communication 2014
TRANSCRIPT
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Negociacin y Administracin
Intercultural
Vivian Kadelbach
Universidad Anahuac, Mxico Norte
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The importance of communication
World of endless connection Contact with others through communication Cross-cultural communication is increasingly important as we interact
with others from different cultures Business relies more and more on multicultural teams
Engagement in international projects & alliances Standardized vs. localized products & services Forms of management
! Learn to communicate in ways that derive value from differences withoutassuming similarity or impose conformity
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A companys communicationprocess
Macro
Organizational
Micro
Market researchAdvertisingPublic relationsCustomersatisfaction surveys
Connecting mission,vision, strategies &goals with multiculturalcustomer needsCorporate culture
TrainingProject teamsRewarding & motivatingSellingCustomer servicePlanning
Organizing
Connecting with thecustomers/stakeholders in themulticultural marketplace
Connecting customers/stakeholders with those inthe company who add valueto products & services
Connecting with each otherin the multicultural companyto serve customers/stakeholders
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The macro level of communication
Example:Advertising Benefits of standardization Demands of local culture
Products, services, brands & marketingmessages are perceived differently,depending on cultural context
!while the product or service may bestandardized, the message needs to beadapted to the cultural orientations of
the different audiences
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Examples for various messages
Steelcase Strafor:
Britain:
Text: If you are still smiling when youleave the office, it was designed bySteelcase Strafor
Tag line: Steelcase Strafor. More thana partner, a partnership
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Examples for various messages
Steelcase Strafor:
France:
Text: For this smile, Strafor designedthe office
Tag line: Steelcase Strafor. More thana partner
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Examples for various messages
Steelcase Strafor:
Italy:
Text: For this smile, Strafor designedthe office
Tag line: Steelcase Strafor. More thana partner, a friend
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Interpretations of differingmessages
Britain: Higher emphasis on words > lower-
context culture
Add is direct Language is instrumental rather than
expressive
Stress on partnership rather thanpartner > formality & structure
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Interpretations of differingmessages
France: Ad is higher context & more indirect Words used aim more at suggestion &
possibility rather than precision &transfer of information
Ad is less instrumental
Highlights the importance ofrelationship
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Interpretations of differingmessages
Italy: High context Higher stress on relationships
Particularistic rather than universalisticrelationships
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The organizational level ofcommunication
Corporate culture is the system thatconnects the dynamic needs of customersand other stakeholders with those in the
company who bring value to the customer A global corporate culture needs to formintegrating values, mechanisms & processesallowing a company to manage constant
change in a competitive marketplace Primary integrative web connecting thecomponents of a business
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The organizational level ofcommunication
Connection of components of a businessthrough:
Communicate vision, mission, values,
strategies & goals Establish standards for professionalbehavior & job performance
Define internal & external relations
Optimize flow of information throughglobal network
!Provides context for decision making
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The organizational level ofcommunication
A corporate culture should: Be focused on customers &
stakeholders Facilitate learning Knowledge & knowledge
exchange are key
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The micro level of communication
What is communication? Exchange of meaning between individuals If successful it involves little loss of meaning,
establishes or maintains a relationship,leaves open the possibility for furtherexchanges
Ultimate goal is synergy (benefits derived
from collaboration)
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The micro level of communication
The ideal communication process Information flows between sender & receiver Intended message is identical to the received
message
But, cultural frames get in the way: configuration of value orientations
Perceptual window through which theindividual defines him or herself, others, andthe world
Perceptions filtered through the cultural
frame are selective
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The micro level of communication
Potential problems in cross-culturalcommunication:
Environment: control vs. harmony Time: single-focus vs. multi-focus; fixed vs.
fluid; present vs. future Action: being vs. doing Communication: high vs. low context; direct
vs. indirect; expressive vs. instrumental; formalvs. informal Space: private vs. public Power: hierarchy vs. equality
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The micro level of communication
Potential problems in cross-culturalcommunication:
Individualism: individualistic vs. collectivist;universalistic vs. particularistic
Competitiveness: competitive vs. cooperative Structure: order vs. flexibility Thinking: deductive vs. inductive; linear vs.
systemic