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C RO S S - C U LT U R A L C O M M U N I C AT I O N

‘Head-On’ to make
learning happen.

B l u n d e r i n g w i t h Wo r d s & P h r a s e s .

Parker Pen in Latin America - “Use Parker Pen, avoid embarrassment”.

Literal Meaning – “Use Parker Pen, avoid pregnancy”

Pepsi Germany- “Come Alive with Pepsi”.

Literal Meaning – “Come out of the grave with Pepsi.”
Pepsi Taiwan - “Come Alive with Pepsi”.
Literal Meaning – “Pepsi brings your ancestors from the dead.”

Salem Cigarettes, Japan - “Salem – Feeling Free”.

Literal Meaning – “Smoking Salem cigarettes makes your mind
feel free and empty.”

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B l u n d e r i n g w i t h Wo r d s & P h r a s e s .

Umbro - UK sports manufacturer had to withdraw its sneakers called

the Zyklon. It was the name of gas used by the Nazi regime to murder
millions of Jews in concentration camps.

All pictures/symbols are not interpreted the same across the world:
Staff at an African port saw the "internationally recognised" symbol
for "fragile" (i.e. broken wine glass). Presumed it was a box of broken
glass. Rather than waste space they threw all the boxes into the sea!

M E N TA L J U D O

You are a part-timer working

nights in a general store in the
U.S. and you are held up by
a gunman.

How will you engage him in

cross-cultural communication?

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W hat IS communication ?

E D
N E
C Message
UNDER C
M E SSAGE +
O S TA N D I N G
MEANING O
D D
E E

C O M M U N IC AT I O N I S T H E
STIMULATION of MEANING

MESSAGES RECEIVED VIA OUR SENSES

Sight, Sound, Feel, Smell & Taste

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BEFORE WE RESPOND THE BRAIN

RESPONDS IN A SPECIFIC SEQUENCE.

 Scans memory for past experience,

looks for reference related to new
information.

 New information sent to join

existing memory bank, analyzed and
fitted into existing memory bank.
Brain’s filing system makes existing memory:
 Remain the same but stronger
 Change for the better
 Change for the worse

T Y P E S O F C O M M U N I C ATO R S

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T Y P E S O F C O M M U N I C ATO R S

H igh Proje ction

Ty p e 1 : Type 4
H i gh pre ssu re I d e a l / Pe r s u a s i v e

Low High
E m p at hy E m p at hy

Type 2:
Type 3:
Ta k e i t
We a k
or l e ave i t

Low Projection

High Projection

Ty p e 1 :
H i gh pre ssu re
communicator

L ow  Overaggressive and insensitive High

E m pa t hy  Wins argument but projection is without E m p at hy
empathy, therefore self-defeating.
 Switches people off.
Smooth-talking salesman

Low Projection

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H igh Proje ction

 Little interest in other person or own ideas.

 Little or no engagement in the process.
 Allows over-riding.
Unhelpful Shop Assistant
L ow High
E m pa t hy E m p at hy
Ty p e 2 :
Ta k e i t o r
l e ave i t
communicator

L ow P roj e c t i on

H igh Proje ction

 Nice person.
 Means well.
 Does not push
No Projection. No Empathy.
Low High
E m p at hy E m p at hy
Ty p e 3 :
We a k
communicator

Low Projection

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High Projection

Type 4
Ideal/
Pe r s u a s i v e

Low  Creative understanding of listener. High

E m p at hy  Well informed. E m pa t hy
 Produces agreement and commitment to
satisfaction of both sides.
 Considering another person’s point of view
itself is seen as a big +

Low Projection

D E C I S I O N - M A K I N G P RO C E S S

Decision Sequence Persuasion Objectives Persuasion stages

“I am important. • Create rapport OPENING
Consider my needs.” • Generate
interest/acceptance
• Find out about them
“What are the facts?” State the case to be seen STATING
as balanced in favor of THE CASE
action
“What are the snags?” Handling negative HANDLING
reactions that may OBJECTIONS
unbalance the argument
“What shall I do ?” Obtain commitment to ASK FOR ACTION
action or to a step in the
right direction

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Would you dive into a swimming

pool without knowing swimming?

