bc chap 3 new

Chapter # 03Chapter # 03

Business Communication Business Communication and the Global Contextand the Global Context

““The reasonable person adapts himself to The reasonable person adapts himself to the world, while the unreasonable one the world, while the unreasonable one persists in trying to adapt the world to persists in trying to adapt the world to himself”himself”

What is a culture?

Culture is the "lens" through which you view the world. It is central to what you see,How you make sense of what you see,How you express yourself.

OverviewBackground to Inter-cultural

CommunicationNational cultural National cultural VariablesVariablesEducationLaw and RegulationsEconomicsPoliticsReligionSocial NormsLanguage

Individual Cultural Individual Cultural variablesvariables

Time SpaceFoodAcceptable dressMannersDecision makingVerbal and Non-Verbal

Communication

INTERCULTURALCOMMUNICATIONINTERCULTURALCOMMUNICATION

Intercultural Communication is the process Intercultural Communication is the process of sending and receiving messages of sending and receiving messages between people whose cultural background between people whose cultural background could lead them to interpret verbal and could lead them to interpret verbal and non-verbal signs differently.non-verbal signs differently.

Background to Inter-cultural CommunicationGlobalization: the process of increasing the

connectivity and interdependence of the world's markets and businesses.

Therefore understanding others culture is very important

You should also be familiar with your own ethnic diversity

High Context and Low Context CulturesHigh Context and Low Context Cultures

High Context Culture:- Cultures that rely heavily on non-verbal and subtle situational cues in communication. Eg.Japan, China, and Arab countries

Low Context Culture:- Cultures that rely heavily on words to convey meaning in communication. Eg. North America, Scandinavia, and Germany.

Cultural ContextCultural Context

Low Context• Linear Logic• Direct• Literal• Action-oriented• Individualistic

High Context• Spiral Logic• Indirect• Figurative• Contemplative• Group-oriented

Selected Dimensions of Culture

IndividualismIndividualismHigh-context cultures prefer group

values, duties, and decisions.Low-context cultures tend to prefer

individual initiative, self-assertion, personal achievement.

Selected Dimensions of Culture

FormalityFormalityOther cultures may prefer

more formality.North Americans place less

emphasis on tradition, ceremony, and social rules.

Selected Dimensions of Culture

CommunicationCommunication StyleStyleHigh-context cultures rely on nonverbal

cues and the total picture to communicate. Meanings are embedded at many social levels.

Low-context cultures emphasize words, straightforwardness, openness. People tend to be informal, impatient, literal.

Selected Dimensions of Culture

Time OrientationTime OrientationTime is unlimited and never-ending in

some cultures. Relaxed attitude toward time.

Time is precious to North Americans. It correlates with productivity, efficiency, and money.

High-Context and Low-Context Cultures

HighHigh

LowLow

JapaneseArabLatin AmericanSpanishEnglishItalianFrenchNorth AmericanScandinavianGermanSwiss

Mary Ellen Guffey, Business

Communication: Process and Product, 6e

Ch. 3, Slide 15

Cultural Contrasts in Written Business Communication

ArabAmerican Japanese

Cultural Objectives

Provide information

Seek information, offer proposal

Exchange information

Opening

State objective directly

Offer thanks, apologize

Issue personal greeting

Body Present facts and plans of action, direct approach

Pose questions, solicit information

Provide back-ground data, use indirect approach

Mary Ellen Guffey, Business

Communication: Process and Product, 6e

Ch. 3, Slide 16

Cultural Contrasts in Written Business Communication

ArabAmerican JapanesePersuasion tools

Immediate gain or loss of opportunity

Waiting Personal connection, future opportunityStyle Urgency, short sentences

Modesty, minimize positionElaborate expression

Closing Affirmative, specific requests

Maintain harmony, future relationship

Future relationship, personal greetingCultural values

Efficiency, directness, action

Politeness, indirectness, relationship

Status, continuation, recognition

Mary Ellen Guffey, Business

Communication: Process and Product, 6e

Ch. 3, Slide 17

U.S. ProverbsHe who holds the gold

makes the rules.Waste not, want not.The early bird gets the

worm.If at first you don’t

succeed, try, try again.

