"INTERNSHIP REPORTPrepared forBIT/IT INTERNSHIP IDENTIFYING AND RESOLVING THE PROBLEMS ANDCONFLICTS BETWEEN MULTI-CULTURE EMPLOYEES INADAM COUTUREA Research Project Presented in Partial Fulfillmentof the Requirements for the Bachelor Degree in Information Technology Name of Academic Supervisor: __________________________________ACKNOWLEDGEMENTFirst of all, I would like to showcase gratitude for my supervisor ________________ at AlKhawarizmi International College, for his/her guidance and valuable support during thecourse of making this internship report. It was because of his/her considerate direction andbacking that I could make this report. Furthermore, I would like to bestow an appreciative gratification to my fellow batch-matesfor the informative discussions and especially, to my family members who helped me withtheir motivation and encouragement. The course of making this internship report was anenjoyable as well as a memorable journey for me.ABSTRACTIdentifying and resolving the problems and conflicts between multi-culture employeesin Adam Couture.Challenges and communicational issues arise between multicultural employees and to assessas to why and what is the reason behind these challenges there was a detailed analysis thatwas conducted on Adams Couture to find out the real reason behind the challenges andissues. By taking into account Griffith’s model in association with implying it on AdamsCouture, the report showcases that geographical distance is not the reason as to whymulticultural issues come up but the endurance and trust in the relationships; also thehistorical issues have more effect on it. Globalization is ever-expanding and technology augmentation adds to prompt and clearcommunication prospects. The research examines that what are the exact areas of corporatecommunication which are the main reason to create challenges and issues amongstmulticultural employees. The secondary sources are taken from the previous journals andacademic sources; Griffith’s model of communication effectiveness is applied. Primarysources are based on the interviews been constructed on Adams Couture. Conclusions arebased as per the findings and on the belief that the behavioral patterns of people areconstantly changing and are not certain, so is the culture and communication as well. PHASE 1(INTRODUCTION)1. Organization DescriptionGlobalization has triggered the practice of outsourcing and it has perhaps, helped in creatingseveral multinational companies(Rothlauf, 2015). The technology has augmented on analarming rate and people from diverse backgrounds and cultures can easily communicate withone another regularly. The base of each and every global business is engulfed with a majorissue which is never entirely solved and that is, lack of integration of activities across marketsand accomplishing economies of sale because of challenges in communicating withmulticultural employees(Shi-xu, 2015). A similar issue is being faced by an organization“Adam Couture” which comprises of fifty employees wherein thirty are in the Abu Dhabibranch and twenty are in the Beirut branch.Adam Couture design costumes, dresses and various other fashion-relate things like hiringmodels and photographers, they outsource it. The company is involved in doing fashionshows as well. The employees working in the organization are from India, Pakistan,Bangladesh, China, Lebanon, Philippines, Syria and Yemen. Mission: Adam Couture’s mission is to offer unique and exceptional fashion shows for thefashion enthusiasts and create a difference for the people working in the fashion industry tolearn from us and get inspired by our sense of style. Working with different communities andmulti-culture people, we endeavor to make this difference bigger with each passing day.Vision: Adam Couture’s vision is to build a better future for fashion – one that is sustainable,different and exquisite. CEO (Student Position)Manager Manager Manager ManagerSales / Production Legal / Marketing Finance / Accounting R&DAssistant Sales Assistant Manager – Finance ControllerAssistantManager MarketingManager – R & D Assistant Production Corporate Attorney Administration Quality ControlManager Manager AssistantSupervisors Supervisors Supervisors SupervisorsHelpers Helpers Helpers Helpers 1.1 Investigation and Problem / Project Definition The problem that is faced by Adam’s Couture is that there are several communication issuesand conflicts amongst the multi-culture employees that is creating differences and affectingthe organization as well. Multi-cultural communication issues are increasing globally andthey will carry on in the international market because of globalization that has heightenedaround the world. This has become a major problem in the organization and it apparently is ahighly relevant area of investigation for the company. The problem with the organization isthat the employees are facing immense difficulties to communicate with one another becauseof different cultures and backgrounds(Ting-Toomey, 2012). So as to survive and exist in thiscompetitive age, it is imperative to go ahead of communication barriers and keep it aside. 