MANAGING CROSS-CULTURAL COMMUNICATION STRATEGIES AND BARRIERS (CASE STUDY AT NIAGAHOSTER)

• Main Author: Nanda Pratiwi, Syifa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/79616
• Institution: Institut Teknologi Bandung

In today's era of unprecedented globalization, workplace dynamics have transcended geographical and cultural boundaries, with businesses forming teams comprising individuals from diverse cultural backgrounds. This paradigm shift underscores the paramount importance of addressing cross-cultural communication challenges within international enterprises and multinational corporations. This research focuses on Niagahoster, a prominent multinational web hosting company, as a case study to explore the intricacies of cross-cultural communication and its impact on organizational performance. Established in 2004, Hostinger's subsidiary, Niagahoster, operates with over 1,000 committed professionals headquartered in Lithuania. Notably, Niagahoster's operational strategy extends beyond its geographical origins, tapping into a global talent pool that includes employees from various regions, such as Asia, Latin America, North America, Europe, and the Middle East. The company's commitment to global inclusivity emphasizes the need for a nuanced understanding of diverse cultural norms, communication styles, and expectations, particularly within remote teams. Recognizing the imperative of effective cross-cultural communication, this study aims to comprehensively understand the dynamics within Niagahoster and their influence on organizational performance. The research objectives include identifying primary cross-cultural communication barriers, examining their impact on daily operations and the work environment, and proposing effective strategies, including training and leadership support, to address these barriers and promote intercultural collaboration. Employing a qualitative research design, this study utilizes interviews as a crucial method for gathering data on the experiences and perceptions of Niagahoster's employees. Preliminary findings highlight the organization's challenge: the need for a systemic training framework and leadership encouragement to bridge cultural gaps effectively. While individual employees may proactively strive to enhance their cross-cultural communication skills, comprehensive organizational support is indispensable for resolving this multifaceted issue. Exploration into the primary cross-cultural communication barriers at Niagahoster reveals linguistic disparities and cultural nuances as significant challenges impacting daily operations and the work environment. These barriers, including language proficiency gaps and differing communication styles, necessitate strategic interventions for fostering enhanced collaboration. The study concludes by proposing effective strategies to mitigate cross-cultural challenges and improve conflict management and resolution processes. Additionally, it suggests a longitudinal study to assess the sustained impact of implemented initiatives on cross-cultural communication and organizational dynamics, offering valuable insights for future research in this evolving field. The findings of this research contribute not only to the specific context of Niagahoster but also to the broader understanding of cross-cultural communication in the globalized workplace.