Sample Research Paper on Exploration of Barriers to Effective business Communication in Saudi Arabia

Acknowledgement
I want to express my sincere thanks to my supervisor, who provided me with his guidance
and assistance during the completion of my research project. His valuable guidance and
directions have proven as a guiding path towards the accomplishment of my research work
successfully. I also wants to thank my parents, friends, and family for their kind support and
encouragement throughout my research study. In addition to this, I wish to thanks the
participants/respondents, who helped me in collecting data for the research.

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Abstract
This research study is mainly based on examining the barriers to effective business
communication in Saudi Arabia. The main aim of this research is to explore the major barriers to
business communication and their impact on effective business communication in Saudi Arabian
organisations while dealing with international businesses and the International businesses while
operating the Saudi Arabia. The research study provides measures to overcome such barriers
that will lead to the growth and expansion of the western companies that are established in the
Kingdom of Saudi Arabia. For such purpose, the data collection under this research study has
been done through the combination of primary and secondary data collection methods. A survey
questionnaire was conducted with the managers of different international business organisations
in Saudi Arabia as the primary data collection method and various books, academic publications,
scholarly articles, journals were referred to gather data as secondary data collection method.
From the analysis of the data findings and their discussion, it has been evaluated that an effective
business communication is essential for effective communication in Saudi Arabian organisations,
which also helps in controlling and directing the people and organisational workforce. On the
basis of data discussion, it has been concluded that an effective communication plays a key role
in the success of the business organisations. At the end of the research study, some useful
recommendations are proposed for overcoming the hurdles in the way of communication and
increasing the efficiency in business dealings, which can be done in a successful manner.

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Table of Contents
Chapter 1: Introduction 5
1.1 Introduction 5
1.2 Research Background 5
1.3 Research Problem 9
1.4 Research Aim and Objectives 10
1.5 Research Question 11
1.6 Organisation of the Research 12
Chapter 2: Literature Review 14
2.1 Introduction 14
2.2 Need and Requirement for Effective Communication in Business Organisations 14
2.3 Overview of the Business Culture in the KSA 18
2.4 Barriers that Hinder Business Communication and their Impact on the Effective Business
Communication in Saudi Companies while dealing with Foreign Companies 20
2.5 Ways and methods that can be helpful for Enhancing International Business
Communication Practices in Saudi Business Organisations 26
2.6 Gap in the Existing Literature and the Conceptual Framework 28
Chapter 3: Research Methodology 30
3.1 Introduction 30
3.2 Research Paradigm 32
3.3 Research Approach 33
3.4 Research Method 34
3.5 Research Design 35
3.6 Data Collection and Access to Data 37
3.7 Sample Size and Sampling Technique 38
3.8 Data analysis 39
3.9 Ethical considerations 40
Chapter 4: Findings, Analysis and Discussion 42
4.1 Data Collection 42
4.1.1 Introduction 42
4.1.2 General Questions 42
4.1.3. Specific Question 45
Chapter 5: Conclusion and Recommendations 61
5.1 Conclusion 61
5.2 Recommendations 64
References 68
Appendix 1: Survey Questionnaire 73

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Chapter 1: Introduction
1.1 Introduction
As business organisations are globalising and increasing their participation in
international business the gap in understanding of the international cultures and corporate
practices tend to generate pertinent barriers to effective business communication (Traux, 2008).
Such businesses organisations that operate in an international market works like any other social
system where the human resources are responsible for executing the primary business functions
and responsibilities, which makes effective communication as the key to facilitating operational
efficiency and fulfilment of the research objectives. Business organisations in the international
business environment require effective communication at various levels and with a
comprehensive range of entities such as culturally diverse employees, customers, suppliers and
the host government (Liu, Volcic and Gallois, 2014).
Within such environment communication plays a fundamental role in the exchange of
information or ideas, negotiating, decision making, motivating and leading. The factors such as
cultural understanding, organisational operations and internal culture, language and application
of technology play a crucial role in effective business communication. Inadequate understanding
of the role of these factors transforms them into pertinent barriers that influence effective
business communication in organisations operating in the international business environment
(Turner and Reinsch, 2007). In this respect, this research seeks to study and determine the
communication challenges in the context of Saudi Arabian organisations.
1.2 Research Background
The examination of the literature has emphasised on two distinct paradigms regarding

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business communication (Louhiala-Salminen and Kankaanranta, 2009). In this regard, the first
paradigm asserts that business communication is a phenomenon that prevails in the interpersonal
discourse and interaction in organisations. According to this paradigm, organisations are the
main focal point for the process or phenomenon of communication. This view leads the
organisations to emphasise on communication as a function like sales or marketing functions.
However, this paradigm is criticised for being too narrow and presented a restricted view of
communication. Therefore, in contrast to this, the second paradigm views the organisation as an
entity created by the means of communication with the help of which it operates (Louhiala-
Salminen and Kankaanranta, 2009).
In this regard, the analysis of the organisational discourse refers to explaining and
describing the fundamental basis of the existence of organisations. The literature has emphasised
that as the principles of management, sociology, economics and psychology are capable of
explaining organisational processes; communication can also be considered as a distinct means
of explaining or understanding the existence of an organisation. Communication is thus
emphasised as a creative force that triggers processes and phenomenon in organisations. This
paradigm thus argues that an organisation is not merely a focal point for the process of
communication, but it is the origin, outcome as well as the manifestation of the entire
communication impulse (Louhiala-Salminen and Kankaanranta, 2009).
As business communication is explained as the process of sharing information with the
organisational stakeholders, which plays a highly significant role in controlling and managing
the human resource of the organisational towards the accomplishment of organisational goals. In
addition to, serve as a fundamental basis of decision making, negotiation and collaboration for

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business growth, communication also plays a key role in motivating, leading and managing the
workforce (Guffey and Loewy, 2015). Therefore, it is critical to the internal, as well as, external
growth and success of the organisation. In this regard, although the phenomenon of globalisation
has narrowed geographical boundaries, it has led to the emergence of cultural diversity as a key
challenge to international business communication, which is one of the major factors for
ineffective business communication in organisations (Martin and Chaney, 2012). 1.3 Research
Problem
Achieving effective communication has emerged as a pertinent challenge within the
pursuit of globalisation because of the diversity of human perceptions, cultures, corporate
practices and legal and social environments. The international economic downturn has created a
significantly negative impact on the business environments of the Gulf countries. This negative
influence is primarily caused because of some pertinent barriers associated with cross-cultural
communication along with the factors such as competition, documentation, payments and
government regulations (Chadee, Roxas and Rogmans, 2014). The cross-cultural barriers cause
serious issues related to the interpretation of business and interpersonal communication, which
has a direct bearing on the decision making and management in the organisations. Such barriers
to effective business communication directly influence the growth and expansion of the Saudi
Arabian organisations in the international market (Dadfar et al., 2003).
According to the report by the Economist (2012), effective cross-border communication
and collaborations are critical to improving the performance and financial success of the
companies aspiring for international growth. The literature has emphasised that ineffective
communication in the international business environment is one of the major obstructions to the

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international transactions, which eventually leads to the financial and productivity losses for the
organisations. It has also been examined that the differences in cultural traditions, workplace
culture and latest information technology are major causes of the misunderstanding and
miscommunications which serve as greatest obstacles in productive international collaborations
(Economist, 2012). This research thus seeks to examine the types and communication barriers
and their impact on effective business communication in Saudi Arabian companies that have
expanded in the western countries, as well as, the western companies that are established in the
Kingdom of Saudi Arabia. The study explores the main factors that cause such barriers to
effective communication, their impact on business performance and the ways in which these
organisations can overcome such barriers and trigger international growth and expansion.
1.4 Research Aim and Objectives
The main aim of this research is to explore the major barriers to business communication
and their impact on effective business communication in Saudi Arabian organisations while
dealing with international businesses and the International businesses while operating the Saudi
Arabia. This aim seeks to understand the various factors that serve as hurdles in business
communication, their impact on effective business communication and explore more appropriate
and pertinent ways in which such organisations can overcome barriers to international business
communication. To fulfil this aim, some objectives have been developed. These are:
 To explore the requirement of effective communication in business organisation to
develop a detailed understanding about the significance and purpose of effective
communication in an organisation
 To investigate the factors that communication barriers in Saudi Arabian organisation that

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have operations in western countries and the international organisations that operate in
Saudi Arabia. The objective will help in exploring the major challenges and barriers of
communication among these organisations
 To analyse the impact of communication barriers on the performance of Saudi Arabian
organisation that have operations in western countries and the international organisations
that operate in Saudi Arabia
 To explore the ways in which the examined organisations can overcome barriers
associated with international business communication so that suitable recommendations
can be provided to the examined organisations with the help of the research findings
1.5 Research Question
The research question has been developed to direct the focus of the study. The research
question is, “What are the major barriers to communication in Saudi Arabian companies and
how does these barriers hamper the effective business communication in the companies of Saudi
Arabia that operate in foreign countries and companies of foreign origin that operate in Saudi
Arabia?”
1.6 Organisation of the Research
To conduct an effective and knowledgeable research, it is essential to establish an
appropriate structure to facilitate a systematic flow of the information. The systematic orientation
of the research allows the researcher to direct the flow of the information in the research in an
organised manner that assists in addressing the research objectives in the most efficient manner.
For this purpose, the entire research work has been classified into five main chapters. The
composition of the content of each chapter has been discussed below:

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Chapter 1: Introduction – This is the first chapter of the dissertation and has presented an
introduction to the subject of the research with the purpose of familiarising the readers with the
subject and context of research. This chapter also includes the aim and objectives of the research
along with the central research question. In addition to that, the research problem is also
elaborated in this chapter.
Chapter 2: Literature Review- The second chapter of the dissertation seeks to gather and compile
in-depth information on the types of barriers to business communication encountered by Saudi
Arabian organisations and the ways in which they can be addressed to enhance growth in the
international market. For this purpose, the theoretical and conceptual data has been gathered
from various relevant secondary data collection sources such as books, journals, academic
publications and scholarly articles. The aim of this chapter is to highlight the gap in the
prevailing literature and develop a robust and well-researched theoretical and conceptual
foundation for the research.
Chapter 3: Research Methodology- This chapter has explained the research methods, tools and
techniques that have helped inefficient data collection, examination and analysis to address the
research objectives successfully. The description of the research methods has been described and
explained along with the main underlying logic and assumption behind their application in the
research. The key focus of this chapter has been the 5Ws that stands for who, what, why, where
and when for the collection and analysis of the research data. This chapter serves as a framework
that guides and directs the scope of the research to facilitate addressing the research objectives
successfully.
Chapter 4: Data Analysis and Discussion- This chapter presents the data findings gathered with

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the help of survey conducted with the managers of Saudi Arabia business organisations. The
overall findings have been presented and discussed with the help of graphical and descriptive
analysis methods. The chapter also includes a discussion of the analysed findings in the light of
the data gathered from the secondary sources in the form of literature review.
Chapter 5: Conclusion and Recommendations- This is the last chapter of the chapter and
presents the conclusion for the overall research on the basis of the interpretation of the findings
and the inference drawn from the discussion of the research findings. For this purpose, the
chapter addresses each objective defined in the introduction chapter with the help of the research
findings. In addition to that, some pertinent and useful recommendations have also been
presented in this chapter to guide the Saudi business organisations to overcome barriers to
international business communication.