1.2 Statement of the ProblemThe problem that would be addressed in this report is the issues associated withcommunication and conflicts amongst the multicultural employees. Multicultural issues andcommunication barriers are frequently increasing in organizations and at Adam’s Couture,with multi-culture employees in the company; it has become an everyday issue which isgetting difficult to manage. Also, the business is getting affected because of employeedifferences as active communication is very important in every business without which nobusiness can flourish.1.3 Purpose/Objective of the Research StudyThe purpose and main objective of the research study is to comprehend cross-culturalcommunication; to understand the theoretical perspective of the main problem ofcommunication and conflicts amongst the multicultural employees. Identifying and resolvingthese problems by applying various models and theories, so that the business can grow andflourish prospectively.1.4 Arrangement and Approach of the Study The identification of the problem would be carried out by comprehending the occurrence ofcommunicational issues in cross-cultural communication, the main concepts of globalizationand culture with proper examination. The investigation and research has been constructed andcarried out from Adams Couture’s perspective and their internal communicational issues aswell as challenges. Increased globalization has paved way for communicational challengesand issues. However, just like said that there is a transparent pattern between globalization,culture and communication that is because of the ever-changing fashion trends. The research examines that what are the exact areas of corporate communication which arethe main reason to create challenges and issues amongst multicultural employees. Thesecondary sources are taken from the previous journals and academic sources; Griffith’smodel of communication effectiveness is applied. Primary sources are based on theinterviews been constructed on Adams Couture. Conclusions are based as per the findingsand on the belief that the behavioral patterns of people are constantly changing and are notcertain, so is the culture and communication as well. Griffith’s model is considered in thearrangement of the research. The model is practical and it intends to ignore barriers tocommunication which are a reason to hinder the performance efficiency instead of rectifyingmistakes and wasting time on correcting mistakes. The model is quite productive as the issues and challenges can be analyzed and dealt with, ina preventive manner. This preventive method necessitates the employees and the designmakers to clarify and illustrate the reason behind their design as it calculates and measuresthe dangers associated with it and offers unbiased details as well. However, the sole objectiveof the model is to resolve communication barriers by preventive measures of performanceefficiency with three aspects that are communication capabilities, interpersonal quality andcommunication environment.PHASE 22. BackgroundThe problem of communication issues amongst multicultural employees has been an ongoingprocess since a long time now(Moran, 2014). The past researches have concluded that theintragroup conflict in organizations has affected the organizations big time. There are variousprinciples that have been developed which are in correspondence with humanistic principles.Inequality and injustice builds a negative impact amongst the employees and hampers thework environment as well.CommunicationCultureGlobalizationAfter beginning this research, there was a noticeable aspect that to entirely comprehend theprocedure of multicultural communication, the conceptions of globalization and of cultureneed to be inspected and comprehended properly. There must be a proper link which must beunderstood considering both these aspects and the figure clearly illustrates that the base ofglobalization is proper communication and culture. However, there are augmented culturalissues which perhaps, are the main reason of effective communication to takeplace(McFarlin, 2014). As per previous researches, below mentioned is a proper backgroundand explanation of these aspects which clearly link with globalization and the causes ofcommunication issues as well. 2.1 Multicultural communicationThe multicultural companies like Adam Couture face this problem of multiculturalcommunication which perhaps, is the effects of globalization as well as cultural multiplicitythat have formed prospects and difficulties associated with communication. The philosophywhich prefers us over them has been prevalent and is being followed in the professionalworld, creating issues and difficulties(Cavusgil, 2014).Each and every individual coming from a different background encases unique identity butmust have that determination to achieve profitable business through efficient communication.Furthermore, communication is associated to an operational management of exchangeactivities amongst the multicultural employees, which builds stronger relationships and itupshots in enhanced performance. Unclear exchange of messages is not only something thatpuzzles others but it also impacts the results. Misunderstandings are formed and this must beavoided so as to come up with successful and profitable results. To exchange valuableknowledge, it is important that good multicultural communication skills should beimplemented. Accepting the multicultural differences, would ease the process ofcommunication. It is accurate when one talks about fashion, because herein there are fashioncycles which aren’t too long and communication exchange takes place within a lively andquickly varying atmosphere(Wild J, 2014). However, as the fashion is constantly changing,cultural differences take place which also affect the competitive nature of the company andthis augments the interest to research more on this problem and find out the solutions. 