UNDERSTANDING
CULTURE

Would you go down to China

to set up a business without
first learning Chinese Culture?

Understanding another culture involves

understanding another’s belief system,
and not just another’s spoken language.

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6ix Dimensions of
Cultural Difference
Visible Cultural Differences
1. Communication Styles.
2. Attitudes towards conflicts.
3. Approaches to completing
tasks.
4. Decision-making styles.
5. Attitudes towards closure .
6. Approaches to knowing.

W h a t ’s H i d d e n B e l o w ?

1. Beliefs.
2. Va l u e s .
3. Perception s.
4. Expectations.
5. Attitudes. Invisible Cultural Roots
6. Assumptions.

What is Culture?

Culture is a shared, learned system of symbolic

values, beliefs and attitudes that shapes and
influences perception and behaviour. It is an
abstract ‘mental blueprint’ or ‘mental code’. Cross Culture

What is Cross-cultural Communication?

The process of sending and receiving messages

between people of different cultures
 Sender encodes messages using the
assumptions of his/her own culture.

 Receiver decodes messages according to

the assumptions of his/her own culture.

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Why is Cro s s - C u lt u r a l Co m mu n ic a t io n Im p o r t an t ?

G l o b a l i z a t i o n : C ross border movement of people, goods and

data brings more and more cultures into contact with one another
and increases the demand for cross-cultural communication.

 Business Opportunities
 Job Opportunities.
 Improves the contribution of employees
in a diverse workforce.
 Sharing of views and ideas.
 Talent improvisation.
 Understanding of diverse, emerging
markets.

What is Global Competence ?

K N OW L E D G E of other world regions,

cultures and global/international issues.

S K I L L S in communicating in languages other

than their own, collaborating in cross-cultural
environments, analyzing information from sources
around the world.

VA L U E S / B E H AV I O U R S including respect
and ethical concern for other people’s and cultures
and adaptability.
T O E N A B L E M E A N I N G F U L PA R T I C I PAT I O N A S
C I T I Z E N - WO R K E R S I N A N I N T E R C O N N E C T E D
W O R L D.

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Barriers to Cross Cultural Communication

E t h n o c e n t r i s m – Reluctance to accept
another culture’s world view. “My way is the best”.

D i s c r i m i n a t i o n – Differential treatment of
an individual due to minority status (actual and
perceived) “ We don’t wish to serve people like that”.

S t e r e o t y p i n g – Generalizing about a person,

worse converting it into a belief. “He’s like that
because he is Asian”. Or “All Asians are non-verbal”.

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LINEAR ACTIVE MULTI - ACTIVE REACTIVE

North America, Northern
Europe
1. Cartesian logic:
• What would happen if you did? • Pursue multiple goals
• What would happen if you did
not?
• What would not happen if you
did?
2. Talks half the time
3. Gets data from research
4. Plans ahead step-by-step
5. Polite but direct
6. Partly conceals feelings
Latin America, Southern East Asia
Europe, Africa, Middle-East
• Focus on relationships • Harmony
• Unity based
simultaneously
Talks most of the time Mostly listens
Solicits information first hand Uses both data
from people/users and people
Thinks Big Picture Looks at principles
Emotional Polite & indirect
Displays feelings Conceals feelings

LINEAR ACTIVE MULTI - ACTIVE REACTIVE

North America, Northern Latin America, Southern East Asia
Europe Europe, Africa, Middle-East
7. Confronts with logic Confronts emotionally Never confronts
8. Dislikes losing face Has good excuses Must not lose face
9. Segments projects Lets one project influence Sees the whole
another. picture.
10. Rarely interrupts Often interrupts Doesn’t interrupt
11. Job-oriented People-oriented Extremely people-
oriented
12. Sticks to facts Juggles facts Statements are
promises

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LINEAR ACTIVE MULTI - ACTIVE REACTIVE

North America, Northern Latin America, Southern East Asia
Europe Europe, Africa, Middle-East
13. Truth before diplomacy Flexible truth Diplomacy over
truth.
14. Sometimes impatient Impatient Patient
15. Limited body language Unlimited body language Subtle body
language
16. Separates professional & social Interweaves professional & social Connects
professional &
social
17. Does on job at a time. Multi-tasks Reacts to action
18. Punctuality very important Punctuality not important Punctuality
important
19. Written word important Spoken word important Prefers face-to-
face
20 Sticks to Agenda Roams back and forth Asks for repeats

