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MANAGEMENT INTERCULTUREL ET COMMUNICATION

Reunion afrique centrale, CCI Blois, 19 Avril 2011

PJ & Associates LtdIntroduction Communication is not purely about language. It is about how we:

get people to like us put across a clear and logical message create enthusiasm and passion build trust get people to do things

As international business people we need good communication to succeed in negotiation, presentation, operations, business development, etc. Although there is no single approach that suits everyone, or any situation, they are key features we need to understand to be successful in international trade. This is other people culture and how these differences translate into unusual (for us) individual and collective behaviours. Having grasped drivers of the “others” behaviours, one will than be in position to adapt one’s communication to the third parties. We will first, start with a comparative analysis of culture differentiators, using two widely used

models. We will second, draw from that analysis how behaviours are affected. We will third, highlight the communication challenges arising when French people and subSaharan people interact. We will finally provide tips when communicating with Cameroonians.

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How does culture affect individual communication preferential style?

Culture affects the following elements Attitudes (how one feels about something) Personality (psychological traits) Perception (making sense to the environment) Learning (feedback loop)

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A model presenting the cultural differentiators between French and Sub Saharan Africans

RD Lewis

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A model presenting some value-orientation differentiators between French & subSaharan Africans

-5 -4 -3 -2 -1 0 1 2 3 4 5

religion ● ●trust in the individual ● ●compliance with law ● ●concept of wealth ● ●view of competition ● ●value of work ● ●view of education ● ●time focus ● ●rationality ● ●authority ● ●life view ● ●world view ● ●

SubSaharan African

French

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Main areas of communication dissonance between French and sub-Saharan Africans

Area Natural inclination To watch

RelationshipTime orientationActivity orientationFocus of responsibilityConception of spaceSocial frameworkPower distanceUncertainty avoidanceMasculinity/ feminity

DominationPastBeingIndividualisticPrivateindividualismHighStrongMasculine

HarmonyPresentControllingGroupMixedHarmonyAverageAverageMixed

SubjugationFutureDoingHierarchicalPublicCollectivismLowLowFeminine

X

SubSaharan Africans French

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Communication challenges Language Listening Decision making Conflicts

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3 preferential communication modes

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Key features in communication applied to different groups

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Recommendations when dealing with Cameroonians in Cameroon Creating interest

Great everyone fully Ask questions and be prepared to listen about family, profession, achievements,

etc

Build a rapport Communicate face to face whenever possible Talk loudly, clearly and slowly Sound protective Accept physical closeness and tactile behaviour

Three is a company Allow friends and relatives to drop in the middle of a conversation

Honesty and optimism Sincerity & enthusiasm

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Recommendations when dealing with Cameroonians in Cameroon

Avoid criticizing in any way Avoid voicing any political opinion Avoid focusing on individual benefits

because deep down they are thinking collectively (and possibly tribally).

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