Non-English speaking employees may feel they don't fit in or aren't part of the team. Gronlund (1999) stated that although English is the primary language in business, it mostly applies to only top-level management. To aid with this challenge, Proctor & Gamble harnessed the use of modern technology and developed individual Internet websites for each country it does business with, all of them in their own native language. Proctor & Gamble recognized a communication barrier, and defeated it by tailoring the needs of its customers and employees of different nationalities. The solution created a "win-win" situation for everyone. .
Companies must also be careful with the use of language when advertising their products in different parts of the world. Words phrased in one language can mean something completely different in another. Shea (2002) stated that when Pepsi Cola advertised in Taiwan with their popular American slogan "Come alive with the Pepsi Generation", it was interpreted, as "Pepsi will bring your ancestors back from the dead." It would seem obvious that Pepsi did not take the language barrier into account before advertising their campaign to the Asian public. .
Another cultural challenge companies endure is adapting to local cultural beliefs, tastes, and needs. To achieve success internationally, companies educate their employees on different cultural beliefs and practices before giving them overseas assignments. Lehman & Dufrene (2002) stated that in many instances, larger corporations require their employees to attend extensive training seminars to familiarize them with the area beliefs, customs, and culture before deployment. The more the employee understands the way of life in the global community; the chances for a successful business transaction will dramatically increase. Many times, corporate negotiations fail due to "culture clash". Language and culture appear to be the biggest barriers to a successful completion of a deal.