COMMUNICATION CONTEXT
STYLE
NATIONAL CULTURE MENTAL HOW MUCH OF OUR
PROGRAMMING CULTURAL COMPONENTS WE
SHARE WITH OUR
COMPATRIOTS
GEERT HOFSTEDE(DUTCH HOW WE VIEW POWER DISTANCE
SOCIOLOGIST) SUP-SUB (INDIA:HIGH)Trust key factor
RELATIONSHIP
SHOWING EMOTIONS COMMON IN EXPRESSIVESSNESS AND
WITH PASSION AND MEDITERRANEAN EMOTIONS
ANIMATION CULTURE
LAUGHTER FREE FLOWING VS WESTERN CULTURE:
CONTROLLED CONTROLLED
DAVID VICTOR LESCANT CULTURAL FACTOR :(Language,
( ANTHROPLOLOGIST ( acronym) Environment &Technology, Social
&SOCIOLOGIST) organization, Context, Authority
conception and Non-verbal
behaviour, time-mono vs. poly)
MOVEMENT OF HEAD MEANING YES SOUTH INDIA
FROM LEFT TO RIGHT AND
VICE VERSA
SMILING WHILE BARGAING SEEN AS WEAK AFRICAN CULTURE

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SOME TERMINOLOGIES

BACK TRANSLATING : Procedure where one uses

one translator who is good in two languages- helps dialogue
.
process between two nationals with a language issue
STEROETYPES : Generalization about a culture based on
observable likeness

Most Annoying Business Clichés-Blogger and writing

expert-Mary Cullen:
1. At the end of the day
2. 30,000 foot view
3. Give 110%
4. Think outside the box
5. FYI
6. 800-pound gorilla
7. Throw under the bus
8. My bad
9. Rightsizing
10. Reaching out
11. Low-hanging fruit
12. Paradigm shift

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Some Guidelines:
1. Use Active Voice
2. Avoid camouflaged verb –eg: noun form-acquire-
acquisition: make an acquisition; apply-application(noun
form): make an application
3. Use Non discriminatory writing ( class, religion, caste,
status, gender)- Instead of :As a customer who pays on
time, he can demand good service- ‘A customer who makes
timely payments is entitled to good service’
4. Understand different generations in workplace:
Boomers:(born before WWII), Gen Xers(1960-1979),
Gen Y or Millenials (after 1979) , Linksters( after 1995)

J U G G L E W I T H A H O S T O F VA R I A B L E S

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A I M AT T H E S E 5 I V E E S S E N T I A L S

1. H E A R – what you tell them or show them.

2. U N D E R S TAN D – what they have heard or seen.
3. AGREE – with what they have heard or disagree.
4. TAKE ACTION – with what you had in mind.
How will you know if these objectives are being met?
5 R E C E I V E F E E D B AC K .

What next? And when ?

THESE 5IVE ESSENTIALS

1. H E A R – what you say (or see what you show them).

2. U N D E R S TA N D – what you mean.
3. AGREE – with what they have heard.
4. TAKE ACTION – in line with your overall objective.

DON’T HAPPEN IN
A S T R A I G H T F O RWA R D
MANNER

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C OV E Y- i s m a n d S u g g e s t e d B e s t P r a c t i c e s
for Cross-Cultural Communication.

C OV E Y - i s m
Seek first to understand than
to be understood.
Begin with the end in mind.
Best Practice
Practice humility when conversing
across cultures, disciplines and
languages.
Groom your appearance and
behavior to the cultural context.
Start with purpose and desired
outcome.

First things first. Confirm definitions & terminology

to ensure you are on the same
page/same language.

C OV E Y- i s m a n d S u g g e s t e d B e s t P r a c t i c e s
for Cross-Cultural Communication.

C OV E Y - i s m Best Practice
Seek first to understand than Ask clarifying questions about
to be understood. definitions and practices to confirm
consistent use of terminology.
Groom your appearance and
behavior to the cultural context.
Synergize Use pictures, drawings, physical
examples and 3-D models.

