Brand image had been a crucial component of any company to flourish and achieve its goals and objectives set earlier. Corporate brand image reflects the position of any company in the market and the involvement of the stakeholders within that company. The study elaborates the importance of the corporate brand image that insists a company to adapt perceiving various grounds of development in future and in recent time. It defines the function of cross cultural communication within the relationship of stakeholders. The study eventually demonstrates the significance of Corporate Social Responsibility (CSR), corporate citizenship and ethics in the field of operations and development of the stakeholder relationships.
1. Role and function of cross cultural communication within stakeholder relationships
Cross cultural communication is defined to be the field of study which looks at the ways by which people belonging to different state and cultures communicate in their respective ways and the ways the individuals endeavour for communicating across cultures. According to the observations of Heide and Simonsson (2014, p.145), communication problems often emerge as one of the most important contemporary challenges that is faced by the Malaysian industry. Effective communication serves as a necessary component since it is considered to be the ultimate mean through which behaviour is modified and change is affected. Through effective communication, acquiring and sharing of knowledge is convenient and goals are eventually achieved.
Various cultures of any country affect the establishment of cross cultural relationship among stakeholders through enhancement of communicating networks overseas. As per the opinion of Sevin, (2014, p.55), cross cultural communication in the industry of airlines such as Malaysian Airlines enhance the ability of attracting customers from worldwide through the availability of communication mediums in different cultures. Communication itself is important for ensuring a smooth working operation in the airlines at different levels. The Malaysian government is liable for setting up of the standards of communication in the industry of airlines.
In the modern era of establishment of walls of various kinds of business, the airline industry is one of them which are required to facilitate and prioritise enhancement of communication channels for effective working and operation of the business company. In the opinion of Cording et al. (2014, p.55), the ability of communicating effectively as well as multicultural is not supposed to be underestimated. In order to maintain healthy relationship among the stakeholders, the company which is in this case the Malaysian Airlines is required to maintain cross cultural relationship.
As per the discussions of Bordia and Bordia, the basic keys to establish cross-cultural communication relationship with the stakeholders which could be facilitated in the Malaysian Airlines would involve- being proactive, using cultural rapport, organising productive interactions for ensuring victory among the agencies, developing strategies for business cycles and relationships depending upon the appropriate levels of business hierarchy and formality. As mentioned by Islam et al. (2016, p.319), in order to enable cross cultural relationship among the stakeholders m company, pure an huge focus must be on the values and beliefs of the individual engaged in the establishment of such viable rela