1. 3 Intercultural Communication Business Communication:
Process and Product, 8e
Mary Ellen Guffey and Dana Loewy
Instructor PowerPoint Library, 8e
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2. Learning Objective 1
Understand the powerful effects of globalization and the major trends fueling it.
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3. Markets Go Global
American companies in global markets must adapt to other cultures.
Mergers, acquisitions, and buyouts stir growth beyond national boundaries.
Increasingly even many home-grown businesses are controlled by global enterprises.
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4. Major Trends Fuel Globalization
Stagnating or declining domestic markets
Favorable trade agreements and removal of trade barriers
Robust middle classes in emerging economies
Advancements in transportation and logistics
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Information and communication technology breakthroughs

5. Domestic Workforce Is Becoming Increasingly Diverse
Immigration makes intercultural communication increasingly necessary.
Business commu- nicators must learn to adapt to an intercultural workforce and multinational companies.
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6. Learning Objective 2
Define culture, name its primary characteristics, and explain five key dimensions of culture including context, individualism, time orientation, power distance, and communication style.
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7. Characteristics of Culture
Culture is learned.
Cultures are inherently logical.
Culture is the basis of self-identity and community.
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Culture combines the visible and invisible.
Culture is dynamic.

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

9. High and Low Context Low-context cultures High-context cultures
Tend to be logical, linear and action oriented.
Tend to be relational, collectivist, intuitive, and contemplative.
Favor explicit messages that they consider to be objective, professional, and efficient.
Leave much unsaid and transmit communication cues by posture, voice inflection, gestures, and facial expression.
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10. Individualism and Collectivism
Low-context cultures
High-context cultures
Tend to prefer initiative, self-assertion, and personal achievement.
Tend to prefer group values, duties, and decisions.
Believe in individual action and personal responsibility.
Emphasize membership in organizations, groups, and teams.
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Desire a large degree of freedom in their
personal lives.
Encourage acceptance of group values, duties, and decisions.

11. Time Orientation Time is precious to North Americans.
Time correlates with productivity, efficiency, and money.
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Time is seen as unlimited and never-ending in some cultures.
South Americans have a more relaxed concept of time.

12. Power Distance
Hofstede’s Power Distance Index compares societies based on how far the less powerful members of organizations and institutions accept an unequal distribution of power.
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13. Power Distance High power distance countries
Low power distance countries
Subordinates expect formal hierarchies and embrace relatively authoritarian, paternalistic power relationships.
Subordinates consider themselves as equals of their supervisors.
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Relationships between individuals of varying power tend to be more democratic, egalitarian, and informal.

14. Communication Style Low-context cultures High-context cultures
Emphasize words, directness, and openness; people tend to be informal, impatient, and literal.
Rely on nonverbal cues and the total picture to communicate; meanings are embedded at many sociocultural levels.
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15. 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
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Low-Context Cultures
Logical
Linear
Individualistic
Action-oriented
Low Context

16. Proverbs Reflect Culture
U.S. Proverbs
He who holds the gold makes the rules.
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Waste not, want not.
The early bird gets the worm.
If at first you don’t succeed, try, try again.

17. Proverbs Reflect Culture
Chinese Proverbs
A man who waits for a roast duck to fly into his mouth must wait a very, very long time.
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A man who says it cannot be done should not interrupt a man doing it.

18. Proverbs Reflect Culture
Other Proverbs
No one is either rich or poor who has not helped himself to be so. (German)
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Words do not make flour. (Italian)
Wealth that comes in at the door unjustly goes out at the windows. (Egyptian)

19. Learning Objective 3
Discuss strategies for enhancing intercultural effectiveness, reflect on nonverbal intercultural communi-cation, assess how social media affect intercultural communication, and apply techniques for successful oral and written interactions across cultures.
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20. Strategies for Improving Your Intercultural Effectiveness
Building cultural self-awareness
Understanding generalizations and stereotyping
Being open-minded
Curbing ethnocentrism
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Saving face

21. Oversimplified behavioral pattern applied uncritically to groups
How We Form Judgments
Negative!
Stereotype
Oversimplified behavioral pattern applied uncritically to groups
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22. Rigid attitude based on erroneous beliefs or preconceptions
How We Form Judgments
Negative!
Prejudice
Rigid attitude based on erroneous beliefs or preconceptions
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23. Prototype How We Form Judgments
Positive!
Prototype
Mental representation based on characteristics that are flexible and open to new definitions
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24. How We Form Judgments Question 1:
Why is it important to make generalizations in describing cultural prototypes?
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25. Are all generalizations invalid?
How We Form Judgments
Question 2:
Are all generalizations invalid?
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26. Successful Nonverbal Intercultural Communication
Deciphering nonverbal messages is even more difficult when cultures differ.
Although nonverbal behavior is problematic between cultures, it conveys meaning.
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Gestures can create very different reactions in different cultures; be careful in using and interpreting them.

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

28. How Technology and Social Media Affect Intercultural Communication
Social media may potentially bridge cultural differences as well as reinforce them.
The online environment may deepen feelings of isolation.
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Global businesses adopt technology to a varying degree, revealing each culture’s values and norms.
In real life as online, we gravitate toward people who seem like us.

29. Social Networking: Erasing or Deepening Cultural Differences
Regional and cultural differences persist.
Media designers adapt to cultural preferences.
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However, aside from language, regional differences on Facebook and Twitter seem minor.

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

31. Enhancing Intercultural Oral Communications
Accept blame.
Listen without interrupting.
Smile when appropriate.
Follow up in writing.
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32. 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.
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33. Improving Intercultural Written Communication
Avoid ambiguous expressions.
Strive for clarity.
Use correct grammar.
Cite numbers carefully.
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34. Learning Objective 4
Grasp the complexities of ethics across cultures, including business practices abroad, bribery, prevailing customs, and methods for coping.
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35. Doing Business Abroad
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Business people may encounter bribery, child-labor abuse, environment mistreatment, and unscrupulous business practices.
U.S. laws require increasing scrutiny of business ethics abroad.
Most companies doing business abroad have ethical codes of conduct.

36. 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.
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Global treaty promoted by the Organization for Economic Cooperation and Development (OECD) in 1999 – bans bribery of foreign government officials.

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

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

39. Applying the Five-Question Test to Intercultural Dilemmas
Even in another culture, these questions can guide your decisions:
Is the action legal? 1
Would you do it if you were on the opposite side? 2
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Can you rule out a better alternative? 3
Would a trusted advisor agree? 4
Would family, friends, employer, or co-workers approve? 5

40. Learning Objective 5
Explain the advantages and challenges of workforce diversity, and address approaches for improving communication among diverse workplace audiences.
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41. Benefits of Workplace Diversity
Diverse Staff Members
Diverse Teams
Better able to read trends and respond to diverse customers at home and abroad
Better equipped to create products that markets require
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Come up with more creative and effective problem-solving techniques
More likely to see opportunities that a homogeneous group would miss

42. 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
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Companies that figure out the diversity challenge have a competitive advantage.

43. 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.”
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44. Diversity and Discord
Diversity can cause divisiveness, discontent, and clashes.
Many identity groups may have legitimate gripes (gender issues, sexism, harassment, communication style).
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45. Improving Communication Among Diverse Workplace Audiences
Seek training.
Understand the value of differences.
Don’t expect conformity.
Make fewer assumptions.
Build on similarities.
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46. END
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