MBA 507

BUSINESS COMMUNICATION

Jeta Majumder
Assistant Professor
Department of Marketing
University of Dhaka

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Communicating Across
Cultures

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 CROSS-CULTURAL COMMUNICATION:
ITS IMPORTANCE
1. Globalization
2. International Business
3. Workplace Requirements
• Communication with international
coworkers & customers
• Low chance of misinterpretation
• Improves workplace productivity
4. Enrichment of business and personal life
5. The better you understand other cultures the
more efficiently you can adapt your words,
sentences and overall messages.
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CROSS-CULTURAL COMMUNICATION: ITS
IMPORTANCE
1. Globalization:
⦿Increasing communication is one of the major
trends in business.
⦿Internet, social media, and mobile devices have
fueled this trend.
⦿Large and small businesses are crossing borders,
discovering unlimited potential for growth and
profit and changing the shape of the economy.

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GLOBAL BUSINESS
⦿Most major businesses operate globally, and
an increasing share of profits comes from
outside the headquarters country:

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 CROSS-CULTURAL COMMUNICATION: ITS IMPORTANCE
2. International Business:
⦿ Many businesses sell their products and services both
domestically and internationally.
⦿ Cross-cultural communication help to understand customers’
needs and ways of satisfying those needs
⦿ IB vs MNC vs GB vs TNC
⦿ 1) International Companies are importers and exporters, they
have no investment outside of their home country. Exp:
Spencers in the Indian context, PRAN etc.
⦿ 2) Multinational companies has locations or facilities in
multiple countries, but each location functions in its own way,
essentially as its own entity.
◼ MNC’s have a centralized structure, with the head office in the home
country calling all the shots.
◼ In this case, products are decided and developed by the head office
and subsidiary offices do have options to adapt to local markets if
needed.
◼ Exp: Adidas, Nike
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 CROSS-CULTURAL COMMUNICATION: ITS IMPORTANCE
⦿ 3) Global companies also has locations in multiple countries,
but they’ve figured out to create one company culture with
one set of processes that facilitate a more efficient and
effective single global organization.
◼ They market their products through the use of the same coordinated
image/brand in all markets.
◼ Generally one corporate office that is responsible for global strategy.
Emphasis on volume, cost management and efficiency.
◼ Exp: McDonald’s, Microsoft, Shell Global etc.
⦿ 4) Transnational companies are much more complex
organizations. They have invested in foreign operations, have
a central corporate facility but give decision-making, R&D and
marketing powers to each individual foreign market.
◼ Hence, offices in each country work in a decentralized manner with
decision-making powers.
◼ Infact, subsidiary offices can launch and make products which might
not be manufactured in the original home country, if there is a chance
of demand.
◼ Exp: Nokia
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CROSS-CULTURAL COMMUNICATION: ITS
IMPORTANCE

3.Workplace Requirements:
• Communication with international coworkers &
customers
• Less misinterpretation
• Improves workplace productivity
⦿ For example, if you can work harmoniously with those from
other cultures, you will help create a more comfortable and
productive workplace.
⦿ Moreover, if cultural barriers are minimized, your company
will be able to hire a wider variety of good people.

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CROSS-CULTURAL COMMUNICATION: ITS
IMPORTANCE
4. Enrichment of business and personal life:
⦿ Putting attention to communicating clearly with those from
other cultures will enrich business and personal life.
⦿ For example, you will minimize problems originating from
misinterpretations such as symbols, signs and double-
meaning of words.

5. The better you understand other cultures the more

efficiently you can adapt your words, sentences and
overall messages
-Adapting words, sentences, and overall messages to your
audience is always important but never more than in cross-
cultural situations.
-Clarity, courtesy, and correctness are appreciated everywhere
but how to achieve these goals can vary by culture.

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WHAT IS CULTURE…
⦿Culture is the characteristics and knowledge
of a particular group of people,
encompassing language, religion, cuisine,
social habits, music and arts.
⦿“Culture encompasses religion, food, what
we wear, how we wear it, our language,
marriage, music, what we believe is right or
wrong, how we sit at the table, how we
greet visitors, how we behave with loved
ones, and a million other things,”- (Cristina
De Rossi) https://www.livescience.com/21478-what-is-culture-definition-of-culture.html

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WHAT IS CULTURE…FINALLY

⦿Culture is a word for the

way of life of groups of
people, the behavior,
beliefs, values, and
symbols that they accept,
generally without thinking
about them, and that
passed along by
communication and
imitation from one
generation to the next
generation. 

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 DIMENSIONS OF CULTURAL DIFFERENCE
⦿Culture affect almost everything about
us- from the way we think and
communicate to the way we hold our
bodies or establish our personal space.
⦿Spread of capitalism, technological
advancement, science, and e-media
have eroded national differences.
⦿There might be an argument of
whether ‘the world is flat’ or round
earth, but still cultural differences are
strong in many places and situations.
⦿Subculture, culture of origin,
penetrable national borders,
workplace diversity, gender
differences are all influential factors
that enhance interpretive and
interaction skills.
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 ⦿The successful intercultural communicator is-
⦿Aware of the values, beliefs, and practices in other
cultures.
⦿Sensitive to differences among individuals within a
culture.
⦿ Aware that his or her preferred values and behaviors
are influenced by culture and are not necessarily
“right.”
⦿Sensitive to verbal and nonverbal behavior.
⦿Willing to ask questions about preferences and
behaviors.
⦿Flexible and open to change.
The first step in understanding another culture is to realize that it
may do things very differently, and that the difference is not bad or
inferior.
The second step is understanding that people within a single culture
differ.
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DIMENSIONS OF CULTURAL
DIFFERENCE ..