2.2 CultureTalking about culture, it is more or less like globalization which has various meanings to it.The way people believe, with their customs, principles, mannerisms all define the culture ofthe people. When one considers the term nationality, it is perhaps the bifurcation between usand them, which seeks for shared identity(Samovar, 2015). Considering this research, culture is nationally applied from an organizational standpoint ofAdams Couture. However, here culture can be segmented in national, industry and businessculture. Harmony, consistency, strength and passion to learn along with transparency inleaders appropriately sum up organizational culture. With globalization augmenting at a fastpace, the definition of culture is regularly changing and communicating with differentcultures means to communicate with assorted expectations, thought process, values, beliefsand principles(Rinderle, 2013).2.3 Globalization This is a phenomenon which is augmenting at a fast pace and has managed to create its placein farthest places around the world. It has multiple definitions. Globalization is thedevelopment of commercial activities around the world that comprises of global trade,st finance and investment as well. We deal with these things in the daily life and the 21 century is constantly creating prospects and at the same time, problems for the people. Globalizationforms a revelation of culture like the internet for that matter and at the same timecomplexities of adapting to frequently transforming environments as well(Nickerson, 2014).Globalization has paved way for fashion that is constantly changing which also creates issuesin communicating with multicultural employees internally, in the organization.PHASE 33. Research Methodology Fashion surely is a culture by its own self and it is vastly global, which states that fashionindustry doesn’t only deal with the global cultural dissimilarities but it also needs to considerthe business culture as well as the fashion multicultural differences. Also, the fashion cultureat Adams Couture which has its offices at Abu Dhabi and Beirut are perhaps, drasticallychanging with each passing day. It isn’t called as the Paris of the Middle East for no reasonbecause the fashion culture is commendable. However, there is divergence in the opinions ofmulticultural employees and especially in a drastically changing industry where fashion ischanging with each passing day(Ang S, 2015). However, there has to be an increasedemphasis that must be laid on the managers to control their employees and educate them as itcan severely impact the organizational performance. 3.1 Methodology of ResearchThe fashion industry has become global which requires an effective and productivecommunication between the employees so as to achieve good organizationalperformance(Spencer-Oatey, 2014). There are numerous principles and theories that proposesolution as to how the organization and its managers can implement methods so as toimprove the communication efficiency. Model for Multicultural Communication Effectiveness Griffith’s point of view in here claims that the international business environmentnecessitates professional experience as well as understanding of cultural assortment.However, there is more emphasis that is laid on the multicultural employees instead ofbusiness partners as proper employee communication is essentially important. Herein it ismore appropriate to consider Griffith’s model which considers the markets and industriesgetting global day by day and proposes an emphasis on effective communication(Stickrath,2013).The model is practical and it intends to ignore barriers to communication which are a reasonto hinder the performance efficiency instead of rectifying mistakes and wasting time oncorrecting mistakes. The model is quite productive as the issues and challenges can beanalyzed and dealt with, in a preventive manner. This preventive method necessitates the employees and the design makers to clarify and illustrate the reason behind their design as itcalculates and measures the dangers associated with it and offers unbiased details as well.However, the sole objective of the model is to resolve communication barriers by preventivemeasures of performance efficiency with three aspects that are communication capabilities,interpersonal quality and communication environment(Roy, 2016). Communication Capabilities:The significance of active and proper communication is essential and communicationcapabilities are the skills that the people have which enables them to take part in transparentand meaningful communication with multicultural people. Employees who are usuallypopular and rated high in their organizations have better communication capabilities. Griffithlays significance on three main things which are cognitive communication competence,behavioral communication competence and affective communication competence(Baldwin,2013).Cognitive Communication Competence This kind of communicational ability speaks of an individual’s capability to establishmeaning from gestures and verbal language as well. Also, the capability of the individual toconvey and to decipher meaning and also, the ability to become accustomed to diversepatterns of communication comes under cognitive communication competence. Also thepsychology and thought process of an individual plays an important role as it impacts thecapability of the individual to decode and to decipher meanings out of the communicativemessage.Behavioral Communication Competence This kind of communicational ability relates with the manner in which an individual respondswhile communicating with diverse cultured people, in what way is the individual’s behaviordeciphered and the way in which the individual deciphers the behavior(Chen, 2015). Thereare times when things done with a good intention are deciphered as bad and are deciphered asthe bad