Chapter 3 Intercultural Communication © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 3 Intercultural Communication Business Communication: Process and Product, 8e Mary Ellen Guffey & Dana Loewy

Markets Go Global Mergers, acquisitions, and buyouts stir growth beyond national boundaries. American companies in global markets must adapt to other cultures. Increasingly even many home-grown businesses are controlled by global enterprises.

Major Trends Fuel Globalization Stagnating or declining domestic markets Favorable trade agreements and removal of trade barriers Robust middle classes in emerging economics Advancements in transportation and logistics Information and communication technology breakthroughs

Characteristics of Culture Culture is learned. Cultures are inherently logical. Culture is the bases of self-identity and community. Culture combines the visible and invisible. Culture is dynamic.

Dimensions of Culture High and low context Individualism and collectivism Time orientation Power distance Communication style

High and Low Context Low-context cultures High-context cultures Tend to be logical, linear and action oriented. Favor explicit messages that they consider to be objective, professional, and efficient. High-context cultures Tend to be relational, collectivist, intuitive, and contemplative. Leave much unsaid and transmit communication cues by posture, voice inflection, gestures, and facial expression.

Communication Style Low-context cultures High-context cultures Emphasize words, directness, and openness; people tend to be informal, impatient, and literal. High-context cultures Rely on nonverbal cues and the total picture to communicate; meanings are embedded at many sociocultural levels.

Characteristics of High and Low-Context Cultures Japanese Arab Latin American Spanish English Italian French N. American Scandinavian German Swiss High Context High Context Cultures Relational Collectivist Intuitive Contemplative Low Context Cultures Logical Linear Individualistic Action-oriented Low Context

Oversimplified behavioral pattern applied uncritically to groups How We Form Judgments Negative! Stereotype Oversimplified behavioral pattern applied uncritically to groups

Rigid attitude based on erroneous beliefs or preconceptions How We Form Judgments Negative! Prejudice Rigid attitude based on erroneous beliefs or preconceptions

Prototype How We Form Judgments Positive! Prototype Mental representation based on characteristics that are flexible and open to new definitions

Techniques for Achieving Cultural Competence Descriptiveness: Giving descriptive feedback instead of judgmental feedback. Nonjudgmentalism: Being tolerant, which helps prevent defensive reactions. Supportiveness: Encouraging others with head nods, eye contact, and facial expressions.

Improving Conversations in Intercultural Environments Learn foreign phrases. Use simple English. Speak slowly and enunciate clearly. Observe eye messages. Encourage accurate feedback.

Improving Intercultural Oral Communication Accept blame. Listen without interrupting. Smile when appropriate. Follow up in writing.

Improving Intercultural Written Communication Adjust your writing style and tone. Avoid humor to prevent misunderstandings. Use short sentences and short paragraphs. Observe title and rank.

Improving Intercultural Written Communication Avoid ambiguous expressions. Strive for clarity. Use correct grammar. Cite numbers carefully.

Anti-Bribery Laws Foreign Corrupt Practices Act of 1977 – prohibits payments to foreign officials for the purpose of obtaining or retaining business; applies only to U.S. companies. Sarbanes-Oxley Act – a tool in the anticorruption battle; forbids off-the-book bribes. Global treaty promoted by the Organization for Economic Cooperation and Development (OECD) in 1999 – bans bribery of foreign government officials.

Ethical Decision Making Across Borders Broaden your view. Avoid reflex judgments. Find alternatives. Refuse business if options violate your basic values.

Ethical Decision Making Across Borders Embrace transparency. Don’t rationalize shady decisions. Resist legalistic strategies.

Applying the Five-Question Test to Intercultural Dilemmas Is the action legal? Would you do it if you were on the opposite side? Can you rule out a better alternative? Would a trusted advisor agree? Would family, friends, employer, or co-workers approve?

Benefits of Workplace Diversity Diverse Staff Members Better able to read trends and respond to diverse customers at home and abroad More likely to see opportunities that a homogeneous group would miss Diverse Teams Better equipped to create products that markets require Develop more creative and effective problem-solving techniques

Benefits of Workplace Diversity Diverse Consumers Want to deal with companies that respect their values and reflect themselves. Demand specialized goods and services tailored to their needs. Companies that figure out the diversity challenge have a competitive advantage.

Benefits of Workplace Diversity to Businesses Companies that cultivate diversity suffer fewer discrimination lawsuits, fewer union clashes, and less government scrutiny. Diversity is a critical bottom-line business strategy to improve employee relationships and to increase productivity. The government and corporations increasingly contract only with suppliers who can show “cultural readiness.”

Improving Communication Among Diverse Workplace Audiences Seek training. Understand the value of differences. Don’t expect conformity. Make fewer assumptions. Build on similarities.