Chapter 2

Communicating
Across Cultures

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 Chapter Overview

• Why cross-cultural communication is critical to

business
• Dimensions of cultural difference
– Body positions and movements
– Factors of human relationships
• Problems of language
• Advice for communicating across cultures
• Enhancing cross-cultural communication skills
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 The growing importance of cross-cultural
communication
• Technological advances, such as interactive and
mobile communication, have fueled globalization.

• Effective international communication helps you

design products that meet global market needs
and win business.
• Successful communication with international
coworkers improves workplace productivity.
• Communicating with those from other cultures
enriches your business and personal life.
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 Dimensions of cultural difference

What Is Culture?
“The collective programming of the mind
which distinguishes the members of one
category of people from another.”
--Dutch sociologist Geert Hofstede’s
definition of culture
Do you agree? How would you define
culture?
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 Factors Impacting Culture

• Topography
• History
• Religion

Sensitivity to these factors helps you avoid

ethnocentrism.

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 Body Positions and Movement

• Body Parts
• Gestures
• Eye Contact
• Touching and
Handshaking
• Facial Expression(smile)

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 Some Gesture Differences
Gesture Meaning 1 Meaning 2
Hand up, palm out, wrist stiff, Good-bye No
back and forth motion (America) (Europe)
Raised hand with index finger Come here Rude to point a finger
extended, head high (America) (Japan)
Raised hand, fingers in “V” Victory or peace Double, sexual, insulting
position (with palm out) (with palm in)
(America) (England)
Vertical horns Hook’em Horns Your spouse is unfaithful
(Texas) (Italy)
Good luck
(Brazil and Venezuela)
Thumbs up Fine, Good going, Strong, sexual insulting
Everything is okay (Nigeria and Australia)
(America)
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 Different Meanings of Body Language

• The body (bowing, standing)

• Did you know squatting is a very common
business practice in some countries?
• Head movement
• Shaking the head “yes” or “no” means little in
some cultures.
• Hand gestures
• The “peace” sign is considered vulgar in Australia,
and the “OK” sign is insulting in Russia, Germany,
and Brazil!
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 Handshakes Across Cultures

• Americans—firm, 5-7 pumps

• Germans—brusque, firm single pump
• French—light, quick, not offered to
superiors, may include a double kiss
• British—soft, 3-5 pumps
• Arabs—gentle, long-lasting, sometimes with
kisses on both cheeks

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 View and practices concerning
factors of human relationships
• Time
• Space
• Odors
• Frankness
• Social hierarchy
• Workplace values
• Expressions of emotion

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 Business Communication Differences

• Your textbook was written for U.S. readers.

• Guidelines for writing messages may not apply
to all cultures:
• The British prefer a direct approach to negative
messages.
• Asian cultures may view our communication style
as too direct.
• Even social networking preferences vary from
culture to culture.
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 Effects on Business Communication Techniques

• Our communication techniques are not

universally acceptable.
• Our techniques do not work with all English-
speaking people.
• Problems can be overcome by learning about
other cultures.

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 Three Theoretical Frames

• Edward T. Hall
• High-Context vs. Low-Context
• Geert Hofstede
• Power Distance
• Individualism vs. Collectivism
• Masculinity vs. Femininity
• Long-Term vs. Short-Term Orientation
• Richard D. Lewis
• Linear-Actives, Multi-Actives, and Reactives
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 Problems of Language

• Lack of Language Equivalency

• Multiple meanings of words
• Difficulties with English
– Two-word verbs
– Slang and colloquialisms

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 Multiple Meanings of Words

Possible meanings of run:

•To move fast
•To compete for office
•A score in baseball
•A break in a stocking
•A fading of colors
Can you think of more?
fast., ring
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 Substitutes for Two-word Verbs

Two-word Verb Substitute

cut up clown
keyed up excited, nervous
live down remove, overcome
put away kill
shut out prevent
tie down hold
track down search

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 Two-Word Verbs

Two-Word Verb Substitute

act out demonstrate
keyed up excited, nervous
live down remove, overcome
go after pursue
get around prevent, avoid
tie down hold, secure
track down search, find

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 Slang and Colloquialisms
• Slang expressions
• Shifted use (sports, computer,
science)
• Idioms and colloquialisms

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 Some American Idioms to Avoid
• burn your bridges • pull no punches
• cold turkey • stick in the mud through thick and
• doggie bag thin
• fat chance • tie the knot
• gravy train • tighten one’s belt
• have your cake and eat it too• up a tree
• in a nutshell • walk on air
• let the cat out of the bag • wheel and deal
• pot calling the kettle black • worth one’s salt
 Advice for communicating across culture

• Do your research.
• Know yourself and your company.
• Be aware—and wary—of stereotypes.
• Adapt your English to your audience.
– Talk or write as simply and clearly as possible.
– Word questions carefully.
– Use continuous confirmation.
• Be open to change.
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 Adapt your English to your audience

• Talk or write as simply and clearly as

possible
• Word questions carefully
– Avoid double questions
– Avoid yes/no questions
– Avoid negative questions
• Use continuous confirmation
– Use back translating when possible
– Use technology to assist with written and
oral communication
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 British English vs. American English

British American

Spelling Labour Labor

Differences Generalise Generalize
Mum Mom
Meaning Lift Elevator
Differences Blokes Guys
Phones Called
Chips Fries
Billion (12 zeros) Billion (9 zeros)
Tights Panty hose
Trousers Pants
Bin Trash
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 Additional Resources link

• Cross-Cultural Communication
• http://www.mhhe.com/business/buscom/rentz13
e/cross_cultural.html

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 Additional Resources link

• Ten Qualities of an Effective Team Player

• http://www.dummies.com/how-to/content/ten-
qualities-of-an-effective-team-player.html
• Google translator:
• https://translate.google.com/
• Professional Translations. Translate Free
Online
• http://www.worldlingo.com/

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 Additional Resources link

• Cultural Savvy for Competitive Advantage

• http://www.executiveplanet.com/
• What time is it in Kyoto, Japan when it's 9 a.m.
your time? Find out at
• http://timeticker.com/
• Where can you find an online dictionary for
Italian?
• http://www.wordreference.com/enit/welcome

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 Additional Resources link

• Free Online Language Dictionaries

– http://www.worldlingo.com/en/resources/online_
language_dictionaries.html
• ESL: Idioms and Slang
– http://iteslj.org/links/ESL/Idioms_and_Slang/
• Numbers from 1 to 10 in over 5000 Languages
– http://www.zompist.com/numbers.shtml
• http://www.worldwidewords.org/
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 Culture: Questions for Discussion

• What is culture?
• What kinds of factors have influenced national
cultures?
• How have the Internet and increasing global
trade affected cultural differences?
• Why are people able to do business across
different cultures? What do businesspeople have
in common the world over?
• What is ethnocentrism and how does it impair
cross-cultural business relations?
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“More than technical or infrastructure
problems, cultural problems will be the
biggest issue that merchants will face in the
global marketplace.”
--Bruce Guptill, Analyst
The Gartner Group