Abstract
The cultural identity issue has always been an interesting topic in intercultural communication. This paper describes and analyzes the business case of JH under the theoretical framework of Social Identity Theory, Cultural Iceberg Model, and Intercultural Competence Model through the approach of discourse analysis. As is demonstrated in the case of JH, intercultural challenges like cultural awareness, communication style, language barrier and decision-making difference are ineluctable. The paper presents the challenges or threats related to cultural identity in intercultural communication and it attempts to find possible ways to enhance intercultural competence as well as overcoming intercultural barriers in intercultural communication.
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