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wever, with the use of the intercultural communication within the corporation we can reduce the conflicts (Neuliep, 2007). Inter-culture communication is a very vast field and lots of author have worked on both the culture and the communication. The theories on communication developed by the researchers have been used in the areas of business, management, Marketing, advertising, and website design.

 

Intercultural communication plays an important role in the communication process. Inter-culture communication is often described as different issues that come to forefront when people from different cultures come together at the workplace. The effective communication process depends upon the attitude and the understanding of the people and how they cope up with those cultural issues.

 

Reasons for choosing Hofstede's Five Cultural Dimensions research:

The term culture has always been difficult to define not because it is a complex topic but because different authors have come up with more than three hundred definitions of culture and there are more than dozens of dimension of cultures addressed by the authors. Of all the prominent researchers in this area, Hofstede's work is still recognised as the best of others. Stohl (2001) recognised the work of the Hofstede as the most influential scholarly work in the area of the literature. The definition of the culture provided by the Hofstede i.e., “the collective programming of the mind, which distinguishes the member of one human group from another.” This clearly focuses on the differences in the cultures. The model provided by the Trompenaars is the variation of the work of the Hofstede and more or less talks about the same areas. The work of Edward Hall categorized culture in the high and low context, which can be related to uncertainty dimension of Hofstede. Although the work of Hofstede is adopted from the Hall theory of low and high context but the Hofstede work is more comprehensive and also it can be applied to analyse the impact of culture on the communication. In addition, the five dimensions of Hofstede consist of the same issue that arise in the organizations and those issues impacts the communication in the diversely culture organization. After reviewing all the cultural models and analysing the cultural dimensions and the concepts for the work related inter-cultural communication within the organization, this paper will be based upon the Hofstede's five cultural dimensions model. The study of intercultural communication within organisations has been done but the prominence given is less within the high street fashion stores where there is increased number of cultural issues affecting communication. Hence, a literature gap has been found which would be explored in the research.

 

 Research Questions (s)

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