deeds. Constructing associations globally between buyers and sellers takes thisbehavioral competence into consideration. However, behavioral competence is somethingthat can be implemented while constructing good relations with multicultural employees aswell as while building global links.Affective Communication CompetenceThis kind of communicational ability associates with an individual’s expressive and emotivetendencies. The extent to which an individual can tolerate, patience level, also the level ofempathy counts and comes under affective communication competence. To ignorecommunicational challenges, it is advisable that the individual must encase affectivecommunication competence by staying aware of his/her sentiments and emotions as well asof others(Schneider, 2016). Empathy is something that is very important which assists incomprehending as well as sharing the feelings of each other so as to build a robustcommunicational relationship amongst multicultural employees and clients. Communication Environment When a communication environment is familiar and it is comfortable, individuals find it easyto communicate and share their thoughts as well as discuss. While it is obvious that all thenational and organizational principles as well as beliefs are not the same, communication aswell as culture conventions are required to build a known and comfortable communicationenvironment.Communication InterfaceThe fashion industry has crossed borders and it has become globally renowned and the majorchallenge just like said, is the multicultural communicational difference between employeesand internally, which is faced by Adams Couture. However, it is important to have the skill todecode and to encode messages that are well understood by individuals with different culturalbackgrounds.Cultural InterfaceMulticultural management is essential for the organizations where there are multiculturalemployees. There must be a positive approach which must be followed whenevercommunicating with multicultural individuals because they have different cultural values. Relational QualityFor any relationship to grow and enhance, the robustness and the strength of the relationshipis witnessed and taken into consideration. Before achieving performance efficiency, it isimportant to consider the robustness of the relationship. Therefore, relational quality is accomplished by the capability to lessen the apparent improbability, which also signified thehigh reliability of the company. Belief and ObligationBelief is to believe on the person with whom the communication is being done and obligationis the responsibility and determination to sustain the relationship with the person. To havefaith and confidence in someone would result in believing the person and with thedetermination to sustain the relationship(Guerrero, 2013). By boosting belief as well asobligation, it would result in an enhanced and productive organization that is successful. Performance EfficiencyThis is an essential aspect for any organization. It relates to the level to which the currentperformance associates and compares with the targeted performance. To comprehend and toachieve productivity for the firm, communication is an essential aspect. As described abovein accordance with Griffith’s model, the three things which are communication capabilities,relational quality and communication environment are essential to achieve performanceefficiency. Working in the setting with multicultural employees, each member should haveempathy and must comprehend the background of one another to have a transparent andproductive communicational pattern(Covin, 2014). By achieving effective communication,Adams Couture would enhance and achieve success. 3.1.1 Research Question1. What are the particular areas of business communication that createcommunicational challenges and issues in Adam’s Couture when they operatecross culturally? 2. How can the specific communicational challenges be resolved to enhance theorganizational performance in the fashion industry? 3.1.2 Development of Methodology While constructing the report, it aims at coming to a practical resolution for communicationchallenges and scenarios at Adam’s Couture fashion industry as well as comprehending theissues the employees are facing because of their multicultural backgrounds. As the intentionof the report is to comprehend the issues faced by the employees practically and not on atheoretical level, the research centers its attention on ADAM’S COUTURE and thechallenges it is facing internally, with the employees. The report is researched and has tried to be useful for Adam’s Couture as well as on anoverall basis for global fashion industry that deals with multicultural employees on a dailybasis. There is always a drawback that the respondents of the research can share biased standpoints.Herein, method of pilot interview is taken into consideration which would eventually upliftand lessen the issue of biased opinion and augment reliability during the interview session. Pilot Interview invites the interview for an open ended discussion of the research based topic.It is carried out to give a better understanding of the topic and to bring up the issue relatedchallenges naturally(Corbin, 2014). After which a semi-structured interview method wouldbe implemented based on the pilot interview results. Now, this kind of interview basically isthe neutral point of the structured interview which apprehends that it appropriately discoursesthe research investigation unlike an unstructured interview.However, to get to the root cause of the communication issues between multiculturalemployees in Adams Couture, an in depth