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Chapter 2: Literature Review
2.1 Introduction
The section of the literature review holds critical importance in the research lifecycle as it
critically evaluates the scholarly journals written by eminent authors pertaining to the
phenomenon under consideration (Ridley, 2012). In this essence, the views and perceptions of
the authors are discussed in the light of the established research aims and objectives so as to
develop a theoretical framework for the research with the help of the existing literature. The
literature has also assessed the phenomenon under consideration with the help of the well-
defined theories and model so as to develop a better understating of the research purpose (Ridley,
2012).
In the context of the present research study, the literature has focussed on exploring the
existing information on the concept of business communication and the key challenges faced by
the Saudi companies in effectively complying with the standard practices of business
communications. The research-centric data included in this chapter has also highlighted the
impact and such barriers and the way they restrict the sustainable growth of Saudi organisations.
2.2 Need and Requirement for Effective Communication in Business Organisations
Guffey and Loewy (2015) defined business communication as the process of information
sharing among the organisational stakeholders directed towards ensuring financial benefit to the
organisation and interaction within the organisational hierarchies. This phenomenon helps in
controlling and directing the people towards the achievement of the set goals and objectives
(Guffey and Loewy, 2015). The practice of providing feedback is, therefore, considered to be an
integral part of business communication wherein the expectation and output can be made well-

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aligned. This helps in identifying and highlighting the loopholes in the business processes so that
relevant improvements can be made. In this essence, the need for business communication has
been established against the prevalence of misunderstandings, dissatisfaction and confusion
among the organisational employees and employers, thereby obstructing the sustainable growth
of the business (Pakbaz et al., 2014; Abdin, 2008; Jenifer and Raman, 2015). This practice can
be carried out either in the verbal form or through non-verbal messages to ensure that the
intended message is relayed among the internal and external stakeholders of the company
(Guffey and Loewy, 2015).
Along with employee satisfaction and motivation, Conrad and Newbeery (2011)
perceived that the competency of business communication among employees help in exploiting
their potential to the maximum, thereby enhancing their performance. Business communication
entails various communication skills, such as mentoring and conflict resolution, which facilitate
the establishment of such an organisational environment that is conducive and favourable for the
employees and employers (Conrad and Newbeery, 2011). Apart from these skills, the authors
have also highlighted the importance of optimism, persuasion and motivation, as the critical
aspects of the leadership skills, which help in ensuring effective communication in organisations.
In order to ensure that the interpersonal relationship within the organisations and other associated
stakeholders are cordial, harmonious and favourable, the presence of active speaking and
listening, as well as relation and trust building, has regarded to be the prerequisite requirement
(Conrad and Newbeery, 2011; UK Trade and Investments, 2013). These communication skills
enable the organisational stakeholders to be well-connected and align their personal goals with
that of the organisation.

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According to the viewpoint of Fielding (2006), there are three major organisational
functions that require the establishment of effective communication strategies. In this context,
the most critical function is helping the employees and employers in the process of the
generation of new ideas, as well as the adaptation to the organisational changes (Fielding, 2006).
Along with this, the function of generating the best quality products and services require
seamless communication among the involved stakeholders involving the process of appreciation,
feedback and improvements. Lastly, in order to ensure the achievement of organisational
objectives, employees and employers cannot work in isolation due to the requirement of a
collaborative work environment (Fielding, 2006). This further leads to the interaction among
these stakeholders so as to put in combined efforts and capitalise on the expertise of all the
involved organisational resources. Therefore, this leads to the requirement of an effective
Martin and Chaney (2012) have highlighted another critical requirement for business
communication in terms of narrowing the geographical boundaries for interaction with external
stakeholders of the company. This basically involves the interaction with other foreign
companies for carrying out business operations due to various factors, such as expansion or
diversification. Such interaction involves cultural and linguistic differences, which make the
medium of business communication highly precise and significant (Martin and Chaney, 2012). In
such international business practices, emotion and reason are the two aspects that define the
course of the business communication. The business culture and values change drastically across
national boundaries, which make the presence of appropriate business communication necessary
in order to establish a two-way interaction platform. Globalisation has resulted in an undeniable
need for narrowing the geographical boundaries for expanding business operations and including

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the element of diversity in the workforce (Martin and Chaney, 2012). This need for business
communication, thus, crops up when interacting with people in the business environment, who
belong to a different background and culture.
In line with the need for international business presence for organisations, Schmidt et al.
(2007) have discussed the interdependent and integrated global economy, which has declined the
barriers to technological advancements and cross-border trade. In the lieu of this international
expansion, organisations are seeking to the creation of such communication strategies that can
support the achievement of their overall objectives and strategies. This has also led to the
requirement of effective communication strategies so as to communicate with the foreign
stakeholders belonging to varied cultural and language backgrounds (Schmidt et al., 2007).
Therefore, a common platform for business communication is necessary to establish dialogue
transfer between the stakeholders belonging and dwelling in different countries.
Rentz, Flatley and Lentz (2011) have discussed a communication model for explaining
the role of effective communication in the contemporary business environment. The model has
described the use of basic sensory organs, such as tongue, skin, nose, ears and eyes to be the
basic aspects of communication, which can be either verbal or non-verbal. According to this
theory, the communication process is undertaken in five stages that include the sending and
responding to a particular message (Rentz, Flatley and Lentz, 2011). The first two stages are
concerned with the detection of the useful information from the message received from the
person.
In a similar manner, the third stage defines and filters the gained message with the help of
which a meaning can be formed with respect to the message. The last two stages are related to

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forming and sending an appropriate response to the message so that a chain of interaction can be
developed (Rentz, Flatley and Lentz, 2011). Business communication, in this essence, can be
defined as a complex procedure involving the generation and exchange of ideas, the medium of
interaction, encoding and decoding the message and finally providing a feedback for the message
(Rentz, Flatley and Lentz, 2011; Baric, Jelovac and Fain, 2013). The same message can be
perceived differently by different people depending on their pick-up power. Therefore, this
theory emphasises the presence of knowledge, intelligence, experiences and emotions to be
critical components in ensuring effective business communication.
2.3 Overview of the Business Culture in the KSA
The Kingdom of Saudi Arabia, the largest country of the Arabian Peninsula, has an oil-
dominated economy and is taking rigorous steps to diversify its economic structure so as to make
a global presence and be well-aligned with the practices of globalisation. As stated by Dlabay
and Scott (2005), the culture of Saudi Arabia is dialogue-oriented and multi active with adequate
compliance with the Islamic principles. In line with the Islamic culture, Arabic is spoken as the
national business language for communication, which is a hyperbolic language wherein the
culture prefers to overly praise and comment on the merits of others in the work environment
(Dlabay and Scott, 2005; Albougami, 2015). The business culture in the KSA poses numerous
challenges for women, which restricts their participation in the labour market. This is due to the
prevalence of orthodox and conservative cultural norms in the country wherein the practice of
gender segregation is extensively practiced.
In the perception of O'Kane (2013), the existence of cordial personal relationships holds
significant importance for ensuring successful business in the Kingdom of Saudi Arabia. Along

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with this, respecting and knowing the basic Islamic principles also serves as a favourable
foundation in order to earn the trust of both, employees and employers (O'Kane, 2013; Rentz,
Flatley and Lentz, 2011). However, due to the presence of gender segregation, the norms that are
applicable for men might not be applicable for women. This has also been supported by the
thoughts of Stenslie (2012), who has stated that Saudi men are reluctant to conduct a meeting in
the presence of a women or Saudi women, when attending a business meeting, should be
accompanied by a male member, which is not applicable to the Saudi men (Stenslie, 2012;
Grasso, Golen and Burns, 2005). Along with this, the business etiquette for clothing also varies
for men and women in Saudi Arabia wherein women have to face more stringent rules and
policies.
Wang (2008) has discussed that, with respect to practices of business communication
prevalent in the Kingdom of Saudi Arabia, an indirect form of communication is preferred and
adopted. However, the Saudi business culture tends to ensure the considerable presence of
interpersonal communication within the business practices with the exchange of pleasantries,
before discussing business. Business and familial hierarchy holds significant importance in the
business communication practices in Saudi Arabia, which outlines the importance of deferring to
the most senior personnel and using the titles while communicating with the colleagues (Wang,
2008). This has been further elaborated by Peng (2010), who stated that Saudi managers are
generally loud as compared to business people from other countries, such as the UK, wherein the
western culture prevails, which is regarded to be more subdued (Peng, 2010). Therefore, while
carrying out business relations on international basis, it is important to be aware of the basic
understanding regarding the cultural and linguistic background of the foreign country so as to

