communication challenges from multicultural team perspective
TRANSCRIPT
M.JAYANTHI,Research Scholar,
Department of Management studies,
Periyar Maniammai University,
Vallam, Tanjavur.
Research Guide
DR. K.V.R. RAJANDRAN,
Head, Department of Management Studies,
Periyar Maniammai University,
Vallam-Thanjavur, Tamil Nadu - India
• Multicultural Team • A Multicultural team is a group of employees selected from two or more countries who are brought together to coordinate, develop, or manage some aspect of a firm’s global operations (Steers & Nordon, 2006).
• Group cohesion decreases (Harrison, 2002).
• All these process losses often result in higher turnover and absenteeism rates (O’Reilly, 1989)
• and lower the work satisfaction (Tsui, 1992).
• Methodology • Sample size: 54
• Convenient sampling
method
• Multicultural team
from countries India
and USA
• Data Collection
through: E- Mail
• Data analysis done
using: Multiple
Response Analysis
(SPSS) and Percentage
Analysis Technique
• Objectives
• 1.To study the Communication process in Multicultural environment.
• 2.To identify the difficulties in Communication process.
• 3.To identify the factors improving Communication process.
Mistakes in cross cultural
communication cause damage
to international relationships
and negotiations. (Aswathappa,
2008)
• Languages and Culture
• Use of interpreters and nonverbal communication.
• If these are taken care of, intercultural communication will be effective (Aswathappa, 2008).
Examples related to Communication Mistakes in Global Markets
A razor company had been using the brand name “TIZ” which means sharp in Iran. This brand name had good acceptance in Iran with its sharp image.
Qatar In mid 1980’s when they used the same
brand name in Qatar market, it created
serious problems as “TIZ” had a
connotation in Arabic slang referred to “Buttocks” (Tevfic,
1996)
When Pepsico
advertised Pepsi in
Taiwan with the
advertisement “Come
alive with Pepsi” they
had no idea that it
would be translated into
Chinese as “Pepsi brings
your ancestors back from
the dead”.
•When Branifftranslated a slogan touting its upholstery, "Fly in leather," it came out in Spanish as "Fly naked.”
Data Analysis
• Mode of communication
• Problematic Mode
• Preferred Mode
• Impact of translator applications
Poor Communication is a Problem
65.4
30.8
3.8
0
10
20
30
40
50
60
70
Strongly Agree Agree Strongly Disagree
Poor Coomunication is a problem
Percentage Histogram for Modes of Communication
61.5
88.582.7
Phone Email FTF
Modes of communication
Factors that help to improve Communication Process
Factors Strongly agree
Agree Neither Agree nor Disagree
Disagree StronglyDis agree
Effective Listening 84.6 15.4 - - -
Official Format 67.3 28.8 - 3.8 -
Preference of Common Language
78.8 19.2 - - -
Preference of Common Communicator
42.3 26.9 30.8 - -
Preference of Translators
15.4
42.342.3
0
5
10
15
20
25
30
35
40
45
Strongly agree Agree Disagree
Prefrence of Translators
Use of Translators
16.67
29.17
37.5
14.58
2.08
Very Helpful
Helpful
Some what Helpful
Not Helpful
Not at all Helpful
Conclusion
• Poor communication is a major problem of any organization.
• Common communication modes are phone, email and face to face communication
Conclusion
• Phone and Email were identified as a problematic mode.
• Nonverbal and Pictorial styles are problematic styles of communication.
Conclusion
• Effective Listening
• Use of Official Format
• Common Language
• Common Communicator
• Language Translator Applications
My Sincere Thanks to
Research Guide
PROF. DR.
K.V.R. RAJANDRAN,Head, Department of Management
Studies,
Periyar Maniammai University,
Vallam-Thanjavur, Tamil Nadu -
India