qualitative analysis had been carried out. Beingaware of the difficulty and intricacy to analyze each and every issue and situation in eachcountry was a bit difficult which is why the research has been limited to the investigationfrom a perspective of India, Pakistan, Bangladesh, China, Lebanon, Philippines, Syria andYemen PHASE 44. Analysis and Design4.1 Selection of study designThe fashion culture at Adams Couture which has its offices at Abu Dhabi and Beirut areperhaps, drastically changing with each passing day. It isn’t called as the Paris of the MiddleEast for no reason because the fashion culture is commendable. However, there is divergencein the opinions of multicultural employees and especially in a drastically changing industrywhere fashion is changing with each passing day. However, there has to be an increasedemphasis that must be laid on the managers to control their employees and educate them as itcan severely impact the organizational performance. While considering and choosing the methodology, it has been significantly kept in mind thatthe details and specifics are in line with the aim and objectives of the research so that it actsas a tool. However, taking this research into account it is essential to remember that theobjective and purpose of this research is to comprehend specific questions that in whichmanner does the culture affect communication and drives ridges between multiculturalemployees and in what way can it be resolved.However, the report isn’t just limited to one or two employees but it is applicable formulticultural employees in Adams Couture both offices as well as can be considered forvarious other companies with multicultural employees. The selected study design is of thewithdrawal in social constructivist ontology and perhaps, trying to explore the environmentaland the behavioral arrangements by taking qualitative methods into account. This researchwould lay more consideration on improving the way people perceive culture as well asstimulating such reductionist standpoints in the analysis. This approach is used in the research methodology because there was an assumption whichwas made in the aforementioned research of culture not being static and it meant that cultureis continuously changing. Many more researches have stated that culture is not fixed or consistent but it is fragmented, uncertain and frequently fluctuating. This is what makes aqualitative study to be quite evident to imply instead of quantitative approach. There is anendeavor to disregard and to overlook the reductionist approach and to streamline acomposite and active phenomenon.Every individual researcher has a different set of principles and ideologies and a differentstandpoint towards a subject. Cumulative research method is taken into consideration whereinthe past research is used so as to encompass and lengthen an existing one. Various theoriesand models coming from diverse sources are encased into one to comprehend theirimportance. As per these methodologies and analysis, the design and the collection of data isdone by means of a qualitative approach, by the help of primary and secondary sources. 4.2 Collection of dataThere are various secondary sources that are encasing realistic data which has been collectedby various other researchers for similar researches. This comprises of academic literature aswell as the journal articles. Furthermore, the data that has been collected from AdamsCouture is taken into account to back up the analysis and design. It comprises of data that isof help for the respective research like the documents on organizational culture, incomestatements to name a few(Rowley, 2012). The primary source is interview-related as the research is not quantitative, it is qualitative andit considers the analysis as to what is the communication challenges which come up betweenmulticultural employees and what is the reason for these issues to take place, in the firstplace. Interviews make way for intrinsic and deep analysis of the topic and to get to the rootcause of something, it is best to choose interview related research as it can also assist inresolving the problem and laying the stratagem for the issue. A drawback of the method isthat at times the interview gets biased because the researcher only asks what he/she feels iscorrect and encases such questions which as per his/her understanding fit in the interviewquestions list. So to resolve this biased issue and the drawback, it came as an essential pointto consider the authenticity and dependency of the research while collecting the data. There isalways a drawback that the respondents of the research can share biased standpoints. Herein,method of pilot interview is taken into consideration which would eventually uplift and lessenthe issue of biased opinion and augment reliability during the interview session.Pilot Interview invites the interview for an open ended discussion of the research based topic.It is carried out to give a better understanding of the topic and to bring up the issue relatedchallenges naturally. After which a semi-structured interview method would be implementedbased on the pilot interview results. Now, this kind of interview basically is the neutral pointof the structured interview which apprehends that it appropriately discourses the researchinvestigation unlike an unstructured interview. This semi-structured interview is implementedand is taken in a written form via e-mail with the respondents. So that the respondents canevaluate the mentioned questions, examine them and then provide a clear result for the same. However, the purpose of this analysis and design is perhaps to inspect