communication 2014

7/26/2019 Communication 2014

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Negociacin y Administracin

Intercultural

Vivian Kadelbach

[email protected]

Universidad Anahuac, Mxico Norte


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The importance of communication

World of endless connection Contact with others through communication Cross-cultural communication is increasingly important as we interact

with others from different cultures Business relies more and more on multicultural teams

Engagement in international projects & alliances Standardized vs. localized products & services Forms of management

! Learn to communicate in ways that derive value from differences withoutassuming similarity or impose conformity


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A companys communicationprocess

Macro

Organizational

Micro

Market researchAdvertisingPublic relationsCustomersatisfaction surveys

Connecting mission,vision, strategies &goals with multiculturalcustomer needsCorporate culture

TrainingProject teamsRewarding & motivatingSellingCustomer servicePlanning

Organizing

Connecting with thecustomers/stakeholders in themulticultural marketplace

Connecting customers/stakeholders with those inthe company who add valueto products & services

Connecting with each otherin the multicultural companyto serve customers/stakeholders


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The macro level of communication

Example:Advertising Benefits of standardization Demands of local culture

Products, services, brands & marketingmessages are perceived differently,depending on cultural context

!while the product or service may bestandardized, the message needs to beadapted to the cultural orientations of

the different audiences


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Examples for various messages

Steelcase Strafor:

Britain:

Text: If you are still smiling when youleave the office, it was designed bySteelcase Strafor

Tag line: Steelcase Strafor. More thana partner, a partnership


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Steelcase Strafor:

France:

Text: For this smile, Strafor designedthe office

Tag line: Steelcase Strafor. More thana partner


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Steelcase Strafor:

Italy:

Text: For this smile, Strafor designedthe office

Tag line: Steelcase Strafor. More thana partner, a friend


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Interpretations of differingmessages

Britain: Higher emphasis on words > lower-

context culture

Add is direct Language is instrumental rather than

expressive

Stress on partnership rather thanpartner > formality & structure


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France: Ad is higher context & more indirect Words used aim more at suggestion &

possibility rather than precision &transfer of information

Ad is less instrumental

Highlights the importance ofrelationship


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Italy: High context Higher stress on relationships

Particularistic rather than universalisticrelationships


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The organizational level ofcommunication

Corporate culture is the system thatconnects the dynamic needs of customersand other stakeholders with those in the

company who bring value to the customer A global corporate culture needs to formintegrating values, mechanisms & processesallowing a company to manage constant

change in a competitive marketplace Primary integrative web connecting thecomponents of a business


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Connection of components of a businessthrough:

Communicate vision, mission, values,

strategies & goals Establish standards for professionalbehavior & job performance

Define internal & external relations

Optimize flow of information throughglobal network

!Provides context for decision making


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A corporate culture should: Be focused on customers &

stakeholders Facilitate learning Knowledge & knowledge

exchange are key


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The micro level of communication

What is communication? Exchange of meaning between individuals If successful it involves little loss of meaning,

establishes or maintains a relationship,leaves open the possibility for furtherexchanges

Ultimate goal is synergy (benefits derived

from collaboration)


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The ideal communication process Information flows between sender & receiver Intended message is identical to the received

message

But, cultural frames get in the way: configuration of value orientations

Perceptual window through which theindividual defines him or herself, others, andthe world

Perceptions filtered through the cultural

frame are selective


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Potential problems in cross-culturalcommunication:

Environment: control vs. harmony Time: single-focus vs. multi-focus; fixed vs.

fluid; present vs. future Action: being vs. doing Communication: high vs. low context; direct

vs. indirect; expressive vs. instrumental; formalvs. informal Space: private vs. public Power: hierarchy vs. equality


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Potential problems in cross-culturalcommunication:

Individualism: individualistic vs. collectivist;universalistic vs. particularistic

Competitiveness: competitive vs. cooperative Structure: order vs. flexibility Thinking: deductive vs. inductive; linear vs.

systemic

communication 2014

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