Proverbs Reflect CultureProverbs Reflect Culture

Mary Ellen Guffey, Business

Communication: Process and Product, 6e

Ch. 3, Slide 18

Chinese ProverbsA man who waits for a roast

duck to fly into his mouth must wait a very, very long time.

A man who says it cannot be done should not interrupt a man doing it.

Give a man a fish, and he will live a day; give him a net, and he will live a lifetime.

Proverbs Reflect CultureProverbs Reflect Culture

Mary Ellen Guffey, Business

Communication: Process and Product, 6e

Ch. 3, Slide 19

No one is either rich or poor who has not helped himself to be so. (German)

Words do not make flour. (Italian)Wealth that comes in at the door unjustly,

goes out at the windows. (Egyptian)

Proverbs Reflect CultureProverbs Reflect Culture

Other Proverbs

Comparative Management Focus: Communicating with Arabs

Achieving Multicultural Sensitivity

Avoiding Ethnocentrism Ethnocentrism is the belief that one’s own

cultural background is superior to that of others.

To overcome ethnocentrism, Avoid assumptionsAvoid judgments

Comparing U.S. and Foreign Views

How Many U.S. Persons View Themselves

Informal, friendly, casualEgalitarianDirect, aggressiveEfficientGoal- and achievement-

orientedProfit-orientedResourceful, ingeniousIndividualistic, progressiveDynamic, identify with workEnthusiastic, prefer hard sellOpen

How Many Foreigners View U.S. Persons

Undisciplined, too personalInsensitive to statusBlunt, rude, oppressiveOpportunistic, obsessed with timePromise more than they deliverMaterialisticDeals more important than peopleSelf-absorbedDrivenDeceptive, fearsomeWeak, untrustworthy

Cultural DifferenceCultural DifferenceBehaviour Attribution

American

"How long will it take you to finish this report?"

American

I asked him to participate.

Greek His behaviour makes no sense. He is the boss. Why doesn't he tell me?

Greek "I don't know. How long should take?"

American

He refused to take responsibility.

Greek I asked him for an order.American

"You are in the best position to analyze time requirements."

American

I press him to take responsibility for his actions.

Greek What nonsense: I'd better give him an answer.

Greek "10 days." American

He lacks the ability to estimate time; this time estimate is totally inadequate.

American

"Take 15. Is it agreed? You will do it in 15 days?"

American

I offer a contract.

Greek These are my orders: 15 days.

Cultural Difference (cont.)Cultural Difference (cont.)

In fact, the report needed 30 days of regular work. So the Greek worked day and night, but at the end of the 15th day, he still needed to do one more day's work.

Behaviour  Attribution American

"Where is the report?" American

I am making sure he fulfills his contract.

Greek He is asking for the report.Greek "It will be ready tomorrow." (Both attribute that it is not

ready.)American

"But we agreed it would be ready today."

American

I must teach him to fulfill a contract.

Greek The stupid, incompetent boss! Not only did he give me the wrong orders, but he doesn't even appreciate that I did a 30-day job in 16 days.

The Greek hands in his resignation.

The American is surprised.

Greek I can't work for such a man.

An Intercultural Communication Model

We are more comfortable with familiar peopleBasic human characteristics are common to allFor a Doctor, working of a human body is same

in America and Malaysia Acts of walking, love for family, shaking handsCore cultural values are close to being fixedLearning the differences in moral and ethical

concepts of different ethnic groups is important

Intercultural Communication Model A message encoded in one culture must

be decoded in another culture Culture shapes the individual

communicator Different cultures lead to

communication difficulties Through the study and understanding of

IC, we can overcome these difficulties

Intercultural Communication Model Factors

There are other factors besides culture shaping the individualPeople vary from each other within any one culture

Process When a message reaches a culture where it is to be decoded,

it undergoes a transformation in which the influence of the decoding culture becomes a part of the message meaning

The meaning content of the original message becomes modified during the decoding phase of intercultural communication BECAUSE

The decoder and the encoder possess different sets of cultural meanings

"Have you had lunch?" (Politeness or invitation?) "Where are you going?" (Showing concern or intruding into

privacy)