the issue inmulticultural employees and narrow down the issues and provide a solution in AdamsCouture for the same. The Interviewing process in qualitative research(Seidman, 2013):General Research questionsSpecific Research questionsInterview topicsFramed interview questionsReview and revise interview questionsPilot interviewRecognize challengesRevise questions Finalize4.3 Selection of DataTo research and devise a solution for the communication issues and challenges faced amongstmulticultural employees in Adams Couture, the selected organization is Adams Couture tofind out the real reason and resolution of the issues in cross cultural communication in thefashion industry(Ritchie, 2013). The primary data, if collected by many more organizations would have been better on aninformative purpose but the time consideration for completing the research was one limitationwhich laid the foundation to choose Adams Couture and proceed with an in-depth analysisfor the same. However, to get to the root cause of the communication issues between multiculturalemployees in Adams Couture, an in depth qualitative analysis had been carried out. Beingaware of the difficulty and intricacy to analyze each and every issue and situation in eachcountry was a bit difficult which is why the research has been limited to the investigationfrom a perspective of India, Pakistan, Bangladesh, China, Lebanon, Philippines, Syria andYemen. Since Adams Couture is situated in the Middle East, there is middle-eastern culturethat is majorly prevalent, succeeding to with an examination would be carried out toinvestigate which culture do the employees perceive and how do they deal with differentsituations and what are their behaviors like. Also, while the data was being collected, it perhaps was an opportunity to meet multiculturalemployees in Adams Couture, who are continually facing communication issues andchallenges. We have also considered many journals and other academic findings related tothis research that broaden and make our realistic findings better. 4.4 Analysis of the DataSo as to add realistic and authentic impartiality to the research, analysis of the qualitative datais applied to the existing multicultural communication models, which endeavor towards anenhancement of practices from organizational perspective as well as internally frommanagerial perspective(Taylor, 2015). The main motive was to segment the interviewquestions and to center the attention on the data collection based on the models so as to reach a reliability level. Also to not get subjective, we took initiative to use models that were usedin renowned journals as this would increase the reliability and dependability of the researchby making it certain that the models and the theories which have been taken intoconsideration are cross-checked and evaluated by renowned authors and also, an individualanalysis of the overall report. The aim of the research is targeted to discover the particular areas of business communicationthat create communicational challenges and issues in Adam’s Couture when they operatecross culturally. And the means through which the specific communicational challenges beresolved to enhance the organizational performance in the fashion industry. Thecategorization and segmentation has been implemented and is done based on David Griffith’smodel of communication effectiveness. Griffith’s past research has been reliable and he hasdone a lot of research on cross-cultural communication. However, the research findings arebased on an all-inclusive research and not on just one thing. The volume of the employees isjust 50 yet there are many multicultural communicational issues that have been faced inAdams couture.4.5 Geographical distance analysisThe employees in Adams Couture hail from different countries and backgrounds and thelonger the geographic distance of the countries, the more issues are evident. Even historicdifferences can create issues and challenges between different cultures as well. However, theissues that were faced in Adams Couture are also historic and the absence of a propercommunication pattern.4.6 Communication and CultureCulture of an individual and the way that culture has taught the individual to perceive theworld and communicate with the people, also plays a major role and builds a cordial as wellas a common environment(Carbaugh, 2013). Adams Couture as it holds fashion shows andthere is wide exposure, this has become quite evident that they need to be communicationaland expressive so as to grow the business and build clients so as to prosper.PHASE 55. ImplementationThe investigation and research has been constructed and carried out from Adams Couture’sperspective and their internal communicational issues as well as challenges. Increasedglobalization has paved way for communicational challenges and issues. However, just likesaid that there is a transparent pattern between globalization, culture and communication thatis because of the ever-changing fashion trends.Adams Couture is renowned in designing dresses and various other fashion related things aswell as it hires models, does photography and outsources it as well as conducts many fashionshows. With 50 multicultural employees, it is a successful and growing organization and hasleveled its brand positioning on a positive manner but because of the internalcommunicational issues, there are some issues which the company is facing internally. Thecompany abides by the thought of quality over quantity even in the size of its employees andthey would grow with proper internal as well as external communication.It has come across as that the culture of the organization