Business Communication Today

Business

Chapter 3
Communication Challenges in a Diverse,
Global Marketplace

Copyright © 2016 Pearson Education, Inc. 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, Inc. 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, Inc. Chapter 3 ̶ 3

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

Copyright © 2016 Pearson Education, Inc. 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% 00%

1

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 5

 The Advantages
of a Diverse Workforce
ObtainingMore
Obtaining MoreViews
Viewsand
andIdeas
Ideas

Understandingof
Understanding ofDiverse
DiverseMarkets
Markets

AccessingaaBroader
Accessing BroaderPool
Poolof
ofTalent
Talent

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 6

 The Challenges of
Intercultural Communication
Connectingwith
Connecting withDiverse
DiverseEmployees
Employees

WorkingClosely
Working CloselyTogether
TogetherininTeams
Teams

Sendingand
Sending andReceiving
ReceivingMessages
Messages

Copyright © 2016 Pearson Education, Inc. 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, Inc. Chapter 3 ̶ 8

 Developing Cultural Competency
Developing

(LO 3.2) Define culture, explain how culture is

learned, and define ethnocentrism and
stereotyping.

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 9

 Understanding the
Concept of Culture
Symbols Beliefs

What Is
Attitudes Values
Culture?

Expectations Norms

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 10

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

Coherent
Coherent •Fairly
•Fairly Logical
Logical and
and Consistent
Consistent

Complete
Complete •Answers
•Answers Life’s
Life’s Big
Big Questions
Questions

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 11

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

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

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

Accept Cultures on Their Own Terms

Avoid Making Assumptions

Avoid Making Judgments

Acknowledge Differences
Copyright © 2016 Pearson Education, Inc. 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, Inc. Chapter 3 ̶ 14

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

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 15

 Contextual Differences
More Less
Low-Context Culture
Message Content

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

SeekMutual
Seek Mutual Withhold
Withhold
Ground
Ground Judgment
Judgment

SendHonest
Send Honest Respect
RespectCultural
Cultural
Messages
Messages Differences
Differences
Copyright © 2016 Pearson Education, Inc. 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, Inc. Chapter 3 ̶ 18
 Nonverbal Differences

Touching
Touching
Greetings
Greetings Formality
Formality

Posture
Posture
Personal
Personal Facial
Facial
Space
Space Expressions
Expressions
Eye Contact
Eye Contact

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 19

 Age Differences

CulturesThat
Cultures ThatValue
ValueYouth
Youth

CulturesThat
Cultures ThatValue
ValueSeniority
Seniority

CulturesWith
Cultures WithMultiple
MultipleGenerations
Generations

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 20

 Gender Differences

•Perceptionof
•Perception ofMen
Menand
andWomen
Women

•Percentageof
•Percentage ofManagement
ManagementRoles
Roles

•DifferentCommunication
•Different CommunicationStyles
Styles

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 21

 Religious Differences

Personal
Personal Workplace
Workplace
Beliefs
Beliefs Issues
Issues

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 22

 Ability Differences

Respect for Individuals

Sensitivity to Differences

Use of Assistive Technologies

Copyright © 2016 Pearson Education, Inc. 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, Inc. 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, Inc. Chapter 3 ̶ 25

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

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 26

 Adapting to any
Business Culture

Be
BeAware
Awareof
ofYour
Your Ignore
Ignorethe
the
Own
OwnBiases
Biases “Golden
“GoldenRule”
Rule”

Exercise
ExerciseTolerance,
Tolerance, Practice
PracticePatience
Patience
Flexibility,
Flexibility,and
and and
andaaSense
Senseof
of
Respect
Respect Humor
Humor

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 27

 Adapting to
U.S. Business Culture
Individualism Equality

Privacy and
Time Schedules
Personal Space

Communication
Religion
Style
Copyright © 2016 Pearson Education, Inc. 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, Inc. Chapter 3 ̶ 29

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

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 30

 Studying Other Cultures

Knowledge,Ability,
Knowledge, Ability,and
andMotivation
Motivation

Research,Practice,
Research, Practice,and
andHonest
HonestEffort
Effort

OnlineSources,
Online Sources,Print
PrintMedia,
Media,and
andVideos
Videos

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 31

 Studying Other Languages

Career Social
Opportunities Situations

Business Language
Relationships Assumptions

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 32

 Respecting Communication
Styles and Preferences
•Approach to Directness

•Degree of Formality

•Preferences for Media

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 33

 Writing Clearly

Choose Words Carefully

Use Short Sentences and Paragraphs

Use Plenty of Transitions

Address Correspondence Properly

Copyright © 2016 Pearson Education, Inc. 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, Inc. 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, Inc. Chapter 3 ̶ 36

 Interpreters, Translators, and
Translation Software
Interpreters for Speaking

Translators for Writing

Computerized Translation Tools

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 37
 Helping Others Adapt to
Your Culture

Help Others Adapt

Communication Simplify the
Styles Communication
Process

Copyright © 2016 Pearson Education, Inc. 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, Inc. 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, Inc. Chapter 3 ̶ 40
 Business Communication Today
Business

Chapter 3
Communication Challenges in a Diverse,
Global Marketplace

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 41

 All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

Copyright © 2016 Pearson Education, Inc. Chapter 3 ̶ 42