Sender Message

Receiver Message

EducationLaws/RegulationEconomicsPoliticsSocial NormsLanguageReligion

Time SpaceFoodDressMannersDecision Making

National Variables Individual Variables

Variables

Cultural Overlapping Variables

Cultural Overlap

Cultural Similarities and Dissimilarities

National Cultural Variables

National Cultural VariablesThese are the MACRO or global constraintsEducationLaw and RegulationsEconomicsPoliticsReligionSocial NormsLanguage

EducationYou should be aware of the education level

of the person you are speaking to. Management education is more prevalent

in U.S. Some countries have no academic courses

in communication trainingE.g. ChinaGo beyond your initial inferences and

assumptions before concluding anything

EducationEducation Levels of Chinese, Asian and U.S Mangers

Highest level of education

Chinese % Asian % U.S %

Less than high school

5.4 2.5 0.1

High school graduate

31.8 12.4 3.2

Some college 34.6 19.4 16.9

Undergraduate degree

27.6 65.4 79.8

Post graduate degree

0.7 25.0 30.0

Law and RegulationsYou and your legal department must be aware

of the law matters internationallyIn both the under-developed and developed

nations, various government regulations affect business communications and sale of products.

Examples:Examples:Advertising children is restricted in U.S, Canada,

Scandinavian states.“Cigarette” is restricted in EuropeFrance, Mexico and Province of Quebec have

restriction on the use of foreign languages in advertisements.

EconomicsAvailability of capital and transportation and

the standard of living per capita vary from nation to nation.

The opportunity to borrow money, the rate of inflation (price raise), and the exchange rates influence business and a country’s ability to communicate concerning that business.

For example in Pakistan the competitors usually set their own prices.

In contrast IEEE set their own standards for different computer equipments

PoliticsPolitics also effect our communication when

we are doing business which can even result in personal harm.

Even concepts of democracy vary in different countries

There are different indices of measuring political instability in any country

Have a pre knowledge of it.

ReligionHomogeneity and diversity of belief structureReligion in different areas of the world can effect

the business and communications.Some basic beliefs may be same but different

religions have major differences which, if not understood well can lead to great loss.

In U.S Muslims, Protestants, Catholic, Hindu, Buddhist live.

Great tolerance is required Recent statistics have shown some religions have

totally changed the style of business and even the structure of that specific country.

ReligionConsumption of alcoholHolidaysStatus of women

Social NormsImportance of family, influence of past

colonial influencesIn various ways national environmental

constraints, education, law and regulations, economics, politics and religion effect a nation’s social norms.

In most of the countries Male line of family takes family decisions.

Beyond family, bond may exist between persons, based on caste, class, age

LanguageEvery body knows that knowing the language

of your country is the most significant contribute to improved communication, on personal and business level.

Your communication is good when both sender and receiver have same language.

English is world language.Young people mostly are able to speak and

understand English but few are the old people

Individual Cultural Individual Cultural variablesvariables

Individual Cultural variablesIndividual Cultural variablesOn the micro or personal level each

individual exhibits own habits and behavior.

Time SpaceFoodAcceptable dressMannersDecision makingVerbal and Non-Verbal Communication

Time Time is also factor in communication. Germans are time-precise; rarely do you wait for an

appointment in Germany. Specify exact opening and closing time for business

In Latin America and Buddhist cultures-waiting is acceptable, same is the example here in Pakistan.

Referring to seasons of the year differ; some say winter, spring, etc; some say dry, rainy.

Some cultures are casual some are precise about time, like we’ll talk at 8:15 am tomorrow, some say we’ll talk some time tomorrow.

Sometimes delays due to lack of equipment

SpaceHow close may stranger stand to you? Americans want more space, less do Arabs

and Latin AmericansRoom spaces also differ.Make sure what is the average acceptable

space between the natives of your host country

FoodEating habits are different throughout the

worldDepends on religion, agriculture and

climatic conditions

Acceptable dressDress also has value in communication.

When u have good dress then sound will be clear.

So its very important when you are communication in front of gathering, your dress should be perfect.