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avoid any misunderstanding.
Peng (2010) has also discussed on the business communication styles adopted in the
organisational culture prevalent in the Kingdom of Saudi Arabia by stating that the Saudi
business are upfront and believe in providing honest feedback. This is regarded to be one of the
most advantageous characteristics of the Saudi business culture so as to avoid any manipulation
in interacting with other colleagues, subordinates and seniors (Peng, 2010). In this essence, the
practice of appreciation is explicitly undertaken, which is accepted and reciprocated graciously.
In addition to this, criticism and negative feedback is communicated in an implied so that the
established business relations do not get tainted. This is regarded to be a crucial business practice
with the help of which the employees are motivated, satisfied and driven to perform better for the
achievement of personal and organisational goals (Peng, 2010).
In the perception of Hans and Hans (2014), the maintenance of an adequate coordination
within the various functional processes undertaken in the business organisations operating in
Saudi Arabia can be ensured with the help of effective practices of business communication. This
requires the basic knowledge and understanding of the foreign languages with the knowledge of
the English language being mandatory. Along with this, business communication in the country
is also promoted with gaining cross-cultural understanding in the context of carrying out cross-
border trade activities with foreign companies (Almutairi, 2015). These factors are considered to
be critical in enriching and nurturing the business relations that prevails between the Saudi
business organisations and the foreign companies.
2.4 Barriers that Hinder Business Communication and their Impact on the Effective
Business Communication in Saudi Companies while dealing with Foreign Companies

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2.4.1 Conservative and Stringent Policies
According to the perception of Rosenhauer (2008), the business environment in the
Kingdom of Saudi Arabia is formed with the elements of cultural and religious values. The
Islamic culture norms that prevail in all the sectors of the country are responsible for affecting
the processes and aspects of decision-making process, business communication and the
management style (Rosenhauer, 2008). Due to the presence of stringent policies and business
values in Saudi Arabia, the foreign companies that carry out trade activities with Saudi
organisations, should be well aware of the Saudi culture, which has a great influence on the non-
verbal and verbal communication undertaken in the business culture of the country (Rosenhauer,
2008). The enrichment and development of cordial employee-employer relationship is also
promoted by effective practices of business communication, which also affect the international
trade. However, due to the presence of such conservative and stringent policies, there are various
barriers to international business communication practices in the KSA.
2.4.2 Cultural and Linguistic Barriers
This has also been supported by Albougami (2015), who has enumerated the numerous
barriers that lead to hindering the establishment of effective business communication within the
business culture of Saudi organisations. In this essence, it has been stated that the prevalence of
cultural and linguistic barriers is responsible for restricting the growth of Saudi business
organisation overseas due to ineffective business communication. The presence of gender
segregation, as a critical aspect of the Saudi culture, is regarded to be the major barrier to
business communication in the country. In accordance with the culture of the country, it is
mandatory for the Saudi women to wear a veil for covering their faces, which hinders the
establishment of verbal communication in the absence of expression visibility and limited eye

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contact. This is further worsened by the cultural norms of the country that restrict the interaction
of women, whether verbal or non-verbal, in the workplace setting. This creates a communication
gap within the organisation, thereby making the coordination of the various functions and
operations a difficult task.
The presence of such barriers has been further elaborated by Soundaraj (2007) wherein it
has been discussed that communication hurdles can restrict the organisational interaction due to
the presence of various factors. These factors include generation gap, gender segregation,
religious norms, employee personality, lack of adequate styles of communication, dependency on
tradition communication methods, cultural differences and language problems (Soundaraj, 2007).
These barriers demand the adoption of suitable techniques and strategies so as to prevent any
barrier to business communication, irrespective of the culture and language of the stakeholders
involved.
According to Ali (2009), the cultural barriers in the KSA stem from the misunderstanding
among the international managers regarding the cultural values and norms that shape the
communication meaning and style of Arabians, as well as aligning it with their communication
style. The most critical aspect that could lead to misunderstanding in business communication is
the language. The Kingdom of Saudi Arabia has a high-context culture and the Saudi business
people overlap their business and personal affairs, which add complication to practices of
business communication (Ali, 2009). In addition to this, the presence of certain perceptions and
stereotypes that are held by the Saudi managers and their international business counterparts
leads to stringent business communication policies. In this essence, while undertaking
international business, the British or American managers might perceive the Saudi managers to

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be rich and less business-minded whereas they, in turn, might be perceived as unfriendly and
arrogant (Ali, 2009). The prevalence of such perceptions leads to the creation of psychological
barriers, thereby hindering the international business dealings.
2.4.3 Organisational Barriers
In line with the cultural barriers, Raddawi (2014) has shed light on the organisational
barriers that exist in the business culture in Saudi Arabia, thereby restricting effective business
communication for cross-cultural trade activities. In this essence, the bargaining power held by
the organisation, and perceived status of the communicators, are regarded to be the most
significant organisational barriers (Raddawi, 2014). The status and title of the communicator is
given high consideration in Saudi Arabia wherein the person’s authority in the process of
negotiation and communication is considered to be significant. Saudi managers prefer to deal
with top-level executives and senior employees and if this is not ensured they tend to give less
attention to the counterparts.
Along with this, Jandt (2015) has stated that the organisational barrier with respect to the
bargaining power is associated with the foreign company. If the foreign company is capable of
providing such a product or service, which the Saudi businesses need, the business
communication is carried out on the terms laid down by the foreign company and, therefore, they
dictate the course of action. However, of the Saudi companies are provided with various
alternatives in the market and have a high bargaining power, their stance in the process of
negotiation is emboldened accordingly (Jandt, 2015). This leads to defining the terms of the
business communication in the favour of the Saudi companies.
2.4.4 Personal Barriers

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In the perception of Ali (2009), the presence of personal barriers also restricts the
practices of effective business communication between the Saudi and foreign companies. The
business culture prevalent in the West is regarding to be intriguing for the Saudi managers due to
which they prefer to conduct international trade with foreign companies. However, this leads to a
more positive business communication with the Western counterparts as compared to other
regions, such as East Asia (Ali, 2009). They also prefer to be identified with the business culture
and actions of the Western countries, which leads to a better reception of the Saudi businesses
towards the foreign companies operating in the Western countries (Ali, 2009). This has however
restricted their scope and reach of international business communication in terms of their
preference and suitability.
2.4.5 Technological Barriers
Ramady (2010) has explored another critical barrier, referring to the technological
advancement, which has obstructed the business communication of Saudi organisations with
other foreign companies. With the revolution brought in the technological world, with the help of
the internet, organisations are facing the need to be equipped with the latest technological tools
and techniques to compete in the ever dynamic globalised era. In this essence, Saudi Arabia has
found to be lagging behind in the incorporation of the required technological tools so as to
developed business relations with countries operating overseas (Ramady, 2010). With the help of
the technology, the geographical boundaries are shrinking, making the practices of business
communication easy and seamless.
Due to the absence of adequate technological tools in the business function in Saudi
Arabia, the Saudi managers are not well aware of the procedure to implement and use the

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required technology for carrying out international business communication (Ramady, 2010). In
this essence, the business personnel in Saudi Arabia also lack the required training in using the
technology for business communication, involving online business meeting, which has become
the need of the hour. Saudi managers are still adopting the traditional communication method,
preferring face-to-face meeting over the adoption of digital platforms, which leads to additional
efforts in terms time and money due to travelling (Ramady, 2010). This hinders the international
business communication practices in Saudi Arabia due to the lack of appropriate digital
communication networks and platforms.
2.4.6 Barriers related to Non-Verbal Communication
In the perception of Dlabay and Scott (2005), another barrier that has restricted the
business communication of Saudi companies with foreign organisations is the aspects of non-
verbal communication and behaviour associated with the Arabian culture. Due to the
conservative and orthodox culture prevalent in the country, the non-verbal communication and
behaviour carried out by Saudi managers vastly differs from the non-verbal message exchange in
other countries. The most significant aspects of this barrier have been observed in terms of
haptics, which refers to the sense of touch and dress code, which defines the attire of the business
people (Dlabay and Scott, 2005). The gestures used by the Saudi managers are different from
that used by American and Britons, which might lead to the occurrence of miscommunication or
misunderstanding (Dlabay and Scott, 2005). For instance, the left hand is considered to be
unclean as per the norms of Saudi Arabia, which is not the case in the Western culture.
In a similar manner, Wang (2011) perceived that the dress code followed in the business
culture of Saudi Arabia is highly conservative as compared to other cultures, particularly that of

24
the western countries. This can be regarded as a barrier in the non-verbal communication in the
context of international trade activities. Particularly for the Saudi women, the dress code includes
numerous stringent specifications, which differs from the dress code followed in other cultures
(Wang, 2011). This can lead to misunderstandings, such as the Saudi managers can consider the
business attire of American or European businesswomen to be flagrantly immoral.
2.5 Ways and methods that can be helpful for Enhancing International Business
Communication Practices in Saudi Business Organisations
Rasmussen, Mylonas and Beck (2012) have emphasised the establishment of rigorous
training within Saudi organisations so as to make the employees aware of the international
culture with which business relations can be developed. Such training should include the sessions
for providing the organisational employees the basic understanding of the culture of the foreign
company so that they are prepared for the communication and interaction (Rasmussen, Mylonas
and Beck, 2012; Martin and Chaney, 2006). The change in the cultural values also require
adequate change management approaches so that the employees can adapt to the difference in the
business values, which is vast in the case of Saudi Arabia and other Western countries. The
training does not include changing the cultural norms of the country, including the compliance
with the Islamic principles, but making sure that the employees are well aware of the ways to
seamlessly interact with their counterparts in foreign companies with whom communication will
be carried out. This will also be beneficial for the development of a diverse work culture in Saudi
companies, thereby providing them a competitive advantage (Rasmussen, Mylonas and Beck,
2012).
In the context of intercultural business communication, Rosenhauer (2008) has elaborated