must be mediated so as to lessen thecommunicational issues(Harper, 2015). A stronger organizational culture must be there andhumbleness as well as respect towards different cultures to avoid challenges and issues.Communication CapabilitiesOne issue which came across was while the interview session was being conducted at AdamsCouture that showcased culture and communication are majorly interrelated. Like Griffithexplained under communication capabilities that the skills and ability of each individual inthe organization is essentially important(Dainton, 2014). Thus, whether it is a small or a largeorganization, communicational capabilities are very important. Implemented interviewbrought many things into consideration that organizational culture is also an important aspectthat drives these challenges away or near. Communication Environment Adams Couture tries hard to build a stronger corporate culture in the organization so that thenational culture does not overpower the environment. Whenever the organization interactsinternally, they must interact in an organizational and professional manner. These are the things which were witnessed while implementing the interview questions and personallywithout any bias, investigating the issues amongst the multicultural employees. Relational QualityInterview questions were formed in such a manner that they showcase the strength ofrelationships of the multicultural employees and investigate as well as carry out an in-depthanalysis so as to reach the root cause of the problem. The implementation was done on thebasis of Griffith’s model; the questions were based as per these three main aspects. Anemphasis was laid on finding out whether there is professionalism and belief in relationshipsor not, and what drives communicational challenges in Adams Couture. Individual Competences and International ExperienceIt has been mentioned a lot that globalization is a major reason due to which cross-culturalcommunication ascends but similarly, there is another major thing that how to bring into linethe individuals and manage scenarios during the global augmentation and growth. Importanceof cross-cultural communication has become a very important and perhaps, an essentialaspect nowadays(Heath, 2013). But as per Griffith’s model, performance effectiveness can beachieved only when there is clear communication and the communicational messages aretransparently comprehended and delivered across one person to another. There were segments under Griffith’s model that stated there must be communicationalcompetencies and after interview with employees, it came into being that multiculturalemployees must have communicational skills, only then there wouldn’t be suchcommunicational issues and challenges. The understanding of how to communicate andcomprehend verbal as well as non-verbal messages is important. Performance effectiveness isdifficult to accomplish but it isn’t impossible. Globalization is a never-ending phenomenonand so are the fashion trends.PHASE 66. Conclusion and Future Work6.1 Research QuestionsFirstly, reverting to the research questions: 1. What are the particular areas of business communication that createcommunicational challenges and issues in Adam’s Couture when they operate crossculturally? It has been said in the report that multicultural communication challenges arise amongstemployees. To identify the challenges the model for cross-cultural communicationeffectiveness was applied. After which, it was analyzed that the main issue is that thesemodels are very static in being and in their nature. However, the society and the environmentare constantly changing which is where the problem seeps in. Historic reasons are one of thereasons as to why the communicational challenges come up. Furthermore, geographicdistance, unclear message delivery is some of the reasons that the communicationalchallenges occur. 2. How can the specific communicational challenges be resolved to enhance theorganizational performance in the fashion industry? There were models and theories that were applied in the research to find out the resolution forthis and the empirical findings are that these challenges can be improved when emphasis islaid on professionalism and organizational culture. When the employees focus on the cultureof their organization and communicate and not think about the historic difference orbackground when they communicate, is what can resolve the issue broadly. 6.2 Contributions A contribution of the research related to this topic is a finding about the geographical distancewhich is an issue that builds challenges in multicultural communication. But the researchfound out that geographic distance is a very minor issue and it cannot be considered as amajor challenge to create communicational issues(Cox). The factors because of whichcommunicational issues take place are the historic reasons, environment, competence, trust toname a few.6.3 LimitationsThere wasn’t much time so the research hasn’t gone to a broader level and it has captured tworesearch questions with some points encasing an in-depth analysis of the same. The researchrevolves around globalization, culture and communication and the issues related to it. 6.4 Recommendation for future researchThe research has delivered an understanding and in-depth analysis associated withmulticultural communication within the fashion industry in Adams Couture. But this researchcan further get evaluated and carried out. Recommendation for future studies in multiculturalcommunication is suggested because globalization is ever-evolving and it is not static. 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