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