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.
© 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.
• Why cross-cultural communication is critical to business
• Dimensions of cultural difference– Body positions and movements– Factors of human relationships
• Problems of language• Advice for communicating across cultures• Enhancing cross-cultural communication skills
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Chapter Overview
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• Technological advances, such as interactive and mobile communication, have fueled globalization.
• Effective international communication helps you design products that meet global market needs and win business.
• Successful communication with international coworkers improves workplace productivity.
• Communicating with those from other cultures enriches your business and personal life.
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Why Cross-Cultural Communication?
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“The collective programming of the mind which distinguishes the members of one category of people from another.”
--Dutch sociologist Geert Hofstede’s definition of culture
Do you agree? How would you define culture?
What Is Culture?
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Culture: Questions for Discussion
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• What is culture?• What kinds of factors have influenced national
cultures?• How have the Internet and increasing global
trade affected cultural differences?• Why are people able to do business across
different cultures? What do businesspeople have in common the world over?
• What is ethnocentrism and how does it impair cross-cultural business relations?
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• Topography • History• Religion
Sensitivity to these factors helps you avoid ethnocentrism.
Factors Impacting Culture
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• The body (bowing, standing)• Did you know squatting is a very common
business practice in some countries?• Head movement
• Shaking the head “yes” or “no” means little in some cultures.
• Hand gestures• The “peace” sign is considered vulgar in Australia,
and the “OK” sign is insulting in Russia, Germany, and Brazil!
Different Meanings of Body Language
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• Americans—firm, 5-7 pumps• Germans—brusque, firm single pump• French—light, quick, not offered to
superiors, may include a double kiss• British—soft, 3-5 pumps• Arabs—gentle, long-lasting, sometimes with
kisses on both cheeks
Handshakes Across Cultures
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• Time• Space• Odors• Frankness• Social hierarchy• Workplace values• Expressions of emotion
Factors of Human Relationships
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• Edward T. Hall• High-Context vs. Low-Context
• Geert Hofstede• Power Distance• Individualism vs. Collectivism• Masculinity vs. Femininity• Long-Term vs. Short-Term Orientation
• Richard D. Lewis• Linear-Actives, Multi-Actives, and Reactives
Three Theoretical Frames
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Business Communication Differences
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• Your textbook was written for U.S. readers. • Guidelines for writing messages may not apply
to all cultures:• The British prefer a direct approach to negative
messages.• Asian cultures may view our communication style
as too direct.• Even social networking preferences vary from
culture to culture.
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• Lack of Language Equivalency• Difficulties with English
– Multiple meanings of words– Two-word verbs– Slang and colloquialisms– Culturally derived words/phrases
Problems of Language
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Possible meanings of run:•To move fast•To compete for office•A score in baseball•A break in a stocking•A fading of colorsCan you think of more?
Multiple Meanings of Words
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search, findtrack down
hold, securetie down
prevent, avoidget around
pursuego after
remove, overcomelive down
excited, nervouskeyed up
demonstrate
SubstituteTwo-Word Verb
act out
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Two-Word Verbs
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• Do your research.• Know yourself and your company.• Be aware—and wary—of stereotypes.• Adapt your English to your audience.
– Talk or write as simply and clearly as possible.– Word questions carefully.– Use continuous confirmation.
• Be open to change.
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Tips: Communicating Cross-Culturally