Examining cultural diversity in organisational communication: a case study of worldwide industrial systems engineering in South Africa

Abstract

The research project examined how people from various cultural backgrounds communicate during their duties at the Worldwide Industrial Systems Engineering company in South Africa (WWISE). The primary objective was to better understand how cultural diversity influences workplace communication, what works effectively, what causes misconceptions, and how communication may be improved. Furthermore, the study examined how diverse cultures impacts organisational communication processes, with particular attention to values, language, and communication styles. Guided by Hofstede’s cultural dimensions theory and Edward Hall’s high-context and low-context communication theory which is a key model used to understand and interpret communication across culturally diverse teams. The qualitative study was conducted at the company's National offices, which accommodate employees from various cultural, linguistic, and racial backgrounds. The researcher concentrated on a group of staff members from various departments (such as the marketing and human resource departments) and different levels of the business. The 15 participants included both management and general employees. The researcher used ATLAS.ti software to analyse data collected from sources such as interviews transcripts, observation notes, and the organisation’s communication policies and internal and stakeholder strategies documents To collect data, the researcher employed semi-structured open-ended interviews that allowed participants to discuss their own experiences and opinions. The researcher carefully examined the replies to discover common themes and issues associated with communication in a diverse workplace. This study emphasises the relevance of cultural awareness in the workplace and provides practical recommendations for better communication and understanding. The findings could help WWISE and other organisations develop better training and support systems to establish stronger, more inclusive teams. The findings revealed that while WWISE has adopted diversity and inclusion measures, these measures are not yet fully integrated throughout all levels of operations. The organisation’s cultural seminars and communication trainings raised awareness but intercultural competency has not been maintained through the required ongoing management and reinforcement training. The study made several recommendations, which WWISE should consider in order to manage cultural diversity to improve inventiveness, problem solving skills, and innovation in the organisation’s teams and departments.