25
the Communication Accommodation Theory under which the assessment of the verbal and non-
verbal interaction among the individuals, who are culturally diverse, is undertaken so as to
understand the difference in the personal and cultural characteristics associated with the person.
The theory discussed the impact of collectivism and individualism, as significant cultural
dimensions, on the process of accommodation in the context of cross-cultural communication
(Rosenhauer, 2008; Information Resources Management Association, 2016). The adoption of
such theories can prove to be successful for Saudi companies while undertaking cross-cultural
trading activities.
In the perception of Conrad and Newberry (2011), the incorporation of the latest and
useful technological tools holds significant importance for establishing effective business
communication practices, particularly in cross-cultural trade activities. In this essence, Saudi
Arabia should redesign its technological structure in business organisations so as to undertake
business communication on the various digital platforms (Conrad and Newberry, 2011). There is
a need in Saudi business culture to shed the implementation of traditional business
communication strategies and align its technological use with the other business cultures (Conrad
and Newberry, 2011; Guffey and Almonte, 2009). This would help the Saudi business culture in
the creation of an environment facilitating the combination of voice networks, internet protocol
and data for simplifying the practices of international business communication.
Anderson and Brown (2010) stated that for promoting effective and seamless business
communication practices, decentralising the organisational hierarchy is necessary. In this
essence, the Saudi organisations should adopt the decentralisation procedure so as to avoid the
preference of communication with only the senior employees (Anderson and Brown, 2010). This

26
also helps in brining uniformity within the business communication practices that are prevalent
in the Saudi culture and the culture of the foreign companies. For instance, the rigidness of not
communicating with the female counterparts might not be well received with the other cultures
wherein the foreign companies are operating, with specificity to the Western countries.
Therefore, the adoption of a decentralised structure and including flexibility with the hierarchical
structure of the foreign companies will help the Saudi organisations in establishing cordial
business relations. This will also help in brining significant improvement within the internal
organisational communication of Saudi companies with the inclusion of two-way interaction
irrespective of the designation and profile of employees (Anderson and Brown, 2010).
2.6 Gap in the Existing Literature and the Conceptual Framework
The examination of the literature has helped in determining the gap in the existing
literature on factors creating barriers to business communication. In this respect, with the help of
the examination of the literature, it has been identified that although there has been considerable
research regarding the factors creating to barriers to business communication and the various
sub-factors that foster the generation of such factors (Ali, 2009; Ramady, 2010). However, no
significant research has been conducted in the past to study the impact of such factors on
effective business communication. In addition to that there is an absence of research on the
impact of these factors on effective business communication in domestic, as well as,
internationally situated Saudi Arabian organisations, which further highlights a pertinent gap in
the existing literature (Rosenhauer, 2008; Raddawi, 2014; Jandt, 2015). Therefore, there is a
need for additional and in-depth research on the impact of barriers to communication on effective
business communication in Saudi Arabian organisations.

27
On the basis of the examined literature a conceptual framework has been developed with
the help of the themes identified from the literature. The conceptual framework in this research
involves a systematic examination and evaluation of the key themes of the related to barriers to
business communication and their impact on effective business communication in Saudi Arabian
business organisations. In this respect, the main theme of the conceptual framework is barriers to
business communication in Saudi Arabian organisation while the sub-theme is impact of barriers
to communication on effective business communication.

Barriers to Business Communication in Saudi Arabian Organisations

Gaps in Business Communication
Misunderstanding Mistrust Fear Misinterpretation

of information

Lack of access
to correct
knowledge

Restricted
interaction
among
employees
and
employers

Impact of Factors creating Barriers to Business Communication on
Effective Business Communication in Saudi Arabian Organisations

Barriers to Non-
Verbal
communication

Technological
Barriers

Personal
Barriers

Organisational
Barriers

Cultural and
Linguistic
Barriers

Conservative
and Stringent
Policies

28

Conceptual Framework

Chapter 3: Research Methodology
3.1 Introduction
Research is an organised and systematic endeavour to conduct an empirical enquiry to
gain new knowledge or address a research problem. It can be undertaken for synthesising
prevailing knowledge, examine and analyse the major socio-economic issues, investigate the
contemporary problems and help in generating a suitable solution for the identified research
problem (Piepenburg, 2011). Research methodology is a crucial part of a research study because
it presents the main research tools, techniques and methods applied to conduct the research along
with the fundamental underlying logic for incorporating them in the research. Research can be
classified into main categories like experimental research, exploratory research, creative
research, action research, descriptive research and historical research (Kuada, 2000).
The examination of the literature in the previous chapter has revealed that the advent of
globalisation and liberalisation has led to the development of multinational and transnational
business organisations across the globe; however, it has simultaneously led to the emergence of
cross-cultural communication as a significant barrier to the growth of such businesses. Further,
extensive research has been conducted to explore the ways in which ineffective communication
serves as a barrier for international businesses; there is a dearth of significant study about the
communication barriers that influence the international businesses in Saudi Arabia. This has
created a considerable gap in the existing research. In this context, the following research
methodology chapter seeks to present the key research methods and approaches that have helped
in the data collection and analysis to examine the various types of challenges and barriers to
effective communication in the companies in Saudi Arabia. To answer this research question, the

29
systematic phases of conducting research given in the Saunders Onion Model, postulated by
Saunders, has been followed to carry out this research in a scientific and logical manner (Supino
and Borer, 2012). The Saunders Model with its primary research phases is illustrated below. The
application of the Saunders Onion Model has served as the Methodological framework and
helped in providing the key guidelines for the selection of the research methods to be used in this
research. The application of this model has helped in developing an effective and logical
framework in the form of research paradigm, design, approach, data collection and analysis and
sampling. Such framework has facilitated the management of the flow of information and
addressing the research question successfully (Supino and Borer, 2012).

Figure 1: Saunders’ Onion Model

(Source:

https://www.theseus.fi/bitstream/handle/10024/33200/Roman_Demidenko.pdf?sequence=1 .)

30

3.2 Research Paradigm
A research paradigm is a highly crucial part of the research methodology and helps in
providing a wider perspective to undertake the study in a successful manner by incorporating a
comprehensive set of views, perceptions, beliefs and practices that guide the overall research. It
is a matrix of interrelated practices and beliefs that help in defining the nature of enquiry
associated with the research (Krauss, 2005). It is a systematic framework of academic and
scientific ideas and assumptions about the nature and conduct of the research for generating
knowledge, which is commonly shared among a community of researchers. Research paradigm
thus indicates the structure of enquiry and methodological choices used for conducting the
research and allow a researcher to develop a suitable research design that is effectively aligned
with beliefs of the researcher regarding the nature of reality. There are three most commonly
used paradigms in research namely, positivism and interpretivism (Levers, 2013).
The positivist paradigm assumes human behaviour to be controlled and passive. It makes
use of empirical means of experimentation and investigation to examine and present facts. It is
scientific in nature and is characterised by testing the hypothesis developed with the help of
existing theories based on observation of social realities. It quantifies the gathered data,
establishes a relationship between them and involves statistical and mathematical analysis
(Krauss, 2005). Interpretivist paradigm assumes the world to be socially constructed and
subjective. The interpretive researchers believe the reality to be based on the subjective
experiences of the people and the external world and the conclusions are derived from a detailed
examination of the phenomenon. It makes use of the methodologies that rely on the subjective
relationship between the researcher and the subject, like the participant observation and

31

interviews (Pat, 2006).
This research has applied positivist research paradigm because the data in this research
has been gathered with the help of objective research methods, the analysis has been undertaken
with the help of mathematical operations and the analysis of the prevailing theories on
communication has been undertaken to make additions to them (Krauss, 2005). This paradigm
was helpful in developing an objective and analytical study and undertaking analysis of the
gathered data in a manner that the pertinent and logical results are derived. The application of
this paradigm also helped in enhancing the validity and reliability of the study and assisted in the
development of a theory that can be generalised (Levers, 2013).
3.3 Research Approach
Research approach gives a suitable direction to the study and helps in deriving logical
conclusions. It helps in studying, evaluating and drawing logical and appropriate conclusions that
help in addressing the research questions in a successful manner. There are two main types of
approaches that are applied in the research, namely, deductive and inductive research approach.
The inductive research approach is also called as reasoning approach and helps in developing a
generalised view by examining the available knowledge (Jonker and Pennink, 2010). It is based
on interpretive approach and its key stages involve observation of the available data and the
patterns of changes in the data and the development of the hypothesis and theory. It is primarily
used by the researchers who seek flexibility in the research and apply a comprehensive range of
theories to provide a fundamental basis for data (Crowther and Lancaster 2012).
Deductive approach is based on the positivist methodology, which facilitates the
researcher in developing assumptions that are essential to conducting research successfully by

32
facilitating suitable data collection and analysis (Hair et al., 2012). The deductive approach
involves various stages such as developing theory, generating assumptions by the examined
theory and collecting and analysing data for the available research problem. This approach
involves the flow of information from general to specific, because of which, it is also termed as a
top-down approach (Jonker and Pennink, 2010).
This study has applied deductive approach because this research moves from general
(examination of the types of communication barriers for business organisations) to specific
(examination of the types of communication barriers for business organisations in Saudi Arabia).
Further, this approach helped in developing a hypothesis based on the prevailing communication
theories, as well as, designing a research strategy to check hypothesis. This approach also
allowed in providing a fundamental basis of reasoning to the research and thus helped in
enhancing the credibility of the study. In addition to that, as this research is aimed at making
additions to the prevailing theories than creating a new theory, the application of deductive
approach has served to be beneficial for this research (Hair et al., 2012).
3.4 Research Method
There are two main kinds of research methods, qualitative and quantitative research
methods. The qualitative research method allows gaining a detailed insight into the research
problem with the help of detailed theoretical examination. It helps in generating ideas and
developing the hypothesis for further study (Tracy, 2012; Miller and Yang, 2007). The main
purpose of this research method is to explore the perceptions of the scholars regarding the
contemporary social issues. It is conducted by analysing unstructured data gathered from primary
or secondary sources, which might include interviews, internet-based sources and the available

33
literature (Wetcher-Hendricks, 2011). On the other hand, qualitative research method considers
varied facts and phenomenon by evaluating the responses gathered through primary data in a
scientific manner by the application of statistical or mathematical tools. The different responses
and opinions gathered from the primary data collection sources are quantified and analysed
objectively, which helps in preserving the credibility of the study. The qualitative research
method is considered to be more structured and efficient in exploring pertinent findings from the
gathered data (Tracy, 2012).
This research involves the application of qualitative method because this is a
management research in which qualitative methods, which are more suitable for social research,
cannot be helpful in addressing the aim of this research (Wetcher-Hendricks, 2011). Further, the
types of communication barriers and the ways in which they influence the growth of the
organisations in Saudi Arabia require an objective study of the opinions of the managers of the
Saudi Arabian companies which can be undertaken more successfully only with the help of
qualitative methods.
3.5 Research Design
Research design gives an appropriate framework for the study that integrates the research
problem with appropriate methods for data collection and analysis. It helps in providing an
effective structure to the study by providing guidance about a reasonable strategy for data
collection and analysis in a logical and organised manner. Such strategy assists in aligning the
various components of the research in a rational and simplified way. There are two most
commonly used research designs, namely exploratory and descriptive research designs (Scruggs
and Mastropieri, 2006).

