BUSINESS COMMUNICATION, 13th Edition ch2.ppt

‘Lesikar’s Business Communication – Connecting in a Digital World’, 13th Edition, by Kathryn Rentz & Paula Lentz, McGraw-Hill.

1. Chapter 2
Communicating
Across Cultures
© 2014 by McGraw-Hill Education. This is proprietary material
solely for authorized instructor use. Not authorized for sale or
distribution in any manner. This document may not be copied,
scanned, duplicated, forwarded, distributed, or posted on a
website, in whole or part.

2. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
LO1-1Explain why communicating clearly across cultures is important
to business.
LO1-2Define culture and explain its effects on cross-cultural
communication.
LO1-3Describe cultural differences in body positions and movements
and use this knowledge effectively in communication.
LO1-4Describe cultural differences in views and practices concerning
human relations and use this knowledge effectively in
communicating.
LO1-5Explain the language equivalency problem and techniques for
minimizing its effects.
LO1-6Describe what one can do to enhance one’s cross-cultural
communication skills.
Learning Objectives

3. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
1.Globalization – Business has become more global and the
spread of the internet and other communication systems
has fueled it.
2.International Business – Not only big businesses, but small
business owners are also busting borders and discovering
the potential for growth and profit.
3.Workplace Requirements
•Communicate clearly with international coworkers &
customers
•Less misinterpretation
2-3
Cross-Cultural Communication: Its Importance

4. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
1.Communicating across cultures
–Effectively improves productivity and efficiency
–Promote harmonious work environments
–Enrichment of business and personal life
–Understanding cultural differences
–Overcoming language problems
The better you understand other cultures the more
efficiently you can adapt your words, sentences and overall
messages.
2-4
Cross-Cultural Communication: Its Importance

5. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
How would you define culture?
-The collective programming of the mind which
distinguishes the members of one category of
people from another.
-Culture is the shared ways in which groups of
people understand and interpret the world.
What Is Culture?
2-5

6. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
What is the topography of the country? (tropical
vs. colder countries)
What is the country’s history? (Wars, International
movements)
 What role does religion play in the culture?
(Middle Eastern countries vs. Western countries)
Sensitivity to these factors enables you to conduct
and strive in the business environment & helps
avoid ethnocentrism.
Factors Impacting Culture
2-6

7. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Ethnocentrism-
The tendency to see only your cultural programming as
normal and judging another culture solely by the
values and standards of your own.
Factors Impacting Culture
2-7
Example - An American multinational company
expanding its operations into Bangladesh and decides
to implement the same workplace practices and
policies in its Bangladeshi office without considering
the local culture and customs.

8. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Example
Dress Code Policy: The company enforces a strict
Western business attire dress code.
Weekend: Saturday and Sunday.
Holiday Schedule: The company observes American
holidays.
Communication Style: The company's communication
style is very direct and individualistic, expecting
employees to voice their opinions openly and
challenge ideas in meetings.
Factors Impacting Culture
2-8

9. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
•Differs from culture to culture
•Squatting vs. Sitting
–In the US most people sit when they wish to remain in
one place for some time, but many of the world’s people
squat when doing business.
–Squatting is a very common business practice in some
countries, we however view it as primitive!!
•Short steps vs. Long steps
–Asian cultures use shorter steps whiles in the US people
will use longer strides while walking.
Body Positions and Movement
2-9

10. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
•Greeting
–In US, direct eye contact and firm handshakes are
generally seen as positive.
–In Japan, Bowing is the traditional form of greeting. The
depth and duration of the bow can indicate the level of
respect.
•Eye Contact
–Indonesian culture: rude to look directly at the eyes of
those holding higher position in the company.
–It is rude to stare in Western cultures.
Body Positions and Movement
2-10

11. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
•Head movement
•Shaking the head “yes” or “no” means little in some
cultures.
•Hand gestures
•The “OK” sign (thumbs up) is insulting in many countries like
Russia and Germany. However it is perfectly fine to use it in US.
•Touching can be viewed unfavorable in many cultures.
Chinese do not like touching.
•Touching is more common and culturally accepted in
Bangladesh, especially among people of the same gender.
Body Positions and Movement
2-11

12. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
•Time [Monochronic Vs Polychronic]
– Monochronic :Time must be planned for efficient use especially in
Western countries. Meet dead-lines, be punctual, and work on a
schedule.
– Polychronic: Time is viewed as more relaxed especially in the
Middle Eastern and some Asian countries. Being late is of little
consequence to them.
•Space [Talking face-to-face, Queues]
–Western cultures are more accustomed to have distance with
each other when talking.
–South East Asian people are not so particular about personal
space.
Factors of Human Relationships
2-12

13. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
•Body Odors
–Some cultures are not too particular about body odor but in
most it is treated as unhygienic.
•Frankness
–North Americans are more direct, upfront and blunt. Quickly
getting to the point.
–Asians are more conservative and implicit. Sometimes, go to
great lengths not to offend.
•Intimacy of Relationships
–The existence of social classes, how women are treated,
what questions can be asked to each other.
Factors of Human Relationships
2-13

14. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
•Workplace values
–The Indian culture encourages spiritual and human well-
being and productivity is considered second in priority
•Expressions of emotion
–Asian cultures strongly frown upon public display of
affection – consider them crude and offensive
–Westerners will accept moderate forms of it
–Laughter is a spontaneous display of joy while, in some
cultures laughing too loud is thought to be rude
Factors of Human Relationships
2-14

15. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
1. Lack of Language Equivalency
–You will not find equivalent words with the same meaning
in all languages. Ex- Pasta in Italian
–There are grammatical differences in languages
–Equivalent translations difficult
•Back translating: involves using two translators, one
with first-language skills in one of the languages
involved and one with first-language skills in the other
language
–If translations are good, then second translation matches
the first.
Problems of Language
2-15

16. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
2. Difficulties with English
–It is the common language used in International
Business
–Multiple meanings of words
–Two-word verbs
–Slang and colloquialisms
–Culturally derived words/phrases
Problems of Language
2-16

17. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Possible meanings of run:
•To move fast
•To compete for office
•A score in cricket/baseball
•A type of stitching
Multiple Meanings of Words
2-17

18. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Two-Word Verb
1.Give Up
2.Go On
3.Take Off
4.Put Off
5.Figure Out
6.Track Down
Two Word Verbs
1.Surrender
2.Continue
3.Depart
4.Delay
5.Solve
6.Find
Substitute

19. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
•We talked about this in previous chapters
•When using cross-cultural communication,
misunderstanding with these words increases.
–Head for home
–Seal the deal
–Nuts
–Over the top
–kickoff
Slang & Colloquialism
2-19

20. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
•Do your research
-Learn something about the topography, climate, and
location of your potential partners’ countries of
origin.
•Know yourself and your company
-It is very important to understand the business you
represent.
•Be aware of stereotypes
-Stereotyping can prejudice us and blind us to
someone’s true nature.
2-20
Tips: Communicating Cross-Culturally

21. © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
•Adapt your English to your audience
-Try to check and clarify your communication through
continuous confirmation.
•Be open to change
-Be ready to make and acknowledge mistakes, and to
forgive them in others.
2-21
Tips: Communicating Cross-Culturally