 ISSN(Online) : 2321-9467 www.questjournals.org *Corresponding Author: Dr. Prasanta Kumar Padhi 20 | Page Dept. of English, Orissa Engineering College, Bhubaneswar, Odisha Research Paper The Rising Importance of Cross Cultural Communication in Global Business Scenario Dr. Prasanta Kumar Padhi Dept. of English, Orissa Engineering College, Bhubaneswar, Odisha Received 28 December, 2015; Accepted 30 January, 2016 © The author(s) 2015. Published with open access at www.questjournals.org ABSTRACT:- Language and cultural misinterpretations can be avoided by increasing our understanding of other people and their cultures. The study of cross-cultural communication addresses this need by examining the communications and interactions between people of different cultures and sub cultures. The fundamental principle of cross-cultural communication is that it is through culture that people communicate. Globalization has made intercultural communication inevitable. Communicating with other cultures characterize s today’s business, classroom, and community. Technology especially the internet has increased the probability that whatever is documented online will be read by someone from another culture. Intercultural communication is of importance in any career field thus the art of knowing how to communicate with other cultures should be a work place skill that is emphasized. Business firms will inevitably have to be accustomed to different working styles of their workers who are drawn from different cultural backgrounds. It is imperative for business firms to understand the cross cultural differences in their operations and this understanding acquires more importance in the sphere of communicating with people hailing from diverse cultures. Hence a Multinational Company (MNC) will have to ensure that steps are taken to overcome the barriers to cross cultural communication in order to attaining organizational objectives effectively and efficiently. The paper deals with understanding and significance of cross cultural communication, barriers to cross cultural communication and measures to overcome these cross cultural barriers by developing intercultural competence in the organizational set up. Keywords:- Globalization, productivity, attitude, multiculturalism, provocation Culture is the characteristics and knowledge of a particular group of people, defined by everything from language, religion, cuisine, social habits, music and arts. It is essential for today’s work force to be aware of the differences in communication across cultures at their workplaces. A major component of a culture is its systems of values, beliefs, and material products. First, culture includes belief systems that involve stories, or myths, the interpretation of which can give people insight into how they should feel, think, and/or behave. Second, culture includes value systems. Values are formed based on how we learned to believe things ought to be or how people ought to behave, especially in terms of qualities such as honesty, integrity, and openness. Third, culture is also defined by material products such as food, clothing, and music. Thus, culture provides people with a general cognitive frame work for an understanding of the world, and for functioning in it. Culture mediates relationships among men and between men and their environment. It is the primary determinant of how a person views reality both consciously and unconsciously. Moreover it provides the context which enables human beings to communicate. For these reasons, one’s professional career can never be separated from his or her cultural habits. Cross-cultural training can put a negotiator in a beneficial position over his or her competitors. Though many companies feel reluctant to train their employees, it is absolutely essential and profitable in view of today’s increasing demand for interaction in different global scenarios. In a global environment the ability to communicate effectively can be a challenge. Even when both parties speak the same language there can still be misunderstandings due to ethic and cultural differences. Over the last decade, there have been countless examples from the business sector that demonstrate how poor communication can lead to poor organizational performance. Understanding the impact of globalization on cross-culture communication is imperative for organizations seeking to create a competitive advantage in the global market. Recent economic challenges further highlight the need for organizations to develop the internal