Cultural Diversity &

Business Communication in
the Organization

Chapter 2

Ch.2, Business Communication, Togdheer University, Mohd Haibe 1

An Outline

Ch.2, Business Communication, Togdheer University, Mohd Haibe 2

Cultural Diversity

It simply means understanding that individuals are distinctive

and different from one another in both Secondary and
Primary.
However, many organizations are now preferring on diversity in
the workplace . Others were allocated a specific % for
expatriates.
E.g. Placing diverse Picture employees on their web-pages.

Ch.2, Business Communication, Togdheer University, Mohd Haibe 3

Understanding Organizational Culture

Basically, organizational culture prescribes Do’s and

Don’ts, what is prohibited Vs permitted.

It is understood as customs, norms, beliefs, and values

that guide the behavior of the members in the
organization and it is passed from one generation to
another.

Ch.2, Business Communication, Togdheer University, Mohd Haibe 4

Learning Organization’s culture

a. Through stories
b. Rituals
c. Material symbols
E.g. Office layout (logos, Graphics)
Alert/Notice
Attention
Be Silent
Don’t smoke Visual Communication
Walk slowly
Be careful
Danger
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Continue…
 Culture is not rooted inherent but learned
 In the workplace, 70% of culture can be seen during:
 Visits
 Special occasions
 Speeches
 Giving/taking,
 Eating,
 Greetings)

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Examples of Cross-cultural Diversity

1. Ethnocentrism
- The emotional attitude that one’s own race, nation or culture is
superior to all others
“Listen, My way is the best”
2. Discrimination
 Differential treatment of an individual due to minority status,
disability, language, color, ethnicity or believe system.
 Upcoming years, Gender equality will no longer be the issue
but the Racial problems.
E.g. - we just aren’t equipped to serve people like that”
- “Only age people could have right to lead us ‘’

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Continue…

3. Stereotyping
 Public believes about generalizing an opinion that someone
has on another person/nation based on who they are, where
they're from, what he/she witness for or the language they
speak without getting to know the person.
 E.g. “Asians are extremely intelligent but women are bad drivers “
 Blacks: are drug dealers & gangs members”
 Somali’s : Hard workers , Roaming around, and kind people, work
together

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4. Cultural Blindness
It treats all people as equal and ignores the differences that
people may have. In other words, it is adopting new culture
without knowing if it is wrong or right.
5. Cultural Proficiency
It is a way that allows diverse individuals in the organizations to
interact effectively, respect their ideas, pay tribute, give
chance & consideration, no harm etc.

Ch.2, Business Communication, Togdheer University, Mohd Haibe 9

Communication Addressing

Example: When introducing a group of people,

the proper way to start with is the most senior
members first, followed by women and then
any other member and so on.
Again, be mindful to be more formal as well as
call their Initial name.

Ch.2, Business Communication, Togdheer University, Mohd Haibe 10

Result of Poor Cross-Cultural
communication

a) Loss of customer
b) Poor staff retention
c) Poor working condition
d) Misunderstandings, stress and tension
e) Poor productivity
f) Lack of cooperation
g) Etc

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Cultural Shock

Culture shock is a term used to describe the negative feeling of

(surprise, thought, confusion and etc) felt when people have to
operate within an entirely different cultural or social
environment such as a foreign country.

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Continue…

Ch.2, Business Communication, Togdheer University, Mohd Haibe 13

Tips to remember

Before being expats or visit a country, check

 Is gift-giving appropriate or offensive?
 What is the appropriate value/cost of a gift?
 What items are acceptable?
 When should it be given?
 How should it be wrapped or presented?
 Whether personal favor is credit or debit?

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Gesturing in Communication

A movement of part of the body specially a hand or the

head, to express an idea or a meaning.

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 Handshake is confirm
 Bring smile and eye
contact
 Applicable to all people

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Communications took place among different people

Ch.2, Business Communication, Togdheer University, Mohd Haibe 17

Touch & Handshake

Islam & Hinduism: touching with left hand is insulting

Thumbs up:
America & Europe means OK/approved however it is
considered rude & disrespectful in some Asian scountries .

