COMMUNICATION

CHALLENGES IN A DIVERSE, LU4

GLOBAL MARKETPLACE
LEARNING OBJECTIVES
1. Discuss the opportunities and challenges of
intercultural communication.
2. Define cultural competency, and explain the influence
of culture on business communication.
3. Explain the importance of recognizing cultural
variations, and list eight key dimensions of cultural
diversity.
4. List four general guidelines for adapting to any
business culture.
5. Identify six steps you can take to improve your
intercultural communication skills.
 PART 1
UNDERSTANDING THE
OPPORTUNITIES AND
CHALLENGES OF
COMMUNICATION IN A
DIVERSE WORLD
Discuss the
OPPORTUNITIES and
CHALLENGES of
intercultural
communication.

Diversity includes all the characteristics that define people as individuals

whose cultural backgrounds could lead them to interpret verbal and
nonverbal signs differently.
THE OPPORTUNITIES IN A
GLOBAL MARKETPLACE

 Effective communication is important to cross-cultural

and global business.
 90% of executives said their companies’ profits,
revenue and market share would all improve with
better international communication skills.
 Improving your cultural communication skills could
make you a more valuable job candidate at every stage
of your career.
THE ADVANTAGES OF A
DIVERSE WORKFORCE

The diversity of today’s workforce brings

distinct advantages to business.
 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
 Because culture influences everything about
communication such as language, nonverbal signals,
time and space, and rules of human relationships, this
can cause a challenge during an exchange.
 Based on how business messages are:
 Composed
 Conceived/created
 Delivered
 Received
 Interpreted
 PART 2
DEVELOPING CULTURAL
COMPETENCY
Define CULTURAL
COMPETENCY, and
explain the influence of
culture on business
communication.

Cultural competency includes the appreciation for cultural differences

that affect communication and the ability to adjust one’s
communication style to match the situation.
UNDERSTANDING THE
CONCEPT OF CULTURE
 Culture is a shared system of symbols, beliefs,
attitudes, values, expectations, and behavior norms.
 Cultures vary in their rate of change, complexity, and
tolerance of outsiders.
 People learn culture directly or indirectly.
 Culture can be:
 Coherent (logical)
 Complete (answer all of life’s big questions)
OVERCOMING
ETHNOCENTRISM AND
STEREOTYPING
 Ethnocentrism is the tendency to judge other groups
according to the standards, behaviors, and customs of one’s
own group.
 Xenophobia: fear of strangers and foreigners
 Stereotyping is assigning generalized attributes to an
individual on the basis of membership in a particular
group.
 To overcome these tendencies and become more accepting
of other cultures, here are some simple habits to help:
 Avoid assumptions
 Avoid judgements
 Acknowledge distinctions
 PART 3
RECOGNIZING
VARIATIONS IN A
DIVERSE WORLD
Context

Legal and
Ability
ethical

Explain the importance of

recognizing cultural
variations, and list eight Social
Religion
key dimensions of norms
cultural diversity

Nonverbal
Gender
signals

Age
CONTEXTUAL
DIFFERENCES
 Cultural context is the pattern of physical cues,
environmental stimuli, and implicit understanding that
conveys meaning between members of the same
culture.
 Two groups: high- and low-context culture
 In high-context culture, people rely more on nonverbal actions
and environmental setting to convey meaning.
 In low-context culture, people rely more on explicit verbal
communication.
LEGAL AND ETHICAL
DIFFERENCES

 Culture influences legal and ethical behavior,

which can affect communication.
 The meaning of business contracts can vary from culture to
culture.
SOCIAL NORMS AND
CUSTOMS

 The nature of social behavior varies between

cultures in the following areas:
 Attitudes toward work and success
 Roles and status
 Use of manners
 Concepts of time
 Future orientation
 Openness and inclusiveness
NONVERBAL
COMMUNICATION

 Cultural norms influence the use of many

nonverbal signals and behaviors.
 Greetings
 Space
 Touch
 Facial expressions
 Eye contact
 Posture
 Formality
AGE DIFFERENCES

 Generations are shaped differently based on world

events, social trends, and technology advances.
 70 million people in the U.S. are Millennials.
 Resist the urge to make assumptions about any age
group.
TABLE 4.1
Popularly Labeled Generations in the U.S. Population

Label Birth Years

Greatest Generation 1901–1927
Silent Generation 1928–1945
Baby Boomers 1946–1964
Generation X 1965–1980
Millennials 1981–1996
“Post-Millennials” 1997–
GENDER DIFFERENCES
 Perceptions of gender vary from culture to
culture.
 Bias
 Gender imbalance
 Communication styles
 Men focus on content
 Women focus on relationships
 Outdated concepts of gender and sexual
orientation
RELIGIOUS DIFFERENCES

 Religion brings potential for workplace

conflict.
 Malaysia requires employers to accommodate
employees’ religious beliefs to a reasonable
degree.
ABILITY DIFFERENCES
 Disabilities can affect communication.
 Hearing
 Vision
 Cognitive ability
 Physical ability

 Assistive technology has allowed employers

to create more inclusive workplaces.
 PART4
ADAPTING TO OTHER
BUSINESS CULTURES

List four general

guidelines for adapting
to any business culture.

Adapting your approach is essential to successful communication.

