Techniques of Cross-cultural Communication

Techniques of Cross-cultural Communication

OverviewOverview

æThe Importance of Cross-cultural Communication in BusinessæProblems of Cultural DifferencesæProblems of LanguageæSome Solutions for Improved Communication

Why is communicating across cultures important to business?Why is communicating across

cultures important to business?æTechnological advances have made doing business

more global.æUnderstanding those who buy and use a company’s

products or services helps you design ones that fit your customers’ needs.æSuccessful communication improves productivity and

creates a comfortable workplace.æCommunicating with those from other cultures enriches

your business and personal life.

Problems of Cultural DifferencesProblems of Cultural Differences

æBody positions and movement æViews and practices concerning factors of human

relationshipsæEffects on business communication techniques

Body Positions and MovementBody Positions and Movement

æBody PartsæGesturesæEye ContactæHandshakingæFacial Expression

Some Gesture DifferencesSome Gesture Differences

Strong, insulting(Nigeria and Australia)

Fine, Good going, Everything is okay(America)

Thumbs up

Double, insulting(with palm in)(England)

Victory or peace(with palm out)(America)

Raised hand, fingers in “V” position

Rude to point a finger(Japan)

Come here(America)

Raised hand with index finger extended, head high

No(Europe)

Good-bye(America)

Hand up, palm out, wrist stiff, back and forth motion

Meaning 2Meaning 1Gesture

The Cultural IcebergThe Cultural Iceberg

Attitudes Toward Factors of Human Relationships

Attitudes Toward Factors of Human Relationships

æTimeæSpaceæFranknessæBuilding RelationshipsæGift giving & ValuesæExpression of Emotions

Effects on Business Communication Techniques

Effects on Business Communication TechniquesæOur communication techniques are not

universally acceptable.æOur techniques do not work with all English-

speaking people.æProblems can be overcome by learning about

other cultures.

British English vs. American EnglishBritish English vs. American English

TrashBinPantsTrousersBillion (9 zeros)Billion (12 zeros)FriesChipsCalledPhonedGuysBlokesElevatorLiftMeaning

Differences

MomMumGeneralizeGeneraliseLaborLabourSpelling

Differences

AmericanBritish

Problems of LanguageProblems of Language

æLack of language equivalencyæDifficulties in using EnglishæMultiple meanings of wordsæTwo-word verbsæCulturally derived words

Language Equivalency Examples

Language Equivalency Examples

æNo such wordæThe Japanese have several words to define fine

shadings of dependence, obligations, and responsibility that are difficult to translate to English because our culture has not learned to experience them.

æNo need for the wordæNo equivalent grammatical form

Examples of Multiple MeaningsExamples of Multiple Meanings

ærunæfastæring

Substitutes for Two-word VerbsSubstitutes for Two-word Verbs

searchtrack downholdtie downpreventshut outkillput awayexcited, nervouskeyed upclowncut up

SubstituteTwo-word Verb

Avoid Culturally Derived WordsAvoid Culturally Derived Words

æSlang expressions æIdioms and colloquialisms

Clichés and IdiomsClichés and IdiomsæA cliché is an overused worn out phrase that has lost its capacity to

communicate effectively. Eg: Time will tell, no news is good news etc.

æAn idiom is a word or phrase that has a different meaning from its literal meaning. Eg: Pass the buck, the last straw etc.

Some Idioms to AvoidSome Idioms to Avoid

æburn your bridgesæcold turkeyædoggie bagæ fat chanceæhave your cake and eat it tooæ in a nutshellæ let the cat out of the bagæpot calling the kettle black

æpull no punchesæstick in the mud through thick and thinæ tie the knotæ tighten one’s beltæup a treeæwalk on airæwheel and dealæworth one’s salt

Some bloopers - triviaSome bloopers - triviaæWhen Coca Cola first attempted to market its drink in China, the

characters representing it sounded like Coca Cola but translated into “a wax flattened mare”

æOlympia tried to introduce a photo copier in Chile under the name “Roto” which is the Spanish word for broken!

æAmerican Motor Company’s Matador translated into killer in Puerto Rico, clearly not a good name in a place with high traffic fatality rates

æBacardi developed and launched a fruity drink, calling it Pavian, which in German means Baboon

Anecdotes and Suggestions for Communicating Successfully Across CulturesAnecdotes and Suggestions for Communicating Successfully Across Cultures

æTalk or write as simply and clearly as possibleæWord questions carefullyæAvoid double questionsæAvoid yes/no questionsæAvoid negative questions

æUse continuous confirmationæUse back translating when possibleæUse technology to assist with written and oral

communication

Anecdotes and Suggestions for Communicating Across Cultures SuccessfullyAnecdotes and Suggestions for Communicating Across Cultures Successfully

æForm of Printed Corporate Communication.æPresent the card appropriately & purposefully.æHave a conversation long enough to be sure you want the person you just

met to have your card.æAffix your card to your presentation folder/corporate literature. Some may

not be familiar with you or the company you represent.

Your Business CardsYour Business Cards

æKeep your cards protected & fresh. They are the symbol of you & your Co. æPersonalize your card, by underlining your name & writing a few words on

the reverse while you present gifts/flowers.æDon’t present your card during a meal, formal or not. æPrint on the reverse, in language of country.æBusiness begins as you present your card.

Your Business CardsYour Business Cards

Thoughts?Thoughts?æJust as our culture has advanced in its technological sophistication,

it has advanced in the sophistication of its body signals, gestures, and attitudes toward time, space, and such. Thus, the ways of our culture are superior to those of most other cultures." Discuss this view

Thoughts?Thoughts?æContrast the place of women in society across different cultures

ExerciseExerciseæLast year, our laboratory made a major breakthrough in design that really

put sales in orbitæYou will need to pin down Mr. Wang to put across the need to tighten up

expenses. æRecent losses may have us on the ropes now, but we expect to get out

of the hole by the end of the year. æWe will kick off the advertising campaign in February, and in April we will

bring out the new productsæMaryellen gave us a ballpark figure on the project, but I think she is ready

to back down from her estimate.

Exercise - AnswersExercise - AnswersæLast year our laboratory made a major discovery that increased sales

greatly.æYou will need to talk to Mr. Wang and convince him to decrease his

expenses.æRecent losses have decreased our financial strength, but we expect to

be profitable by the end of the year æWe will begin the advertising campaign in February, and in April we will

begin production of our new products.æMaryellen gave us a general estimate of the cost of the project, but I

think she wants to change it.

“More than technical or infrastructure problems, cultural problems will be the biggest issue that merchants will face in the global marketplace.”

--Bruce Guptill, AnalystThe Gartner Group

Educate yourself in the use of simplified English….