Business Communication Today

Chapter 3
Communication Challenges in a Diverse,
Global Marketplace

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 1

 Learning Objectives
1. Discuss the challenges and opportunities
of intercultural communication.
2. Define culture, explain how culture is
learned, and define ethnocentrism and
stereotyping.
3. Explain the importance of recognizing
cultural variations and list eight
categories of cultural differences.
Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 2
 Learning Objectives
4. List four general guidelines for adapting
to any business culture.
5. Identify seven steps you can take to
improve your intercultural
communication skills.

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 3

 Understanding the Challenges and
Opportunities of Communication in
a Diverse World
(LO 3.1) Discuss the challenges and
opportunities of intercultural communication.

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 4

 Opportunities in a
Global Marketplace
International Communication Skills

Boost Profit, Revenue &

Market Share

Yes
No
Affect Business Efforts

0% 20% 40% 60% 80% 100%

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 5

 The Advantages
of a Diverse Workforce
Obtaining More Views and Ideas

Understanding of Diverse Markets

Accessing a Broader Pool of Talent

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 6

 The Challenges of
Intercultural Communication
Connecting with Diverse Employees

Working Closely Together in Teams

Sending and Receiving Messages

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 7

 Summary of Discussion
• In this section, we discussed the following:
– Opportunities in a Global Marketplace
– The Advantages of a Diverse Workforce
– The Challenges of Intercultural Communication
• The next section will cover Developing
Cultural Competency.

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 8

 Developing Cultural Competency

(LO 3.2) Define culture, explain how culture is

learned, and define ethnocentrism and
stereotyping.

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 9

 Understanding the
Concept of Culture
Symbols Beliefs

What Is
Attitudes Values
Culture?

Expectations Norms

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 10

 Understanding the
Concept of Culture
Automatic •Works on an Unconscious Level

Coherent •Fairly Logical and Consistent

Complete •Answers Life’s Big Questions

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 11

 Overcoming Ethnocentrism
and Stereotyping
What Is Ethnocentrism?
• Judging others according to your standards

What Is Xenophobia?
• Fearing interaction with strangers and foreigners

What Is Stereotyping?
• Ascribing attributes based on a person’s culture
Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 12
 Practicing Cultural Pluralism

Accept Cultures on Their Own Terms

Avoid Making Assumptions

Avoid Making Judgments

Acknowledge Differences
Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 13
 Summary of Discussion
• In this section, we discussed the following:
– Understanding the Concept of Culture
– Overcoming Ethnocentrism and Stereotyping
– Practicing Cultural Pluralism
• The next section will cover Recognizing
Variations in a Diverse World.

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 14

 Recognizing Variations in
a Diverse World
(LO 3.3) Explain the importance of cultural
variations and list eight categories of
cultural differences.

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 15

 Contextual Differences
More Less
Low-Context Culture
Message Content

Circumstances
High-Context Culture
Less More
Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 16
 Legal and Ethical Differences

Seek Mutual Withhold

Ground Judgment

Send Honest Respect Cultural

Messages Differences

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 17

 Social Differences
•Work and Success
•Roles and Status
Formal and •Use of Manners
Informal •Concept of Time
Rules •Orientation to the Future
•Openness and Inclusiveness
•Use of Technology
Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 18
 Nonverbal Differences

Touching
Greetings Formality

Posture
Personal Facial
Space Expressions
Eye Contact

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 19

 Age Differences

Cultures That Value Youth

Cultures That Value Seniority

Cultures With Multiple Generations

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 20

 Gender Differences

•Perception of Men and Women

•Percentage of Management Roles

•Different Communication Styles

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 21

 Religious Differences

Personal Workplace
Beliefs Issues

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 22

 Ability Differences

Respect for Individuals

Sensitivity to Differences

Use of Assistive Technologies

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 23

 Summary of Discussion
• In this section, we discussed the following:
– Contextual Differences
– Legal and Ethical Differences
– Social Differences
– Nonverbal Differences

(Continued on Next Slide)

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 24
 Summary of Discussion
– Age Differences
– Gender Differences
– Religious Differences
– Ability Differences
• The next section will cover Adapting to
Other Business Cultures.

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 25

 Adapting to Other
Business Cultures
(LO 3.4) List four general guidelines for
adapting to any business culture.

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 26

 Adapting to any
Business Culture

Be Aware of Your Ignore the

Own Biases “Golden Rule”

Exercise
Practice Patience
Tolerance,
and a Sense of
Flexibility, and
Humor
Respect
Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 27
 Adapting to
U.S. Business Culture
Individualism Equality

Privacy and
Time Schedules
Personal Space

Communication
Religion
Style
Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 28
 Summary of Discussion
• In this section, we discussed the following:
– Adapting to Any Business Culture
– Adapting to U.S. Business Culture
• The next section will cover Improving
Intercultural Communication Skills.

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 29

 Improving Intercultural
Communication Skills
(LO 3.5) Identify seven steps you can take to
improve your intercultural communication
skills.

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 30

 Studying Other Cultures

Knowledge, Ability, and Motivation

Research, Practice, and Honest Effort

Online Sources, Print Media, and Videos

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 31

 Studying Other Languages

Career Social
Opportunities Situations

Business Language
Relationships Assumptions

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 32

 Respecting Communication
Styles and Preferences
•Approach to Directness

•Degree of Formality

•Preferences for Media

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 33

 Writing Clearly

Choose Words Carefully

Use Short Sentences and Paragraphs

Use Plenty of Transitions

Address Correspondence Properly

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 34
 Writing Clearly

Cite Numbers and Dates Carefully

Avoid Slang, Idioms, and Jargon

Don’t Use Humor and Popular Culture

Meet Your Audience’s Expectations

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 35
 Speaking and
Listening Carefully
• Speak slowly and clearly.
• Don’t rephrase unless it’s needed.
• Look for and ask for feedback.
• Don’t “talk down” to anyone.
• Double-check for agreement.

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 36

 Interpreters, Translators, and
Translation Software
Interpreters for Speaking

Translators for Writing

Computerized Translation Tools

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 37

 Helping Others Adapt to
Your Culture

Help Others Adapt Simplify the

Communication Communication
Styles Process

Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 38

 Summary of Discussion
• In this section, we discussed the following:
– Studying Other Cultures
– Studying Other Languages
– Respecting Communication Styles and
Preferences
– Writing Clearly
– Speaking and Listening Carefully
(Continued on Next Slide)
Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 39
 Summary of Discussion
– Respecting Communication Styles and
Preferences
– Interpreters, Translators, and Translation
Software
– Helping Others Adapt to Your Culture
• This concludes our discussion of Chapter 3:
Communication Challenges in a Diverse,
Global Marketplace.
Copyright © 2016 Pearson Education Limited Chapter 3 ̶ 40