34
Exploratory research design helps in gaining a general view of the research problem. It is
more suitable when the researcher is unaware of the research problem and there is a need for
additional work to undertake the research. It is considered as an informal approach to research
and seeks to gather additional information about the subject of research and postulated the
hypothesis (Scruggs and Mastropieri, 2006). This research design is used to explore the general
idea about the research problem. However, it does not provide a final answer to the problem;
rather it assists in examining the depth and extent of the problem along with its crucial aspects. It
is thus suitable for gaining basic information about an unexplored problem, developing a
hypothesis, establishing research priorities and defining terms with the help of a combination of
primary and secondary data collection methods (Supino and Borer, 2012).
On the other hand, descriptive research design helps in addressing the research problems
by facilitating detailed and in-depth examination of the problem. For this purpose, it involves
identifying, studying and evaluating the given situation for the purpose of developing a suitable
theory. It makes use of secondary data, interviews, observations and case studies (Supino and
Borer, 2012). It usually involves the description of the primary characteristics of key entities
associated with the research problem like, the population census, economic indicators or crime
statistics along with their relation to the main aspects of the research problem. The main purpose
of using descriptive research design is to study the various variables and factors in the research
problem. By the examination of the patterns of individual variables that behave in a certain
fashion, it facilitates prediction and thus helps in determining the relationship between the
different variables. The descriptive research design can be further classified into the cross-
sectional and longitudinal study (Scruggs and Mastropieri, 2006).

35
This research has used exploratory research design because it is a flexible and systematic
approach that helps in gaining a proper insight in all the key aspects of the research problem with
the help of a combination of methods. This design has assisted in gaining a detailed insight into
the types of communication barriers encountered by Saudi Arabian companies. The application
of description design has not be made because it depends heavily on observational methods and
would not have allowed the application of objective data collection and analysis methods in the
research (Marczyk, DeMatteo and Festinger, 2010).
3.6 Data Collection and Access to Data
Data collection helps in gathering relevant data in respect of the research problem and
facilitates in addressing the research question with suitable and pertinent data. There are two
kinds of data collection methods, namely, primary and secondary data collection. Primary data is
collected first time specifically for the purpose of a particular research and can be with the help
of surveys, interviews, observation or experiments (Sapsford and Jupp, 2006). It helps in
gathered relevant data but involves considerable time and costs. On the other hand, secondary
data is the data that was gathered in the past for some purpose other than the current research but
is closely related to the subject of research. It is gathered from books, journals and academic
publications (Wetcher-Hendricks, 2011; Bashir, Afzal and Azeem, 2008).
This research has made use of the combination of primary and secondary data collection
methods. Such combination helped in acquiring appropriate information and developing a
rational theoretical framework to overcome organisational communication barriers in Saudi
Arabia (Sapsford and Jupp, 2006). The primary data has been gathered with the help of survey
with the managers of different international business organisations in Saudi Arabia. The survey

36
was conducted with the help of questionnaire that consisted of a combination of open and close-
ended questions. The questions were developed by the data gathered and examined in the
literature review. The respondents were chosen after receiving their consent. The questionnaire
was pilot tested on five managers initially after which three questions were revised while one
was removed. The pilot test of the survey questionnaire helped in determining the relevance of
the questions and the time that would be required to fill the questionnaire (Taylor, Kermode and
Roberts, 2006).
The revised questionnaires were mailed to the respondents on their official e-mail ids
which were obtained from their official registers of their respective organisations. A period of 15
days was given to the respondents to fill and return the questionnaires. 12 questionnaires were
not received by the due date, for which the respondents were e-mailed the request to fill and send
the questionnaires and a period of 7 days was provided after which all the questionnaires were
received. In combination of the primary data, secondary data was also used in the research where
academic publications, books, scholarly articles, business reports and management journals were
referred to collect comprehensive and most closely related theoretical and conceptual data on the
research problem. A significant number of secondary sources of data were applied in the
research to obtain pertinent information that helped in developing a strong conceptual and
theoretical foundation for the study (Vartanian, 2010).
3.7 Sample Size and Sampling Technique
Sample size refers to the total number of observations in a given data set. The method
used to determine the most appropriate sample for the research is termed as sampling technique.
There are two primary sampling techniques, namely, probability sampling and non-probability

37
sampling technique. This research has applied probability sampling method. Under the
probability sampling techniques, a sample of known population is selected and the most
commonly used probability sampling techniques are simple random sampling, stratified
sampling, cluster sampling and systematic sampling (Lim and Ting, 2013). In this research,
simple random sampling method has been used with the help of which a sample size of 100
managers from different managers of multinational companies in Saudi Arabia was identified.
The application of simple random sampling technique assisted in removing the bias from the
research by allowing the equal chance of participation to each participant, which helped in
enhancing the validity of the research. 100 was determined by the most suitable sample size
because gathering data from less than 100 managers would not be able to provide adequate data
to facilitate an effective research analysis. On the other hand, more than 100 would require more
time and endeavours in selecting more managers and led to enormous data which would have
been difficult to be compiled into logical results (Lim and Ting, 2013).
3.8 Data analysis
Data analysis is another crucial part of the research methodology because it involves the
conversion of raw data into meaningful and logical information that helps in addressing the
research question. It includes analysis and interpretation of the gathered data findings by the
application of logical, critical and analytical reasoning. The skills, technique and approach
required for evaluating qualitative data is different to that required for the analysis of qualitative
data (Jackson, 2008). The findings of the qualitative data can be distorted if the statistical
analysis is not applied correctly. It requires a scientific approach and involves two ways, namely,
the descriptive and graphical data presentation method. This research has made use of both the

38
methods, wherein the description of the qualitative data has been undertaken with the help of
descriptive analysis method (Cavusgil and Riesenberger, 2009). Under the graphical data
presentation method, the gathered information about the barriers in communication encountered
by the managers in Saudi Arabia are presented graphically with the help of the MS Office
software. The combination of the two methods for data analysis in this research has assisted in
determining the comparing the variables about communication barriers and determining the
relationship between them in the form of their impact on the performance of the organisation in
an objective and coherent manner (Blaikie, 2009).
3.9 Ethical considerations
Research ethics refers to a coherent set of principles that define the ways in which the
researcher and the research organisations while interacting with the respondents, research
participants, users, scholars and the community in general (Paul, 2010). In respect of this
research, all ethical considerations in the major areas such as informed consent, confidentiality,
voluntary participation and communication of the results have been fulfilled effectively to
preserve the credibility of the research. In this regard, the while gathering primary data,
voluntary participation of the respondents was ensured and there was no involvement of coercion
to gather data (Sterba, 2011).
The complete information regarding the research, researcher and the purpose of
conducting the research was explained to the participants. The use of written consent form was
made to ensure informed and voluntary consent. The anonymity and confidentiality of the
respondents were strictly ensured throughout the research. For this purpose, it was assured that
none of the questions in the survey questionnaire are intended to ask the respondents to disclose

39
their personal identity and all the individual opinions thus gathered were kept confidential and
used solely for the purpose of the research. Practices such as manipulation of the data and
plagiarism and academic fraud were strictly prohibited throughout the research (Paul, 2010).

40

Chapter 4: Findings, Analysis and Discussion
4.1 Data Collection
4.1.1 Introduction
This chapter displays the results obtained from 100 managers working with multinational
organisations in Saudi Arabia. The research findings depict the results of the primary data
collection approach, which was undertaken with the help of the survey questionnaire method.
There is use of statistical analysis method which mainly include frequency table, pie chart, mode
value method, and Chi-Square test method. Chi-Square test method is considered for testing
significance level of the obtained responses through the questionnaire. The findings and
responses of the participants are aligned with the research question that explores the barriers to
undertaking international trade by Saudi multinational organisations. After the analysis of the
findings, the responses have been discussed in the light of the literature of the research so as to
establish viable and reliable research results.

41

4.1.2 General Questions
Gender

Frequency Percent Valid
Percent
Cumulative
Percent
Valid Male 75 75.0 75.0 75.0
Female

25 25.0 25.0 100.0
Total 100 100.0 100.0

Figure 1: Gender

The above stated frequency table and pie supports the hypothesis that male respondents are more
than female respondents. In this response, the respondents were asked about their gender. From
the results, as shown in Figure 1, it was found that 75% of the managers working with
multinational organisations in Saudi Arabia were males and only 25% of the managers were
females.

42

Age

Frequency Percent Valid
Percent
Cumulative
Percent
Valid 30-35 years 15 15.0 15.0 15.0
35-40 years

25 25.0 25.0 40.0

40-45 years

35 35.0 35.0 75.0

45-50 years

25 25.0 25.0 100.0
Total 100 100.0 100.0

Figure 2: Age

The above stated frequency table and pie supports the hypothesis that the age group of
40-45 years respondents are more than other age groups. In this response, it is revealed that 15%
of the respondents belonged to the age bracket of 30-35 years. Along with this, it is found that
25% of the respondents are between the ages of 35 and 40 years whereas 35% of the managers
belonged to the age group of 40-45 years. Another 25% of the respondents were observed to be

43

in the age group of 45-50 years.

