B u s i n e s s C o m m u n i c a t i o n

Self study materials for students

Cross-cultural communication
Stereotype vs Cultural Generalization
A stereotype is a belief that all people from a culture behave a certain way. It is an opinion
based on ones own cultural values and prejudices and on little information about the
other culture. For example, a woman from a culture that values hard work looks at a
people from a fictional land called Zibi. In Zibi, people work at their jobs about five hours
a day. So, the woman says, !eople from Zibi are la"y.# $his is a stereotype because she
states that every person from Zibi is the same and it is an opinion based more on the
woman%s own values than on any thou&htful observation of Zibian values or lifestyle.
'e talk about different ways of doin& business. 'e make cultural &enerali"ations about
different styles of business. $his does not mean that every person who lives in a particular
culture will do business in a way that fits the &enerali"ation. 'ithin each culture there are
many choices. $here is, however, in every culture a standard way of doin& thin&s. $he
cultural &enerali"ations describe those standards and the values that &uide those
standards. For example, one could make a &enerali"ation about Zibians and say, !eople
in Zibi usually work about five hours a day. $hey spend the rest of the day takin& care of
family and farmin&. Family life is hi&hly valued.# A &enerali"ation is based on
observation, not prejudice. It explains the standard practices of a culture but does not
determine how every person in that culture behaves.
Applying Your Knowledge
With a partner, discuss the difference between a stereotype and a cultural generalization. Then
read the following statements about the fictional country called Zibi. Decide-which are stereo-
types (S and which are cultural generalizations (!. "ircle the language that ma#es some of the
statements stereotypes.
(. Zibians are selfish.
). In Zibi &ifts are often presented at the end of a ne&otiation.
*. It may take two or three days to &et an appointment with a Zibian.
+. Zibians never let you know what they are thinkin& about. $hey always try to
confuse you.
,. In Zibi, many businesspeople invite their collea&ues to their homes for dinner to
talk about work.
-. Arrivin& on time in Zibi usually means arrivin& ten minutes after the a&reed time.
.. In Zibi nothin& runs on time.
/. It is common in Zibi to discuss every detail of an a&reement before si&nin& a
contract.
0. In Zibi, all the power in a corporation stays at the top. 1ou can never &et a middle
mana&er to make an independent decision.
(2. Zibians spend too much time eatin&.
There are many ways of responding to stereotypes.
The following $sian-$merican encounter illustrates that.
An American man attendin& an international relations ban3uet was
sittin& across from a man who looked Asian. 4e wanted to start a
conversation so he asked the man loudly and in very simple 5n&lish,
6ike food7# $he man politely nodded yes, but said nothin&.
8urin& the dinner pro&ram, the master of ceremony introduced the
Asian9lookin& man as an award winnin& professor of economics at an
important university. $he professor was invited to &ive a short talk about
world trade issues. After a short discussion in perfect 5n&lish the
professor sat down. 4e then looked across to his nei&hbor and asked
loudly and in very simple 5n&lish, 6ike talk7#
Discussion
Answer the following questions and share your answers in groups.
(. 'hat stereotype did the American have about the Asian9lookin& man7
). 4ow did the Asian9lookin& man respond to the stereotype7
*. 8o you like the way he responded to the stereotype7 'hy or why not7
+. 4ave you ever been faced with stereotypes7 4ow have you responded7
a. with an&er at the person
b. with an&er at the stereotype
c. with a joke
d. with an explanation of why the stereotype is wron&
e. with silence
f. ::::::::::::
Getting connected around the world
$s is clear from the case study, different business cultures ha%e dif ferent ideas about how an
initial contact should be made. Different business cultures also use different types of
information to determine whether a company is worth wor#ing with. &ere are two other
e'amples of how to get connected in other business cultures.
5&ypt
In 5&ypt, the &overnment is usually the customer; private businesses usually do not have bi&
international accounts. A &ood introduction in 5&ypt re3uires &overnmental references. For
example, an American businessman in a lar&e company in Ari"ona, <nited States, wanted to do
business in 5&ypt. 4is company had no history of workin& in the =iddle 5ast. 4e had to &et
letters of reference and introductions from a <.S. senator and the <.S. &overnment%s envoy
>&overnment contact? to 5&ypt before the 5&yptians would consider doin& business with his
company.
$he social relationship that develops between the two business parties is also very important.
$he social relationship is not limited to the one person in char&e of the account. 8urin& the first
meetin&s, the same respect and social interest should be shown to all persons who are in the key
contact%s office, even if they are not directly involved in the business deal. $hese people may
influence the key contact%s opinion.
