1. Intercultural & Strategic Communication
PROF Papiya De
FTMBA/ INTeRCULTURAL & Strategic Com/Trim V/PD

2. The roadmap - Intercultural
What is culture?
Getting to know another culture
Nonverbal Communication in Intercultural Communication
Cultural Rules for Establishing Relationships
Working in a multicultural environment
Organizing messages to other cultures
Intercultural Negotiations

3. The roadmap - Strategic
Organizational Communication
Corporate Reputation
Creating a Communications Plan
Internal Communications
External Communications
Investor Relations
Social Media
Crisis Communication

4. Evaluation Group Assignment: 30 marks Group Presentations: 20 marks
End-semester examination: 40 marks
DCP: 10 marks

5. Risks in International business
Commercial Risks
Financial Risks
Country Risk
Cross Cultural Risk
Risks in International business

6. International managers must have…
Global mindset
Intellectual capital: Business savvy, cosmopolitan outlook
Psychological capital: Passion for diversity, quest for adventure, Self- assurance
Social capital: Intercultural empathy, impact, diplomacy
Cultural intelligence:
Linguistic
Spatial
Intrapersonal
Interpersonal

7. Barriers
Attitude
Perception
Stereotypes
Interpretation

8. The roadmap to Cultural Intelligence
Ethnocentric orientation
Polycentric orientation
Geocentric orientation

9. True of False? Culture is homogenous Culture is a thing
Culture is never uniformly distributed among members of a group
An individual is a member of a single culture
Culture is more than customs
Culture is timeless

10. What is Culture?
Hofstede: Collective programming of the mind that distinguishes the members of one category of people from another
Rao & Thombre: Shared beliefs, attitudes, norms, roles, and values found among speakers of a particular language who live during the same historical period in a specific geographic region
Helen Spencer Oatey: Is a fuzzy set of attitudes, beliefs, behavioural norms, and basic assumptions and values that are shared by a group of people and that influence each member’s behaviour and his/her interpretations of the meaning of other people’s behavior

11. Iceberg Model: Edward T Hall
(1976)

12. Dimensions of Culture: The Onion Model (1991)

13. Hofstede’s cultural index
Power distance
Strict obedience at the upper levels: Mexico, South Korea, India, Japan– Leaders are expected to consult their subordinates when making decisions
Decentralized, flatter organization structures: USA, Canada, Australia, New Zealand, Great Britain, Netherlands – People higher in hierarchy enjoy more de facto respect
India: 77 compared to the world average of 56.5

14. Hofstede’s cultural index
Individualism/collectivism
High individualism connected to high GNP: USA, Canada, Australia, Denmark, Sweden
Prefer personal time, freedom, challenge
Low individualism: less support for the Protestant work ethic: Indonesia, Pakistan, India, South American countries
Prefer training opportunities, good physical conditions, opportunity to use one’s skill on the job
India: Intermediate score of 48

15. Hofstede’s cultural index
Uncertainty avoidance
What is different is dangerous: Germany, Japan, Spain
What is different is curious: Denmark, Great Britain, Singapore
India: A score of 40 against the world average of 65

16. Hofstede’s cultural index
Masculinity/femininity
More assertive, status and gain-oriented: Arab countries, Mexico, Japan, Switzerland, Great Britain, Germany
Acceptance of both roles as provider and care-giver: Chile, Portugal, Thailand, Sweden, Norway, Iceland, Netherlands, Denmark, Finland
India: 56 against the world average of 51

17. Hofstede’s cultural index
Long-term/short-term orientation
Establishing trust and respect, maintaining stability: China, Hong Kong, Taiwan, Japan, South Korea, Brazil
Expecting quick results, seeking what is true, saving little: Pakistan, Nigeria, the Philippines, Canada, Great Britain, the US, New Zealand
India: 61 against a world average of 48

18. Edward T. Hall’s dimension
High context
Low context
Transmits very little in the explicit message
Non-verbal and cultural aspects of what is unsaid more important
Relationships more important than tasks
Value placed on verbal messages that are clear and concise
Data is completely objective
Tasks more important than relationships

19. Low to high continuum US, Canada Germany, Scandinavia
Mediterranean cultures, Spain, Italy, England
Japan, Arab countries

20. Trompenaars Cultural Dimensions
Universalism versus Particularism
Individualism versus Communitarianism
Neutral versus Emotional
Specific versus Diffuse
Achievement versus Ascription
Sequential versus Synchronous time
Internal direction versus External direction

21. Culture shock The honeymoon stage The disenchantment stage
The adjustment phase
The acceptance/adaptation phase
The reentry shock