Organisational Department

Frequency Percent Valid
Percent
Cumulative
Percent
Valid Marketing 25 25.0 25.0 25.0
Human
Resource
Management

15 15.0 15.0 40.0

Finance

30 30.0 30.0 70.0

Operations

20 20.0 20.0 90.0

Logistics

10 10.0 10.0 100.0
Total 100 100.0 100.0
Figure 3: Organisational Department

The above stated frequency table and pie supports the hypothesis that respondents
working in management finance department are more than others. In this response, it was found
that 25% of them were in the marketing department in their organisation. Along with this, 15%

44
of the respondents were employed in the human resource management department while 30% of
the respondents were working in the finance department of their organisation.
Experience in Working with International Companies

For how many years have you been dealing with international companies?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid 2-4 years 25 25.0 25.0 25.0
5-7 years

35 35.0 35.0 60.0

8-10 years

30 30.0 30.0 90.0

More than
10 years 10 10.0 10.0 100.0
Total 100 100.0 100.0
Figure 4: Experience in working with international companies

The above frequency table and pie chart supports the hypothesis that respondents working
for 5-7 years dealing with international companies. In this response, 20% of the managers had
dealt with the international companies for 2-4 years. As shown in the figure presented below,

45
35% of the respondents stated that they have been dealing with international companies for 5-7
years while 30% of the managers had dealt with the international companies for 8-10 years. Out
of all the managers that were surveyed, 10% states that they have been dealing with the
international companies for more than 10 years.
4.1.3. Specific Question
Need for effective communication in business organisations

Frequency Percent Valid
Percent
Cumulative
Percent

Valid Controlling
and directing
people

5 5.0 5.0 5.0

Obtain
feedback
from
subordinates,
customers
and other
stakeholders

10 10.0 10.0 15.0

46

Obtain
market
information

20 20.0 20.0 35.0

Motivate,
mentor and
lead the
organisational
workforce

25 25.0 25.0 60.0

Generate
new ideas
and allow
adaptation to
organisational
changes

10 10.0 10.0 70.0

All of the
above 30 30.0 30.0 100.0
Total 100 100.0 100.0
Figure 5: Need for effective communication in business organisations

The frequency table and the pie chart supports the hypothesis that motivation, mentorship
and leadership on the organisational workforce is crucial for effective communication in the
business organisations. In this response, 20% of the managers were of the opinion that effective
communication in organisations lead to obtaining the required market information while 25% of
the managers aligned communication with motivating and mentoring the organisational
workforce.
Alignment between effective communication and enhanced organisational performance in
respect of the international business

47

Frequency Percent Valid
Percent
Cumulative
Percent
Valid Yes 69 69.0 69.0 69.0
No

31 31.0 31.0 100.0
Total 100 100.0 100.0

Figure 6

The above stated frequency table and pie chart supports the hypothesis statement that the
effective business communication plays the most important role in enhancing the performance of
organisational operations in respect of international business. In this response, 69% respondents
say yes whereas 31% say no.
Role of effective business communication in enhancing organisational performance in respect of
the international business

If yes, then how?

48

Frequency Percent Valid
Percent
Cumulative
Percent

Valid Controlling,
guiding and
directing people

5 5.0 5.0 5.0

Obtaining
feedback from
subordinates

5 5.0 5.0 10.0

Facilitating
generation of new
ideas

20 20.0 20.0 30.0

Facilitating
adaptation to
organisational
changes

10 10.0 10.0 40.0

Preventing
occurrence of
misunderstanding,
confusion and
dissatisfaction

35 35.0 35.0 75.0

Obtaining latest
information about
the international
market and
business

25 25.0 25.0 100.0
Total 100 100.0 100.0
Figure 7
The above frequency table supports the hypothesis that Role of effective business
communication in enhancing organisational performance in respect of the international business
because of preventing occurrence of misunderstanding, confusion and dissatisfaction.
Barriers encountered while communicating with international business partners

49

Frequency Percent Valid
Percent
Cumulative
Percent

Valid Personal
barriers 10 10.0 10.0 10.0
Attitudinal
barriers 10 10.0 10.0 20.0
Physical
barriers 15 15.0 15.0 35.0
Semantic or
language
barriers

30 30.0 30.0 65.0

Organizational
barriers 20 20.0 20.0 85.0
Technological
barriers 15 15.0 15.0 100.0
Total 100 100.0 100.0
Figure 8: Barriers encountered while communicating with international business partners
The above frequency table and pie chart supports the hypothesis that Semantic or
language barriers is the main kinds barrier encountered while communicating with international

50
business partners. In this response, it was revealed that for 10% of the participants, personal
barriers constituted as the key challenges while communicating with the international business
partners. Another 10% of the managers working with multinational Saudi organisations were of
the opinion that the attitudinal barriers were the main kinds of barriers that were encountered by
them while communicating with international business partners. Out of the total respondents that
were surveyed, 15% of the managers stated that physical barriers imposed challenged while
dealing with international companies while a considerable number of managers, accounting to
30%, opined that semantic or language barriers were the key challenges during international
business dealings.
The Main Cause of Personal and Attitudinal Barriers to Effective Communication
According to you, what is the main cause of personal and attitudinal barriers to

effective communication?

Frequency Percent Valid
Percent
Cumulative
Percent

Valid Field of
experience 13 13.0 13.0 13.0
Personal
bias 20 20.0 20.0 33.0
Expectations
of the
people

20 20.0 20.0 53.0

Stereotyping

22 22.0 22.0 75.0

Cultural and
religious
orientation

25 25.0 25.0 100.0
Total 100 100.0 100.0
Figure 9: The Main Cause of Personal and Attitudinal Barriers to Effective Communication
The above stated frequency table supports the hypothesis statement that cultural and
religious is the most pertinent personal and attitudinal barriers to effective communication. In
this respect, out of the 100 managers surveyed, 13% of the managers stated field of experience is
the major personal and attitudinal barrier to effective communication, 20% stated that personal

51
bias is the major barrier, 20% of the managers stated that expectations of the people, 22% of the
respondents stated that stereotyping. The remaining 25% of the respondents stated that cultural
and religious orientation is the major personal and attitudinal barrier to effective communication
The Differences in Languages and Interpretation of Non-Verbal Gestures Are a Major Barrier to
Effective Business Communication in International Business

Frequency Percent Valid
Percent
Cumulative
Percent

Valid Strongly
disagree 43 43.0 43.0 43.0
Disagree

42 42.0 42.0 85.0

Agree

8 8.0 8.0 93.0

Strongly
agree 7 7.0 7.0 100.0
Total 100 100.0 100.0

Figure 10
The above frequency table supports that hypothesis that the differences in languages and
non-verbal gestures are a major barrier to effective business communication in international
business. In this response, out of 100 managers surveyed for the research, 43% of the managers
stated that they strongly agreed that the differences in the languages and interpretation of the
non-verbal gestures are a major barrier to effective business communication in international
business. 42% of the respondents stated that of the managers stated that they agree that the
differences in the languages and interpretation of the non-verbal gestures are a major barrier to
effective business communication in international business.
The Main Causes for The Barriers to Effective Business Communication in International
Business Because of Differences in Languages and Interpretation of Non-Verbal Gestures

52

Frequency Percent Valid
Percent
Cumulative
Percent

Valid Inadequate
understanding
of the foreign
language

28 28.0 28.0 28.0

(b) Lack of
understanding
of the
international
culture

17 17.0 17.0 45.0

Incorrect
usage of the
vocabulary

19 19.0 19.0 64.0

Bad or
incorrect
translation

23 23.0 23.0 87.0

Use of
complex
English

13 13.0 13.0 100.0
Total 100 100.0 100.0
Figure 11
The above frequency table supports the hypothesis that Inadequate understanding of the
foreign language are main barriers to establish effective communication in international business.

53
In this response, the survey revealed that out of the 100 respondents, 28% of the respondents
stated that the main cause for the barriers to effective communication because of differences in
languages and interpretation of non-verbal gestures is inadequate understanding of the foreign
language. 19% of the respondents stated that the main cause for the barriers to effective business
communication is lack of understanding of the international culture and 18% of the respondents
stated that the main cause for the barriers to effective business communication is incorrect usage
of the vocabulary.
Major Features of the Saudi Arabian Culture Influence the Practice of Effective Communication
in International Business

Frequency Percent Valid
Percent
Cumulative
Percent

Valid Gender
segregation 18 18.0 18.0 18.0

54

Conservative
social outlook 28 28.0 28.0 46.0
Dominance of
Islamic
principles in
business

32 32.0 32.0 78.0

Lower
efficiency and
expertise in
the use of
English
language

12 12.0 12.0 90.0

Absence of
advanced
information
and
communication
technology

10 10.0 10.0 100.0

Total 100 100.0 100.0
Figure 12
The above stated frequency table and pie chart supports that the dominance of Islamic
principles in business of Saudi Arabian cultural influences the practice of effective
communication in international business and might also create relevant barriers to effective
communication. In this response, out of the 100 managers surveyed for this research, 18% of the
respondents stated that gender segregation is the major feature of the Saudi Arabian culture
influence the practice of effective communication and 28% of the respondents stated that
conservative social outlook is the major feature of the Saudi Arabian culture influence the
practice of effective communication. 32% of the respondents stated that dominance of Islamic
principles in business is the major feature of Saudi Arabian culture that influences the practice of
effective communication.

55

Mode Value Method
According to
you what is the
need for
effective
communication
in business
organizations?

In your
opinion, does
effective
business
communication
plays the most
important role
in enhancing
the
performance of
organizational
operations in
respect of
international
business?

According to
you, what is
the main kinds
barrier
encountered by
you while
communicating
with
international
business
partners?

N Valid 100 100 100
Missing 0 0 0
Mode 6 1 4
The mode value for need for effective communication is 6 which indicate that effective
communication needs motivation, mentorship and leadership of the organizational workforce.
The mode value of 1 indicates yes to say that effective business communication plays the most
important role in enhancing the performance of organizational operations in respect of
international business. The mode value 4 indicates that there is prevention of occurrence of
misunderstanding, confusion and dissatisfaction among the persons in the organization.
Do you think
differences in
languages and
non-verbal
gestures are a
major barrier to
effective business
communication in
international
business?

If yes, then
what are the
main causes
of it?

According to you,
what features of the
Saudi Arabian
culture influence
the practice of
effective
communication?