Be Proactive Note any assumptions and personal

bias and communicate these ASAP.

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C OV E Y- i s m a n d S u g g e s t e d B e s t P r a c t i c e s
for Cross-Cultural Communication.

C OV E Y - i s m Best Practice
Seek ‘win-win’ solutions. Educate each other – be flexible and
adapt to meet your objective.
Groom your appearance and
behavior to the cultural context.
Be Proactive Assume you are wrong and monitor
for the first sign that the plan has
deviated.

Be Proactive Note any assumptions and personal

bias and communicate these ASAP.

Strategie s for Effective Cross-Cultural Communication

1. B u i l d s e l f a w a r e n e s s.
2. R e c o g n i z e t h e c o m p l e x i t y.
3. D i s t i n g u i s h p e r s p e c t i v e s.
4. Av o i d s t e r e o t y p i n g.
5. R e s p e c t d i f f e r e n c e s.
6. L i s t e n r e f l e c t i v e l y.
7. Be honest.
8. Be f lexible.
9. Think Thrice.
10.Don’t be afraid
to ask questions
???

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In Singaporean : “la” suffixed to every sentence

Australian : “G’day” prefixed to every greeting
Multiple differences between the British and American glish :
the two languages fighting for dominance in the Anglophone world
( Sashi Tharoor)
1]Indian at an American University: Where could I post a letter to my parents?
American : There’s a bulletin board at the Student Centre, are you sure you want to post something
so personal?

2] In Britain you conclude a restaurant meal by asking for the bill, and paying by cheque; in
America, you ask for the check and pay with bills!

3] What the Brits call chips are fries in America; what the Yanks call chips are crisps in Britain

4]American pilot says plane would be airborne” momentarily”; in Britain momentarily means for “for
a moment” not “in a moment” as in the US ! ( countries divided by a common language !!)

5] A young man in a courtship with an American girlfriend says,” I’ll give you a ring tomorrow”. All
he meant was he would call her. All she understood was that he was overstepping his right by
offering betrothal~ relationship did’nt survive the misunderstanding!

6] English guest call the Hotel: “I’ve left my trousers in the wardrobe”-Translator had to be
summoned to understand, ”Oh, you’ve left your pant in the closet”... why didn't you say so in the
first place?”

7] Right word, wrong concept: former foreign minster M.C .Chagla wanted to order six sandwiches(
thinking these will be delicate triangles of delicately sliced bread)—to his surprise the American
waiter arrives with six large pieces each of size: one foot long, four inches high !!

8]In Britain or in India when an MP “tables” a resolution, he puts it forward for

debate and passage; when an American Congressman “tables” a resolution he
kills it off!

9] A” moot” point in England means a point where one wants to argue; in

American a “moot” point makes it ‘null and void’

10] differences reflect the nature of these societies, how they perceive things~
thus while the British “stand” for election; the Americans ”run” for office!

11] What the Brits and Indians call as ”Lift” becomes an “Elevator for the
Americans: likewise “Flats “ become “Apartments” and” Biscuits” “cookies”

12] What the Brits and Indians call ‘oversight’-meaning a slip whereby a point is
missed out means ‘span of control’ to the American-’how many people do I
supervise?!

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Enhancing Communication & Presentation Skills-Five

ZONES

SOCIETY

PROFESSIONAL Write Five

Sentences
every day-
SOCIAL

either on all
five zones every
FAMILY
day(25
sentences) or
one zone per
day(Mon-Fri)
INTIMATE

A Guideline for Professional & Effective Communication

SWAS-CRP-LAB-PGN
S-Stringy sentences( long, disconnected)-AVOID
WAS-Write as you speak
C- Clear, Concise, Crisp
R – Redundant –AVOID
P –Always focus on the POSITIVE, even if you are handling a sensitive or neg. news
L –Lists- ADOPT
A-Active Voice– ADOPT
B- Bureaucratic Words- AVOID
PG- Perfect Grammar: A guideline, not a rule, deviate when needed
Nominalization : use of a word which is not a noun as a noun-mostly ending
with ‘ion’ :completion, dedication, construction- AVOID

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