Business Communication Today: Communication Challenges in A Diverse, Global Marketplace

Business Communication Today
Fourteenth Edition
Chapter 3
Communication Challenges in a
Diverse, Global Marketplace
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
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.
Understanding the Opportunities and Challenges of
Communication in a Diverse World
• LO 3.1 Discuss the opportunities and challenges of
intercultural communication.
Opportunities in a Global Marketplace
• International communication skills provide
– Increased profits
– Increased revenue
– Increased market share
– More valued employees
Advantages of a Diverse Workforce
• A broader range of views and ideas
• A better understanding of diverse, fragmented markets
• A broader pool of talent from which to recruit
Challenges of Intercultural Communication
• Connecting with and Motivating Diverse Employees
• Fostering Harmony in Diverse Teams
• Ensuring that Messages are Sent, Received, and Properly
Encoded
Cultural Influences Affect
• Language
• Nonverbal signals
• Word meaning
• Time and space issues
• Rules of human relationships
Developing Cultural Competency
• LO 3.2 Define culture, explain how culture is learned, and
define ethnocentrism and stereotyping.
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
Understanding the Concept of Culture (2 of 2)
• Automatic
• Coherent
• Complete
Overcoming Ethnocentrism and
Stereotyping
Ethnocentrism Xenophobia Stereotyping

Judging Others Fear of Interaction with Ascribing General
According to Your Strangers and Foreigners Attributes Based on a
Standards Person’s Culture
Blank Cultural Pluralism Blank
The Practice of Accepting
Multiple Cultures on Their
Own Terms
Avoid Making Withhold Judgment Acknowledge
Assumptions Distinctions
Recognizing Variations in a Diverse World
• LO 3.3 Explain the importance of recognizing cultural
variations, and list eight categories of cultural differences.
Contextual Differences
High-Context Culture Low-Context Culture
Relies More on Nonverbal Relies More on Verbal
Communication Communication
Less Emphasis on Verbal Less Emphasis on
Communication Nonverbal Communication
Indirect Method of Direct Method of
Communication Communication
Goal is to Build Goal is to Exchange
Relationships Rather Than Information Rather Than
Exchange Information Build Relationships
Legal and Ethical Differences
• Actively Seek Mutual Ground
• Send and Receive Messages Without Judgment
• Send Messages that are Honest
• Show Respect for Cultural Differences
Social Differences
• Attitudes Toward Work and Success
• Roles and Status
• Use of Manners
• Concepts of Time
• Future Orientation
• Openness and Inclusiveness
Nonverbal Differences
• Greetings
• Personal Space
• Touching
• Facial Expressions
• Eye Contact
• Posture
• Formality
Age Differences
• Cultures that Value Youth
• Cultures that Value Age and Seniority
• Cultures with Multiple Generations in Positions of Value
Gender Differences
• General Perceptions of Gender Roles
• Gender Representation in Management Roles
• Different Communication Styles
• Outdated Concepts of Gender and Sexual Orientation
Religious Differences
Personal Beliefs Workplace Issues
Balancing Act Between: Balancing Act Between:
Corporate Culture Upholding and Advancing
Corporate Culture
Personal Beliefs Respecting Employees’
Personal Beliefs
Employee Freedom of Allowing Freedom of
Expression Expression while Maintaining
Legal Compliance
Ability Differences
• Respect for Individuals
• Sensitivity to Differences
• Availability of Assistive Technologies
Adapting to Other Business Cultures
• LO 3.4 List four general guidelines for adapting to any
business culture.
Guidelines for Adapting to Any Business
Culture
• Become Aware of Your Own Biases
• Be careful about applying the “Golden Rule”
• Exercise tolerance, flexibility, and respect
• Practice patience and maintain a sense of humor
Guidelines for Adapting to U.S. Business
Culture
• Individualism
• Equality
• Privacy and Personal Space
• Time and Schedules
• Religion
• Communication Style
Improving Intercultural Communication
Skills
• LO 3.5 Identify seven steps you can take to improve your
intercultural communication skills.
Figure 3.2 Components of Successful
Intercultural Communication
Studying Other Cultures
• Knowledge, Ability, and Motivation
• Research, Practice, and Honest Effort
• Websites, Books, Print Media, Music, and Apps
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 and
Dialects
Respecting Preferences for Communication
Style
• Level of Directness
• Degree of Formality
• Media Preferences
Writing Clearly (1 of 2)
• Choose Words Carefully
• Be Brief
• Use Plenty of Transitions
• Address International Correspondence Properly
Writing Clearly (2 of 2)
• Cite Numbers and Dates Carefully
• Avoid Slang, Idioms, and Business Jargon
• Avoid Humor and References to Pop Culture
Speaking and Listening Clearly (1 of 2)
• Adjust Content and Style
• Be Mindful of Communication Medium and Circumstances
• Be Aware of Nonverbal Communication Styles and Cultural
Norms
Speaking and Listening Clearly (2 of 2)
• Speak Slowly and Clearly Without Being Condescending
• Ask for Feedback and Rephrase as Necessary
• Confirm for Agreement
Using Interpreters, Translators, and
Translation Software
• Interpreters – for spoken communication
• Translators – for both spoken and written communication
• Computerized Translation Tools
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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Ethnocentrism Xenophobia Stereotyping

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