N Valid 100 100 100

56

Missing 0 0 0
Mode 1 1 3
The mode value of 1 indicates that the differences in languages and non-verbal gestures
are a major barrier to effective business communication in international business. The mode
value of 1 further indicates that main causes of differences in languages include Inadequate
understanding of the foreign language. The mode value 3 indicates that dominance of Islamic
principles of the Saudi Arabian culture influence the practice of effective communication in the
business.
Chi-Square Test Method
Chi-Square test is useful to test the significance of responses at 95% confidence interval.
This test is relevant on qualitative data which means there is much use of this statistical method
to find the significant difference among the considered responses of the respondents. The p-value
less than 0.05 of Chi-Square test indicate significant difference among the responses made by the
respondents. The Chi-Square test results are given in the below table.
According to
you what is the
need for
effective
communication
in business
organisations?

In your
opinion, does
effective
business
communication
plays the most
important role
in enhancing
the
performance of
organisational
operations in
respect of
international
business?

According to
you, what is
the main kinds
barrier
encountered by
you while
communicating
with
international
business
partners?

Do you think
differences in
languages and
non-verbal
gestures are a
major barrier
to effective
business
communication
in international
business?

If yes,
then
what
are
the
main
causes
of it?
According to
you, what
features of the
Saudi Arabian
culture
influence the
practice of
effective
communication?

Chi-
Square 29.000 a 14.440 b 17.000 a 49.040 d 6.600 c 18.800 c

57
Df 5 1 5 3 4 4
Asymp.
Sig. .000 .000 .004 .000 .159 .001
The p-value of the test is 0.000 which is less than 0.05 to support the hypothesis that
there is a significant impact of motivation, mentorship and leadership of the organizational
workforce on effective communication in the organization. The p-value of the test is 0.000 which
is less than 0.05 to support the hypothesis that there is a significant impact of effective business
communication to enhance the performance of organizational operations in respect of
international business. The p-value of the test is 0.004 which is less than 0.05 to support the
hypothesis that there is a significant impact effective communication to prevent occurrence of
misunderstanding, confusion and dissatisfaction among the persons in the organization.
The mode value indicates that the differences in languages and non-verbal gestures are a
major barrier to effective business communication in international business. The same view is
held by the chi-square test indicates p-value of 0.420 which is less than 0.05 to support
significance importance of this aspect. The p-value of the test is 0.159 to support that hypothesis
that there no significant impact of different languages in communicating in the organization. The
p-value of the test is 0.001 to support the hypothesis that there is dominance of Islamic principles
of the Saudi Arabian culture influence the practice of effective communication in the business.
Analysis and Discussion
Need for Effective Communication in Business Organisations
From the findings of the survey it has been examined that effective business
communication is highly essential for effective communication in Saudi Arabian organisations.
In this respect, the findings have revealed that the it is essential for controlling and directing

58
people, obtaining feedback and market information, motivating and mentoring the organisational
workforce, generating new ideas and allowing employees to adapt with the organisational
changes and thus helps in coordinating the operations and functions of the organisation towards
the accomplishment of the organisation mission and vision. In the context of these findings the
literature emphasises that as business communication is the process of information sharing
among the organisational stakeholders to ensure financial benefit to the organisation and
interaction among the levels of the management in organisation, it helps in directing and
controlling the people towards achievement of the goals (Guffey and Loewy, 2015).
As communication facilitates flow of ideas and opinions among the superiors and
subordinates it helps in highlighting and managing the misunderstandings, dissatisfaction and
confusion among the employees. This eventually allows the managers to make use of such
feedback in identifying the loopholes in the prevailing business process and overcome the
hindrances to sustainable organisational growth (Conrad and Newbeery, 2011). Communication
also serves as the most suitable means with the help of which the managers can guide, direct and
lead the employees and thus motivate them to deliver successfully towards organisational goals
(Martin and Chaney, 2012). This indicates that the findings of the survey are in alignment of the
findings of the literature and reveals that the effective communication plays a key role in the
success of business organisations.
Further, a large majority of the managers surveyed for the research also stated that
effective business communication plays the most significant role in enhancing the performance
of organisational operations in respect of international business. In this respect, the literature also
states that the as business communication performs the critical function of assisting the

59
employees and employers in generation of new ideas, adapting organisational changes,
facilitating coordination with diverse cultures and management of conflicts, it serves as a highly
significant tool to help the organisation in enhancing its performance in respect of international
business ((Fielding, 2006; Martin and Chaney, 2012).
Effect of The Communication Barriers On the Business Relationship in A Saudi Arabian
Organisation
The findings of the survey revealed that the managers of the Saudi Arabian organisations
encounter different kinds of barriers while communicating with international business partners.
These barriers to effective communication include personal barriers, attitudinal barriers, physical
barriers semantic or language barriers, organisational barriers and technological barriers. It has
also been examined from the findings that semantic and language barriers are the most pertinent
factors that hinder effective business communication in International businesses. The literature
supports these findings by emphasising that the adherence to core Islamic language, cultural
practices and principles in business play a key role in influencing the communication practices
while dealing with international businesses (Rosenhauer, 2008). This also highlights the need for
the international businesses to be aware of the Saudi Arabian culture and language to undertake
effective business communication.
From the findings of the survey it has also been analysed that majority of the surveyed
mangers believe that the differences in languages and interpretation of the non-verbal gestures is
the major barrier to effective business communication while dealing with international business.
In this respect, it has also been evaluated form the survey findings that the major causes for such
barriers related to language and interpretation of the non-verbal gestures between foreign and

60
Saudi Arabian businesses while communicating arise because of various factors related to the
culture and business practices in Saudi Arabia. These factors have been examined to be the
inadequate understanding of foreign language, incorrect usage of the vocabulary, bad or wrong
translation, lack of understanding of the international culture and use of complex English.
In support of these findings the literature emphasises that the foreign businesses must be
well aware of the religion, culture and organisational practices followed by the business
organisations in Saudi Arabia to gain a better understanding of the verbal and non-verbal
communication practices followed in Saudi Arabia (Albougami, 2015). From the findings of the
survey it was also analysed that the main cause of personal and attitudinal barriers to effective
communication are personal bias stereotyping, expectations of the people and cultural and
religious orientation. In this respect the literature states that the pre-determined perceptions
among the managers in Saudi Arabia about the excessively liberal culture and business practices
of foreign companies create pertinent barriers among the Saudi Arabian managers while
communicating with international business partners (Rosenhauer, 2008).
Impact of Communication Barriers On the Performance of Saudi Arabian Organisations
Operating in Western Countries and International Organisations Operating in Saudi Arabia
The findings of the survey revealed that understanding of the cultural practices followed
in Saudi Arabia along with the integration of the religious principles and social customs in
business activities can serve to be highly effective in improving business communication
between international and Saudi Arabian business organisations. In this respect, the literature
asserts that clear and precise understanding of the cultural and linguistic differences among the
foreign and Saudi Arabian companies can serve to be helpful in overcoming the relevant barriers

61
to effective international business communication (Martin and Chaney, 2012). In addition to that,
it has also been analysed from the research findings that effective business communication
incorrect understanding of the language, non-verbal gestures, social culture, religious practices
and business culture leads to the generation of misunderstandings in business communication
because of which the business and trade activities might be influenced. The literature supports
these findings by highlighting that the prevalence of prejudices regarding the conservative
business mind-set of the Saudi Arabian managers creates psychological barriers in cross-border
communication (Soundaraj, 2007).
From the examined form the research findings that factors such as generation gap,
religious orientation in business activities, and the absence of incorporation of advanced
techniques for communication, gender segregation, and excessive conservative outlook are some
pertinent factors related to Saudi Arabian culture that restricts the free flow of communication
between the local and foreign companies. In this respect, the literature highlights that the barriers
related to the culture of Saudi Arabia demand adoption of suitable techniques and methods to
minimise stereotypes and conservative perceptions to facilitate smooth and effective cross-border
communication (Jandt, 2015). From the findings, it can be interpreted that cultural and linguistic
barriers are responsible for restricting the growth of Saudi businesses in overseas because of
ineffective business communication.
Ways in Which Saudi Organisations Can Overcome Barriers Associated with International
Business Communication
The findings of the survey have highlighted some pertinent and appropriate ways with the
help of which the Saudi organisations can overcome the barriers associated with international

62
business communication. From the findings of the survey, it has been analysed that training the
employees about international culture, language and business practise can serve to be an
effective means to improve business communication between Saudi Arabian and foreign
companies. The literature supports these findings and highlights the significance of training the
employees in becoming aware of the cross-cultural issues, languages and organisational cultures
to pursue seamless interaction with their counterparts in the foreign companies (Anderson and
Brown, 2010).
From the examination of the research findings, it has also been analysed that the adoption
of advanced technology related communication practices Saudi Arabian companies can also help
them in undertaking business communication with their international counterparts in frequent
intervals thereby improving communication and preventing wastage of extra time and cost of
travelling. The literature highlights the use of audio and video platforms for the purpose of such
frequent and cost effective cross-border communication and its effectiveness in improving
communication (Martin and Chaney, 2006). It has also been evaluated form the research findings
that better training and understanding of English language can also serve to be very useful in
facilitating the employees and managers in Saudi Arabian companies to overcome linguistic
barriers pursue smooth communication without any gap for misunderstanding.

63

Chapter 5: Conclusion and Recommendations
5.1 Conclusion
From the research findings and their discussion in the light of the literature, it can be
reasonably concluded that there are various barriers and challenges to effective business
communication in Saudi organisation while dealing with international companies. It has been
identified that effective business communication can be undertaken with the help of verbal and
non-verbal messages among the employees and with the employers. The globalise economy has
shrunk the geographical boundaries for business practices that have led to the rapid emergence of
multinational business organisations. Thus, in the presence of the multi-lingual and multi-
cultural business environment, the need for effective communication has evolved to realise the
predefined organisational goals and objectives. In this essence, the research findings have also
established the need for effective communication in business organisations so that the employees
and other stakeholders can be adequately guided towards achieving the organisational vision.
It has also been revealed that effective communication can be carried out with the help of
the feedback mechanism wherein the output and expectations of the organisation and the
associated can be aligned. In the wake of the globalisation, the workplace diversity has seen a
tremendous rise, which has resulted in workplace conflicts due to varied perceptions and
opinions. In this essence, the research has identified the significance of effective business
communication in preventing misunderstandings and confusions among the employees so that
international business dealings can be undertaken in an effective manner. The research findings
have also depicted that undertaking effective communication practices can also enhance the
motivation of the employee and facilitate the generation of new ideas, as well as adaptation to
the organisational changes.