MannersSee children to know manners of eldersThey shake hand in Germany, hug in Italy, and

stay in background in IndiaYou bring a gift when visiting most homes in

Europe If you bring flowers, avoid Red Roses in

Germany and white chrysanthemum in France, Belgium and Japan.

2-3 hours lunch in Europe is acceptable.Many people sit on single table to eat in AsiaIn Saudi Arabia, you will learn that the junior

prince is silent when a senior enters.

Decision makingPatience above all is needed in intercultural

communication, in doing business with other countries.

American are typecast as moving too quickly in asking for a decision.

Americans are accused of (blame) being quick; “we wish to get to the point fast.”

When one reaches Japan, decision time is held back as group consensus moves toward a decision.

As you can imagine much time is spent in reaching an answer. Thus patience-and your understanding of the decision process-add to your success in dealing with a foreign environment.

Verbal and Non-Verbal CommunicationVerbal:Verbal:Regardless of culture, a kind of verbal

communication occurs when strangers meet, each seeking to determine which topics are acceptable and non-controversial (not in).

Additionally, tone of voice of one’s initial words can influence your initial perception of whether the meeting is positive or negative.

We judge people to a great extent by their voice. Some native languages demand many tonal

variations, giving the impression to a non-native of loudness, even arrogance.

“see you later” means same day sometime for Asians and some indefinite time for Americans.

“Yes” for Asian may mean a yes or a no Be sure about the volume, pitch and rate of

voice

Non- Verbal:Non- Verbal:Many nonverbal symbols exists for

every culture, even in subcultures.Knowing the major desirable and

undesirable cues (signs) helps knowing both intended and unintended communication errors.

for example A handshake is a traditional form of greeting in the west.

Eye Contact

In some cultures, looking people in the eye is assumed to indicate honesty and In some cultures, looking people in the eye is assumed to indicate honesty and straightforwardness; in others it is seen as challenging and rude.

s; in others it is seen as challenging and rude.

In USA, the cheapest, most effective way to connect with people is to look them into the eye. Most people in Arab culture share a great deal of eye contact and may regard too little as disrespectful. In English culture, a certain amount of eye contact is required, but too much makes many people uncomfortable. In South Asian and many other cultures direct eye contact is generally regarded as aggressive and rude.

Eye Contact

Gesture:•A motion of the hands, head or body to emphasize an idea or emotion.A motion of the hands, head or body to emphasize an idea or emotion.

USA=OK JAPAN=MONEY

RUSSIA=ZERO BRAZIL=INSULT

How can the same Gestures be treated differently in different cultures

Mary Ellen Guffey, Business

Communication: Process and Product, 6e

Ch. 3, Slide 57

PracticeToleranceOpen-mindedness

Empathy

See the world through another’s eyes

Bridging the Gap Between Bridging the Gap Between CulturesCultures

Mary Ellen Guffey, Business

Communication: Process and Product, 6e

Ch. 3, Slide 58

In high-context cultures opt for indirectness to help preserve harmony.

Respect the image a person holds in his or her social network.

Bridging the Gap: Saving Bridging the Gap: Saving FaceFace

Mary Ellen Guffey, Business

Communication: Process and Product, 6e

Ch. 3, Slide 59

Be patientWait and listenEmbrace silence

Recognize the effort non-native speakers are making

Bridging the Gap: PatienceBridging the Gap: Patience

Mary Ellen Guffey, Business

Communication: Process and Product, 6e

Ch. 3, Slide 60

Learn foreign phrases.

Use simple English.Speak slowly and

enunciate clearly.Observe eye

messages.Encourage accurate

feedback.

Improving Intercultural Improving Intercultural CommunicationCommunication

Check frequently for comprehension.

Accept blame.Listen without

interrupting.Smile when

appropriate.Follow up in writing.

Oral Oral Messages

Messages

Mary Ellen Guffey, Business

Communication: Process and Product, 6e

Ch. 3, Slide 61

Consider local formats.

Observe titles and rank.

Use short sentences and short paragraphs.

Avoid ambiguous expressions.

Improving Intercultural Improving Intercultural CommunicationCommunication

Strive for clarity. Use correct grammar.Cite numbers

carefully.Accommodate reader

in organization, tone, and style.

Written Written

Messages

Messages

End

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 3, Slide 62