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Cross-cultural Communication(Techniques)
McGraw-Hill/Irwin 2008 The McGraw-Hill Companies, Inc. All rights reserved.
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Overview
The Importance of Cross-cultural
Communication in Business
Problems of Cultural Differences
Problems of Language
Some Solutions for Improved Communication
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Culture
Set of values, customs and beleifs.
members of a culture will gather knowledge
from domains such as buying, selling,
advertising, and shopping, as well as
parenting and courting.
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Why is communicating across culturesimportant to business?
Technological advances have made doing business
more global.
Understanding those who buy and use a companys
products or serviceshelps you design ones that fityour customers needs.
Successful communication improves productivity and
creates a comfortable workplace.
Communicating with those from other cultures
enriches your businessand personal life.
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Problems of Cultural Differences
Body positions and
movement
Views and practices
concerning factors of
human relationships
Effects on business
communication techniques
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Body Positions and Movements
Body Parts
Gestures
Eye Contact Touching and Handshaking
Facial Expression
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Kinesics: facial expression
Birdwhistle (1970): the face is
capable of conveying 250,000
expressions
Kinesicsis the interpretation of
body language such as facial
expressions and gestures
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Some Gesture Differences
Strong, sexual insulting
(Nigeria and Australia)
Fine, Good going,
Everything is okay(America)
Thumbs up
Double, sexual, insulting(with palm in)(England)
Victory or peace(with palm out)(America)
Raised hand, fingers in Vposition
Rude to point a finger
(Japan)
Come here
(America)
Raised hand with index
finger extended, head high
No(Europe)
Good-bye(America)
Hand up, palm out, wriststiff, back and forth motion
Meaning 2Meaning 1Gesture
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Attitudes Toward Factors ofHuman Relationships
Time
Space
Frankness Intimacy of Relationships
Values
Expression of Emotions
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Effects on BusinessCommunication Techniques
Our communication techniques are not
universally acceptable.
Our techniques do not work with all English-
speaking people.
Problems can be overcome by learning about
other cultures.
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British English vs. American English
TrashBin
PantsTrousers
Panty hoseTights
Billion (9 zeros)Billion (12 zeros)FriesChips
CalledPhones
GuysBlokes
ElevatorLiftWordDifferences
MomMum
GeneralizeGeneralise
LaborLabourSpellingDifferences
AmericanBritish
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Problems of Language
Lack of language equivalency
Difficulties in using English
Multiple meanings of words
Two-word verbs
Culturally derived words
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Substitutes for Two-word Verbs
searchtrack down
holdtie down
preventshut out
killput away
remove, overcomelive down
excited, nervouskeyed up
clowncut up
SubstituteTwo-word Verb
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Suggestions for Communicating AcrossCultures Successfully
Talk or write as simply and clearly as possible
Word questions carefully
Avoid double questions
Avoid yes/no questions
Avoid negative questions
Use continuous confirmation
Use back translating when possible
Use technology to assist with written and oral
communication
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More than technical or infrastructure
problems, cultural problems will be the
biggest issue that merchants will face inthe global marketplace.
--Bruce Guptill, Analyst
The Gartner Group
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