64
With respect to the business culture and practices persistent in the Kingdom of Saudi
Arabia, the research has examined the dominance of the Islamic culture norms in business
communication, decision-making process and the management style. It results in social cultural
impacts on the stakeholders that indulge in rational decision making for the whole organisation
and as a result some differentiation could be faced by the members, working in the organisation.
The findings have also led to inferring that the cultural and linguistic barriers that prevail in the
Saudi multinational business environment restrict the growth of organisations due to the
ineffective business communication. That result in difference among the understanding level and
the stakeholders are not able to understand same thing in the same sense.
The presence of the gender segregation has also been identified as the major challenge
that obstructs the growth of multinational Saudi organisations in the international business
environment. The presence of gender segregation puts an impact over the mindset of employees
and other stakeholders they will started feeling discriminated that act as barrier to effective
communication and results in reducing efficiency. The conservative and orthodox culture of the
country does not permit the freedom of Saudi women, thereby preventing them from indulging in
free verbal communication, which makes the coordination of various functions and operations
difficult and reduces the working efficiency of stakeholders.
The cultural norms that overshadow the business practices of the KSA organisations also
make the communication policies highly stringent and rigid, which impose difficulties for the
managers working with the Saudi organisations and the international counterpart while
establishing an adequate communication channel. The English language is regarded to be the
international trade language, which is used for effective communication by all the international

65
firms. However, the KSA organisations do not give much preference to honing their language
skills due to which they face difficulties in communicating and undertaking business affairs with
international companies in external world and put a threat over the effective communication of
internal members that involves stakeholders, also. This also highlights the gap in the business
practices followed by Saudi business managers, who are regarded to be more vocal and loud as
compared to the international business managers, who are subdued.
The research and literature findings have also revealed that the Saudi businessmen give
more preference to their personal affairs and cultural norms over the professional business ethics
and practices, which does not align with the business practices of the other international culture,
thereby leading to ineffective business communication among stakeholders. The research has
also identified the restricted business culture prevalent in the KSA wherein the managers prefer
to undertaken business affairs solely with top-level executives and in its absence, they do not
deal well with the international counterparts. The non-verbal mode of communication is not
given preference by the Saudi business managers as well as by the stakeholders that also act as a
barrier while dealing with international counterparts wherein it holds significant importance.
In a similar manner, it has been examined that international business counterparts
encounter various challenges while dealing with Saudi organisations, such as the technological
advancements in the country. Saudi still lags behind with respect to technological advancements,
which adversely affects the business communication practices with the international firms. The
Saudi business managers are not well-equipped with the latest technological tools and techniques
that hamper the quality of the business meetings that occur in the virtual environment to surpass
the geographical boundaries. In this regard stakeholders also hesitate in investing and working

66
with complicated technologies. The business communication by Saudi organisations also
depends on the country with which the business dealings are to be carried out. In this essence,
the research has revealed that the Saudi organisations are more inclined towards establishing
business relations with Western organisations as compared to the East Asia. This is due to the
fact that Saudi find the Western culture to be intriguing for conducting international trade and
securing a position in the international business environment.
The research findings have identified the significance of effective business
communication in multinational Saudi organisation in respect of the international business with
the help of training programmes. An adequate training regime is required for the Saudi
organisation, as well as the international firm, so as to generate the required awareness regarding
the prevailing cultural norms in both the countries. The critical importance of effective business
communication in multinational Saudi organisations has also been aligned with obtaining
insightful information about the international business environment and practices, which can put
the country’s business organisations on the global map.
5.2 Recommendations
It is highly recommended that there needs to be considerable change in the communication
process attached with business proceedings in Saudi Arabia. There are certain recommendations
given below for overcoming the hurdles in the way of communication (Adejimola, 2008). It is
important to eradicate communication barrier as it is because of this barrier that many of
business dealings get affected due to failure in communication.
 Saudi Arabia is a country that follows the rules of Sharia, Islamic cultural norms are
given due importance. Islam shapes the formal rules and values that are supposed to be

67
followed in relation with community, family or business. It is highly recommended that
such kind of law must be limited to religious faiths alone. In the business proceedings
International business standards must be followed for communicating as it makes it easier
for confirming deals (Saidi and Missaoui, 2014). It is recommended that there needs to be
social gatherings organised and proper standard formal wear must be brought in working
as per the international standards so that the scale is appropriate for all the stakeholders
(Sapp, 2007). The customs, the language, the dressing sense and the standard
communicating format must be brought in use for successful endeavours in Saudi Arabia.
 It is to be understood and accepted by Saudi Arabia that the cultural and linguistic
standards followed in their land is completely different with respect to the working
environment suggested all over the world. In Saudi Arabia people communicate less with
spoken words and focus more on non-verbal communication and body movements along
with the tone used by the speaker (Rentz, 2007). These needs to be avoided as the
international business ethics in communication consider the words spoken are clear and
considerable for the dealing companies to abide by it. It is because of these non-verbal
gestures that there comes in communication gap that leads to loopholes in the business
proceedings and put a significant impact over the understanding level of stakeholders.
 In Saudi Arabia there is gender segregation, this is affecting the progress of the country
(Saidi and Missaoui, 2014). It is for the growth and development of the country that
individuals need to come forward. More women participation must be encouraged.
Educating girl child, training them from the childhood days and making them equivalent
to boys must be initiated. The strict rules set in Islam for women must not hamper their

68
career objectives (Rentz, 2007). It is recommended that women must move ahead and
take part in shareholding with continuing their studies and embrace the technological
advancement in order to contribute to their own development along with the development
of Saudi Arabian economy.
 Technological advancement and inclusion of E-governance is recommended for bringing
in advancement and development and benefitting from the revolution in the information.
This advancement will lead to progress in general performance of the country’s economy
and even bring stability in the government institutions enabling better work performance.
It is important to make the government feel the need for digital advancement as it makes
sharing information and data with other related departments easier. Connecting with the
world and enhancing globalisation is one of the basic needs that are to be dealt with
(Saidi and Missaoui, 2014). It is with advancement in technology that a centralized
business house can easily carry out its workings in different states and countries with the
help of technology. It is even through this development that the work force on human’s
decreases, giving scope for further development thought process (Rosner, Halcrow and
Levins, 2001). There is a stronger grip over finances and all the other business
proceedings related with the marketing and operations of the business with advancement
in technology (Rentz, 2007). This kind of advancement leads to multiple benefits and
increases efficiency of the stakeholders in the work proceedings. The work gets
accelerated and there is more scope for expansion.
 In order to enhance the business communication practices, the business organisations in
Saudi Arabia should follow the open and transparent work culture (Saidi and Missaoui,

69
2014). In this kind of work culture the employee will feel free to present their views in
front of the management people as well as the management will also be able to have a
clear acknowledgement of the issues and problems faced by them (Machi and McEvoy,
2009). This is a favourable practice for fostering effective business communication in the
MNCs while operating in the business environment of Saudi Arabia. In this kind of
business environment, the issues of cultural diversity and linguistic problems also rise to
a great extent. However, with the maintenance of the transparent work culture and open
communication practices these organisations can overcome the communication related
problem and issues to a good extent that leads to enhance satisfaction level among
shareholder as they are now able to get full and reliable information.
 For fostering a good business communication environment, it will be crucial measure to
develop a cultural harmony of the MNCs with that of Saudi Arabian culture. With this
kind of practice, a healthy work environment will be developed for the workforce and
they will have healthy relationship with each other (Rosner, Halcrow and Levins, 2001).
With this kind of practice their communication level will be enhanced to a good degree at
all levels of employees and other stakeholders.

70

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Appendix 1: Survey Questionnaire
General Questions
Q1. What is your gender?
(a) Male
(b) Female
Q2. What is your age?
(a) 30-35 years
(b) 35-40 years
(c) 40-45 years
(d) 45-50 years
Q3. Which department do you work at in your organisation?
(a) Marketing
(b) Human Resource Management
(c) Finance
(d) Operations
(e) Logistics
Q4. For how many years have you been dealing with international companies?
(a) 2-4 years
(b) 5-7 years
(c) 8-10 years
(d) More than 10 years
Specific Questions
Q5. According to you what is the need for effective communication in business organisations?

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(a) Controlling and directing people
(b) Obtain feedback from subordinates, customers and other stakeholders
(c) Obtain market information
(d) Motivate, mentor and lead the organisational workforce
(e) Generate new ideas and allow adaptation to organisational changes
(f) All of the above
Q6. In your opinion, does effective business communication plays the most important role in
enhancing the performance of organisational operations in respect of international business?
(a) Yes
(b) No
Q7. If yes, then how?
(a) Controlling, guiding and directing people
(b) Obtaining feedback from subordinates
(c) Facilitating generation of new ideas
(d) Facilitating adaptation to organisational changes
(e) Preventing occurrence of misunderstanding, confusion and dissatisfaction
(f) Obtaining latest information about the international market and business
Q8. According to you, what is the main kinds barrier encountered by you while communicating
with international business partners?
(a) Personal barriers
(b) Attitudinal barriers
(c) Physical barriers

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(d) Semantic or language barriers
(e) Organisational barriers
(f) Technological barriers 1
Q9. According to you, what is the main cause of personal and attitudinal barriers to effective
communication?
(a) Field of experience
(b) Personal bias
(c) Expectations of the people
(d) Stereotyping
(e) Cultural and religious orientation
Q10. Do you agree that the differences in languages and interpretation of non-verbal gestures are
a major barrier to effective business communication in international business?
(a) Strongly agree
(b) Agree
(c) Disagree
(d) Strongly disagree
Q11. If yes, then what are the main causes of it?
(a) Inadequate understanding of the foreign language
(b) Lack of understanding of the international culture
(c) Incorrect usage of the vocabulary
(d) Bad or incorrect translation
(e) Use of complex English

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