South @orea
It is best to make the first contact with a @orean company throu&h a third party. If this method
is chosen, it is important to contact a hi&hly respected @orean. South @orea has a clear social
structure. !eople work with people who are in their own social level. In hi&h business circles in
South @orea, everybody knows everybody. An introduction throu&h a well9connected individual
will open many doors. 4i&h9level &overnment officials are the most effective contacts because
they can promise some &overnmental cooperation. $he &overnment has a lot of influence on
business in South @orea. $here are also many tradin& companies and banks that successfully
introduce forei&n businesspeople to @orean businesses.
In @orean society, a person%s status is defined by education, family, place of birth, current
address, friendships, connections, and the si"e of the company. 'hen businesspeople are
introduced in South @orea, it is important that they &ive personal information about their own
connections and education alon& with the company profile. !eople sometimes &ive bio&raphies
>a short description of their life? to provide additional personal information. All this
information should be &iven before the first meetin& so that the people involved have a chance
to learn about each other.
Applying Your Knowledge
(ead the following actions ta#en by businesspeople to ma#e contacts in )orea or *gypt. Decide
whether each action is a good idea. Write +es for a good idea and ,o for a bad idea. Discuss your
answers with the class.
South Korea
a. A businesswoman preparin& for her first business trip to South @orea writes up a personal
bio&raphy describin& her family back&round, education, and work history.
b. She then &oes directly to all of the businesses that interest her. She introduces herself and
hands them her bio&raphy, alon& with information about her business.
Egypt
a. In preparation for his first business trip to 5&ypt, a businessman from a small company
contacts a member of <.S. Aon&ress and &ets a reference for his business. $hen he contacts the
5&yptian businesses.
b. 4e meets the business contacts and spends many hours sociali"in& with them and their friends.
After they have developed a &ood social relationship, he be&ins to talk business.
There are many ways of introducing oneself, as the following South )orean-
$merican encounter illustrates.
An American executive workin& in South @orea said, I learned about
@orean handshakin& customs my first day at work. I had just entered the
bank in Seoul where I would have my office. 'hen I was introduced to a
female member of my new staff, I naturally extended my hand and shook
her hand. She turned deep red. 5veryone in the department lau&hed.#
The misunderstanding
In the <nited States, a man and a woman shake hands, as do two men or two
women. 5ither the man or the woman can be&in the handshake; often the person
with more authority be&ins the handshake. $he businessman in this minicase was
actin& as thou&h he were in the <nited States by extendin& his hand to the @orean
woman.
In South @orean introductions, two men shake hands and two women bow. But in
an introduction between a man and a woman, one can bow or shake hands. If they
shake hands, the woman always be&ins the handshake. She is &ivin& the man per9
mission to touch her hand. If a man be&ins the handshake, he is touchin& her
without her permission. $his causes embarrassment.
Your Point of View
Thin# about the introductions described below. Demonstrate these introductions to the class in
your nati%e language and afterward e'plain what was said.
a. Self9introduction to someone at a party >between two men; a man and a woman; and
two women?
b. Self9introduction to a collea&ue at a business conference >between two men; a man
and a woman; and two women?
Discussion
Watch the introductions and answer the following -uestions as a class.
(. 4ow much touchin& is there in each introduction7
). 4ow much distance is there between the two people in each introduction7
*. 'hat are some differences between the social and business introductions7
+. 'hat are the differences amon& introductions involvin& two men, a man and a woman, and two
women7
ames and Titles
There are many different traditions for addressing people in the world. .n some cultures people use each
other/s first name immediately. .n other cultures, the first name is only used by close friends and family.
$nd in some cultures the first name is the family name and the second name is the gi%en name.
A partner in one of Cew 1ork%s leadin& private bankin& firms went to
Sin&apore to meet one of his clients. In Sin&apore there are three different
cultural traditionsD Ahinese, =alaysian, and 5n&lish. 4is clients were ethnic
Ahinese.
$he banker wanted to do everythin& correctly, so on his way to Sin&apore he
memori"ed the names of the three representatives he would meet. In the
first meetin& with the representatives and some other business contacts, he
be&an by addressin& the top man, 6o 'in 4ao, as =r. 4ao. As the meetin&
continued, he made sure to address each representative by name. After a
while, one of the contacts passed a note to the American banker. $he note
said $oo friendly, too soon.#
Discussion
$nswer the following -uestions in groups.
(. 'hat did this note mean7 'hat mistake was the banker makin&7
). 'hy is it important to know about the traditions for addressin& your forei&n business
partners7
*. 4ave you ever been called by the wron& name or had your name pronounced
incorrectly7 4ow did you feel7 'hat did you do7 8id you correct the person or
i&nore the mistake7