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Continue…

Countries can be classified into 3categories on

basis of touching
Don’t Touch Moderate Touch

Japan India Italy

USA Ireland Middle East

Canada China Spain

UK France Portugal

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Color

A single color can have many different meaning in different

cultures.
In Asia Orange is positive
In US it is used for road hazard, traffic delay and fast food
restaurant
Green is considered traditional color for Islam & Egypt
Green is a symbol of Ireland , Irish People have St. Patrick's
Day, a religious and cultural holiday means green is
everywhere.
China Blue coloured gifts are associated with death
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Clothing

Traditional clothing is an important part of a

region’s history and identity.
 Colombia & Middle East men tend not to wear
suit jackets and Ties
 India, sari is the traditional dress for women
 Gulf countries, women have to wear Purdha and
mandatory for every women who visits Saudi
 Democratic countries, women’s wear as they
wish
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Greetings

 In Japan: Bow down is the customary greetings

 Westerns: always start with a handshake & smile ,
but, people from Saudi, Spain, France, Italy &
Portugal , kissing on both cheeks is common.
 Most Latino's: are more habituated to physical
contact, Embracing & Eyeconatct Etc.
 In India: usually collide their hands for greeting
others.

Ch.2, Business Communication, Togdheer University, Mohd Haibe 22

Example of different Greetings

Name these Greetings?

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Gifts

 Don’t give chrysanthemums as they are used at funerals

 Don’t give Red flowers as they indicate secrecy
 Don’t give Yellow flower as they indicate jealousy
 Don’t wrap gifts in purple as it is a symbol of bad luck
 If you bring wine, make sure it is a good classic rather than
quantity

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 Cultural Diversity in the workplace
Cons
Pros

 Less integration in beginning ,

 Inspire creativity fearful of law
 Higher chance for personal  Resistance to change
growth/ Cross Training staff  Conflicting working among team
 Diverse team are more productive members
 Global impact /reputation  Talented expats are too cost
 Team sprit  Higher risk , Lessen trust
 High performance  Communication issues
 Understand worldwide business  Discrimination & Bias

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Keep Organizational Culture alive

 Philosophy of Shareholders
 Believe system of the founders
 Top Management
 Senior executives have to act upon it
 Selection Criteria
 Welcome and hire individuals who could fit in organizational scenario
 Frequently training
 Organizations need to teach the culture to the newcomers

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Continue…

Keeping Organizations culture alive

Selection
Founders Criteria
Top Mngt Organization'
philosophy s Culture
Socializatio
n

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Solution to the Cross-cultural
Communication (Managers role)
 Formalize standard policy
 Overcome ethnocentrism
 Give priority to the host culture
 Remove the language barriers & slang
 Pay attention to the invisible things
 Stay away from favoritism
 Mark your words, be genuine
 Respond quickly, patience
 Be transparent and empathy

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Solution to the Cross-cultural
Communication (Employees role)
 Keep your personal beliefs personal
 Learn & respect the cultural variation
 Write and speak clearly
 Listen carefully , Ask politely
 Slow down, be flexible, be optimistic
 Avoid negativity, Interpretation, jokes & assumptions
 Be supportive , trustworthy
 Maintain good protocol

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Classification of Organizational Culture

A. Strong Vs Weak culture

Employees are very passionate with their work, loyalty
, faithfulness and with a great zeal without any
driving forces exist.
In a weak culture, operations will be carried out only
after promotion, and stimulus is made.

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B. Soft Vs Hard culture

In soft culture, employees reflect on their
personal goals and give less importance to
the organization’s one.
However, in hard culture employees put forward
the organizational goals and take it seriously,
never compromise.

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Continue…

C.Formal Vs Informal culture

Employees operate in higher standard on their
responsibility, duties and the whole organization
Whereas, weak culture is just the opposite and
employees are free to do their work as they like.

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Successful Vs. Unsuccessful
Organizational culture
Successful
 Job satisfaction
 Role clarity Unsuccessful
 Commitment  Job dissatisfaction
 Respect & Integrity  Conflict
 Productivity  Misunderstanding,
 Etc tension, stress
 Low job involvement
 Quit the job

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Brainstorming Questions

1. Why do we need culture in the organization?

2. As a human manager what culture will you
suggest to your management to set up in the
workplace?
3. In Burao or Somaliland, Do you know any
company that have a foreign workers and
exercises the right org’l culture? If yes, share
with us, anything that you have observed so
far?
Have you ever been employed with an
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Brainstorming Questions

Do you think that Somali people have a cultural

shock? that we practice as a culture, custom
or norms. If yes, tell us some?
Tell us two visible culture $ two invisible culture
as we learned the lecture now?

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 Any
Thank You
Questions

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