The influence of culture on cross-border communication strategies and negotiation in the Irish fast-fashion industry

Biju, Rohit Krishna (2025) The influence of culture on cross-border communication strategies and negotiation in the Irish fast-fashion industry. Masters thesis, Dublin, National College of Ireland.

Preview

PDF (Master of Science) Download (2MB) | Preview

Abstract

This research analyses the effect of culture on cross-border communication approaches and negotiation of the Irish fast-fashion business. Employee views, experiences, issues, and approaches in working with overseas business associates were investigated through this research. The research onion model has been used for designing research methodology. In this study, quantitative data have been acquired by conducting an online survey. Data was gathered through a survey of 107 respondents with cross-border business experiences via a structured questionnaire. The survey significantly involves both current and ex-staff of fast-fashion chains in Ireland who had direct experience of cross-border communication and negotiation to ensure relevant and context-appropriate findings. Results indicated that differences in cultures, particularly non-verbal communication, hierarchy, and negotiating style, often generated misunderstandings. Adaptable employees and those deriving benefit from organisational cultural awareness training appeared predominant, but issues related to differences in ethical perceptions and absence of teams’ cultural competence remained an issue. Approaches involving cultural awareness schemes, knowledge of locals, translation instruments, and information technologies emerged as practiced extensively on all sides, though personal contact remained dominant. Implications of the research indicate the necessity of ongoing, locally-specific and balanced approaches towards awareness of cultures. Recommendations for organisations, employees, and policy on future improvement of intercultural awareness and enhanced international business relationships ensue.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Ramirez, Rachel UNSPECIFIED
Subjects:	H Social Sciences > Economics > Business H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Business Communication H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry H Social Sciences > HC Economic History and Conditions > Globalisation
Divisions:	School of Business (- 2025) > Master of Science in International Business
Depositing User:	Ciara O'Brien
Date Deposited:	13 Dec 2025 14:40
Last Modified:	13 Dec 2025 14:40
URI:	https://norma.ncirl.ie/id/eprint/9030

Actions (login required)

View Item