Business Communication Today

Fourteenth Edition, Global Edition

Chapter 3
Communication Challenges in a
Diverse, Global Marketplace

Dr. Mansour Lotayif

Professor of Business Administration
ASU 2021

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Learning Objectives
3.1 Discuss the opportunities and challenges of intercultural
communication.
3.2 Define culture, explain how culture is learned, and define
ethnocentrism and stereotyping.
3.3 Explain the importance of recognizing cultural variations,
and list eight categories of cultural differences.
3.4 List four general guidelines for adapting to any business
culture.
3.5 Identify seven steps you can take to improve your
intercultural communication skills.

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1-Opportunities in a Global Marketplace

• International communication skills provide

– Increased profits
– Increased revenue
– Increased market share
– More valued employees

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2-Advantages of a Diverse Workforce

• A broader range of views and ideas

• A better understanding of diverse, fragmented
(disjointed) markets
• A broader pool of talent from which to recruit

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3-Challenges of Intercultural Communication

• Connecting with and Motivating Diverse Employees

• Fostering (encouraging ) Harmony in Diverse Teams
• Ensuring that Messages are Sent, Received, and Properly
Encoded

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4-Cultural Influences Affect

1. Language
2. Nonverbal signals
3. Word meaning
4. Time and space issues
5. Rules of human relationships

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5-Understanding the Concept of Culture (1 of
2)

• We Each Belong to Several Cultures, each with its Own

Special Language and/or Customs

– Ethnic group
– Religious group
– Professional group

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6-Overcoming Ethnocentrism and
Stereotyping

Ethnocentrism Xenophobia Stereotyping

Judging Others Fear of Interaction with Assigning General
According to Your Strangers and Foreigners Attributes Based on a
Standards Person’s Culture
Avoid Making Withhold Judgment Acknowledge
Assumptions Distinctions

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7-Contextual Differences
High-Context Culture
Relies More on Nonverbal
Communication
Less Emphasis on Verbal
Communication
Indirect Method of
Communication
Goal is to Build
Relationships Rather Than
Exchange Information
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Low-Context Culture
Relies More on Verbal
Communication
Less Emphasis on
Nonverbal Communication
Direct Method of
Communication
Goal is to Exchange
Information Rather Than
Build Relationships
8-Legal and Ethical Differences

• Actively Seek Mutual Ground

• Send and Receive Messages Without Judgment
• Send Messages that are Honest
• Show Respect for Cultural Differences

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9-Social Differences

• Attitudes Toward Work and Success

• Roles and Status
• Use of Manners
• Concepts of Time
• Future Orientation
• Openness and Inclusiveness

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10-Nonverbal Differences
• Greetings
• Personal Space
• Touching
• Facial Expressions
• Eye Contact
• Formality

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11-Age Differences

• Cultures that Value Youth

• Cultures that Value Age and Seniority
• Cultures with Multiple Generations in Positions of Value

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12-Gender Differences

• General Perceptions of Gender Roles

• Gender Representation in Management Roles
• Different Communication Styles
• Outdated Concepts of Gender and Sexual Orientation

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13-Guidelines for Adapting to Any Business Culture
1. Become Aware of Your Own Biases
2. Be careful about applying the “Golden Rule”
3. Exercise tolerance, flexibility, and respect
4. Practice patience and maintain a sense of humor
5. Individualism
6. Equality
7. Privacy and Personal Space
8. Time and Schedules
9. Religion
10. Communication Style
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14-Figure 3.2 Components of Successful
Intercultural Communication

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14-1-Studying Other Cultures
• Knowledge, Ability, and Motivation
• Research, Practice, and Honest Effort
• Websites, Books, Print Media, Music, and Apps

14-2-Studying Other Languages

• Increased Career Opportunities
• Common Phrases for Everyday Business and Social Situations
• Mobile Devices, Apps, and Websites
• Avoid Assumptions and Learn About Other Languages

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14-3-Respecting Preferences for
Communication Style

• Level of Directness
• Degree of Formality
• Media Preferences

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14-4-Writing Clearly (1 of 2)
• Choose Words Carefully
• Be Brief
• Use Plenty of Transitions
• Address International Correspondence Properly
• Cite Numbers and Dates Carefully
• Avoid Slang, Idioms (Expressions), and Business Jargon
• Avoid Humor (funniness) and References to Pop Culture

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14-5-Speaking and Listening Clearly (1 of 2)
• Adjust Content and Style
• Be Mindful (careful) of Communication Medium and
Circumstances
• Be Aware of Nonverbal Communication Styles and Cultural
Norms
• Speak Slowly and Clearly
• Ask for Feedback and Rephrase as Necessary
• Confirm for Agreement

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14-6-Using Interpreters, Translators, and
Translation Software
• Interpreters – for spoken communication
• Translators – for both spoken and written communication
• Computerized Translation Tools
14-7- Helping Others Adapt to Your Culture
• Look for Opportunities to Help
• Offer Advice on Word Choice
• Suggest Appropriate Communication Styles and Media
• Help Simplify the Communication Process

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