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.

Cross-Cultural Communication: Its Importance Globalization International Business Workplace Requirements Communication with international coworkers & customers Less misinterpretation Improves workplace productivity Enrichment of business and personal life The better you understand other cultures the more efficiently you can adapt your words, sentences and overall messages. 2-2

What Is Culture? How would you define culture? The collective programming of the mind which distinguishes the members of one category of people from another. 2-3

Factors Impacting Culture What is the topography of the country? (tropical vs. colder countries) What is the country’s history? (Wars, International movements) What role does religion play in the culture? (Middle Eastern countries vs. Western countries) Sensitivity to these factors enables you to conduct and strive in the business environment & helps avoid ethnocentrism. 2-4

Factors Impacting Culture Ethnocentrism- The tendency to see only your cultural programming as normal and judging another culture solely by the values and standards of your own. 2-5

Body Positions and Movement Differs from culture to culture Short steps vs. Long steps Asian cultures use shorter steps whiles in the US people will use longer strides while walking. Eye Contact Indonesian culture: rude to look directly at the eyes of those holding higher position in the company. It is rude to stare in Western cultures. Squatting vs. Sitting Squatting is a very common business practice in some countries, we however view it as primitive!! 2-6

Body Positions and Movement Head movement Shaking the head “yes” or “no” means little in some cultures. Hand gestures The “OK” sign (thumbs up) is insulting in many countries like Russia and Germany. However it is perfectly fine to use it in US. Touching can be viewed unfavorable in many cultures. Chinese do not like touching. 2-7

Factors of Human Relationships Time [Monochronic Vs Polychronic] Monochronic :Time must be planned for efficient use especially in Western countries Polychronic: Time is viewed as more relaxed especially in the Middle Eastern and some Asian countries Space [Talking face-to-face, Queues] Western cultures are more accustomed to have distance with each other when talking South East Asian people are not so particular about personal space 2-8

Factors of Human Relationships Odors Some cultures are not too particular about body odor but in most it is treated as unhygienic. Frankness North Americans are more direct, upfront and blunt while the British are more conservative and implicit. Intimacy of Relationships The existence of social classes, how women are treated, what questions can be asked to each other. 2-9

Factors of Human Relationships Workplace values The Indian culture encourages spiritual and human well-being and productivity is considered second in priority Expressions of emotion Asian cultures strongly frown upon public display of affection Westerners will accept moderate forms of it Laughter is a spontaneous display of joy while, in some cultures laughing too loud is thought to be rude 2-10

Problems of Language 1. Lack of Language Equivalency You will not find equivalent words with the same meaning in all languages. Ex- Pasta in Italian There are grammatical differences in languages Equivalent translations difficult Back translating: involves using two translators, one with first-language skills in one of the languages involved and one with first-language skills in the other language If translations are good, then second translation matches the first. 2-11

Problems of Language 2. Difficulties with English It is the common language used in International Business Multiple meanings of words Two-word verbs Slang and colloquialisms Culturally derived words/phrases 2-12

Multiple Meanings of Words Possible meanings of run: To move fast To compete for office A score in cricket/baseball A type of stitching 2-13

Two Word Verbs Two-Word Verb Give Up Surrender Go On Continue Take Off Put Off Figure Out Track Down Substitute Surrender Continue Depart Delay Solve Find

Slang & Colloquialism We talked about this in previous chapters When using cross-cultural communication, misunderstanding with these words increases. Couch potato Nut job Pumped Douche Bag 2-15

Tips: Communicating Cross-Culturally Do your research Know yourself and your company Adapt your English to your audience Be open to change 2-16