GUIDELINES FOR
ADAPTING TO ANY
BUSINESS CULTURE
 Four general guidelines that can help
communicators improve their cultural
competency:
 Become aware of your own biases.
 Be careful about applying the “Golden Rule”.
(treating your audience the way you would want to be treated)
 Be accommodating and respectful, even if you
don’t understand or agree.
 Be patient and maintain a sense of humor.
GUIDELINES FOR
ADAPTING TO U.S.
BUSINESS CULTURE
 Individualism: U.S. culture generally expects individuals to
succeed by their own efforts, and it rewards individual
success.
 Equality (Egalitarian): Equality is considered a core American
value.
 Privacy and personal space: Fair amount of privacy; this
applies to physical space as well
 Time and schedule: Value punctuality and the efficient use
of time.
 Religion: People are expected to respect other’s beliefs.
 Communication style: Direct and content focused
 PART 5
IMPROVING
INTERCULTURAL
COMMUNICATION SKILLS

Identify six steps you

can take to improve
your intercultural
communication skills.

Improvement can be made by studying other cultures and languages, respecting

preferences for communication styles, writing clearly, speaking and listening
carefully, knowing when to use interpreters, and helping others adapt to your
culture.
STUDYING OTHER
CULTURES

 Efforts made to learn about another culture require

ability to change personal habits.
 Numerous resources are available to offer advice on
other cultures.
 People respond positively to honest effort and good
intentions.
 Show an interest in learning more about cultures.
FIGURE 4.2

Components of
Successful
Intercultural
Communication
STUDYING OTHER
LANGUAGES

 The demand for multilingual communicators is

growing.
 Being able to communicate in more than one
language makes you a more competitive candidate
and opens a variety of career opportunities.
 A variety of apps and websites help with essential
words, grammar, punctuation, text translation and
audio translation.
 TABLE 4.2 (1 OF 3)
Doing Business in Other Cultures
Action Details to Consider
Understand social customs • How do people react to strangers? Are they friendly? Hostile? Reserved?
• How do people greet each other? Should you bow? Nod? Shake hands?
• How do people express appreciation for an invitation to lunch, dinner, or
someone’s home?
• Should you bring a gift? Send flowers? Write a thank-you note?
• Are any phrases, facial expressions, or hand gestures considered rude?
• How do you attract the attention of a waiter? Do you tip the waiter?
• When is it rude to refuse an invitation? How do you refuse politely?
• What topics may or may not be discussed in a social setting? In a
business setting?
• How do social customs dictate interaction between men and women?
Between younger people and older people?

Learn about clothing and • What occasions require special attire?

food preferences • What colors are associated with mourning? Love? Joy?
• Are some types of clothing considered taboo for one gender or the other?
• How many times a day do people eat?
• How are hands or utensils used when eating?
• Where is the seat of honor at a table?
 TABLE 4.2 (2 OF 3)
Action
Assess political patterns
Understand religious and
social beliefs
Doing Business in Otherwomen
Details to Consider
• How stable is the political situation?
• Does the political situation affect businesses in and out of the
country?
• Is it appropriate to talk politics in social or business situations?
• To which religious groups do people belong?
• Which places, objects, actions, and events are sacred?
• Do religious beliefs affect communication between men and
or between any other
Cultures
• groups?
• Is there a tolerance for minority religions?
• How do religious holidays affect business and government
activities?
• Does religion require or prohibit eating specific foods? Eating at
specific times?
 TABLE 4.2 (3 OF 3)
Action Details to Consider
Learn about economic and • Is the society homogeneous or heterogeneous?
business institutions • What languages are spoken?
• What are the primary resources and principal products?
• Are businesses generally large? Family controlled? Government
controlled?
• What are the generally accepted working hours?
• How do people view scheduled appointments?
Doing Business in Other • Are people expected to socialize before conducting business?
Cultures
Appraise the nature of • Is money or a gift expected in exchange for arranging business
ethics, values, and laws transactions?
• Do people value competitiveness or cooperation?
• What are the attitudes toward work? Toward money?
• Is politeness more important than factual honesty?
RESPECTING
PREFERENCES FOR
COMMUNICATION STYLE

 Communication style—including the level

of directness, the degree of formality, media
preferences, and other factors—varies widely
from culture to culture.
 Communication in many other cultures is
more formal and less direct than it is in the
United States, and politeness is valued highly.
 FIGURE 4.4A

Intercultural Business
Letter: Ineffective
Original Draft
WRITING CLEARLY
 Writing clearly is important. Follow these recommendation
to make sure your message can be understood:
 Choose words carefully.
 Avoid words with multiple meanings.
 Write short and clear sentences.
 Keep paragraphs short.
 Use transitions generously.
 Address international correspondences properly.
 Cite numbers and dates in local formats.
 Avoid slang and idiomatic phrases.
 Avoid humor and references to popular culture.
 FIGURE 4.4B

Intercultural
Business
Letter: First
Revision
SPEAKING AND
LISTENING CAREFULLY
 Languages vary in the significance of tone,
pitch, speed, and volume, which can create
challenges.
 Tips:
 Speak slowly and clearly.
 Don’t rephrase until obvious.
 Look and ask for feedback.
 Don’t talk down to others.
 Double check to make sure you and the other party agree.
FIGURE 4.5
Writing for Multilingual Audiences
HELPING OTHERS ADAPT
TO YOUR CULTURE

 Look for opportunities for help people adapt

their communication style.
 Simplify the communication process.
 Oral communication in a second language is usually more
difficult than written forms of communication.
CHECKLIST: IMPROVING
INTERCULTURAL
COMMUNICATION SKILLS