⦿1. Major factors that affect culture

⦿2. Body Positions and Movements
⦿3. Views and practices concerning
factors of human relationships

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1. FACTORS IMPACTING CULTURE
▪Instead of trying to memorize such isolated facts as a
culture’s typical greeting or attitude toward punctuality,
gaining a holistic understanding requires to start with basic
questions:
▪What is the topography of the country? (tropical vs.
colder countries) [Topography: epresents a particular area in detail,
including everything natural and man-made ]

▪What is the country’s history? (Wars, International

movements, national memory of certain events,
cross-country history)
▪ What role does religion play in the culture? (Middle
.
Eastern countries vs. Western countries)
▪Sensitivity to these factors enables you to conduct
and strive in the business environment & helps avoid
ethnocentrism.
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1. FACTORS IMPACTING CULTURE

Ethnocentrism-
The tendency to see only your cultural
programming as normal and judging
another culture solely by the values and
standards of your own.

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2. BODY POSITIONS AND MOVEMENT
⦿Differs from culture to culture
⦿Short steps vs. Long steps
◼Asian cultures use shorter steps whiles in the US
people will use longer strides while walking.
⦿Eye Contact
◼Indonesian culture: rude to look directly at the eyes
of those holding higher position in the company.
◼It is rude to stare in Western cultures.
⦿Squatting vs. Sitting
◼Squatting is a very common business practice in some
countries, we however view it as primitive!!
◼ Example: This view could adversely affect our communication
with people from such countries as Indonesia and Zimbabwe,
to whom squatting is a very normal body position.
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2. BODY POSITIONS AND MOVEMENT
⦿Head movement
• Shaking the head “yes” or “no” means little in
some cultures.
⦿Hand gestures
🞆 The “OK” sign (thumbs up) is insulting in many
countries like Russia and Germany. However it is
perfectly fine to use it in US.
⦿Touching can be viewed unfavorable in
many cultures. Chinese do not like touching.

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2. BODY POSITIONS AND MOVEMENT
⦿How people greet
each other is a major
indicator of their
social norms.
⦿For example, some
cultures view smiles
positively in most
situations where
other cultures may
regard as weakness
in certain situations.

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 3. FACTORS OF HUMAN RELATIONSHIPS
• Time [Monochronic Vs Polychronic]
– Monochronic :Time must be planned for efficient use
especially in Western countries
– Polychronic: Time is viewed as more relaxed especially in the
Middle Eastern and some Asian countries

• Space [Talking face-to-face, Queues]

– Western cultures are more accustomed to have distance with
each other when talking
– South East Asian people are not so particular about personal
space
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 FACTORS OF HUMAN RELATIONSHIPS
• Odors
– Some cultures are not too particular about body odor but in
most it is treated as unhygienic.
– For example, Americans work hard to neutralize body odors or
to cover them up and view those with body odors as unclean
whereas in some Asian cultures, people view body odors not as
something to be hidden but as something that friends should
experience

• Frankness
– North Americans are more direct, upfront and blunt while
the British are more conservative and implicit.

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 FACTORS OF HUMAN RELATIONSHIPS
• Cultural Context:
⦿In high-context cultures , most of the
information is inferred from the social
relationships of the people and the
context of a message; little is explicitly
conveyed. Chinese, Japanese, Arabic, and
Latin American cultures are high-context.
⦿In low-context cultures , context is less
important; most information is explicitly
spelled out. German, Scandinavian, and
North American cultures are low-context.

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 FACTORS OF HUMAN RELATIONSHIPS
• Cultural Context:

• Intimacy of Relationships
– The existence of social classes, how women are treated,
what questions can be asked to each other.
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 FACTORS OF HUMAN RELATIONSHIPS
• Workplace values
– The Indian culture encourages spiritual and human well-
being and productivity is considered second in priority
– most Americans maintain work ethics and believe that if
one puts hard work ahead of pleasure, success will follow
whereas in Spain, business is more relaxed because of the
emphasis placed on interpersonal relationships and the
view that planning can be futile.

• Expressions of emotion
– Asian cultures strongly frown upon public display of
affection
– Westerners will accept moderate forms of it
– Laughter is a spontaneous display of joy while, in some
cultures laughing too loud is thought to be rude

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 PROBLEMS OF LANGUAGE
⦿The people on earth use more than 3,000 languages.
Since few of us can learn more than one or two other
language well, problems of miscommunication are
bound to occur in international communication.

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 PROBLEMS OF LANGUAGE
1. Lack of Language Equivalency
◼ You will not find equivalent words with the same meaning in
all languages. Ex- Pasta in Italian
◼ For example, florist refers to someone who sells flowers and
related items in a store but in some cultures, flowers are sold
by street vendors, mainly women and children. So florist does
not have a precise equivalent in the language of such cultures.
◼ There are grammatical differences in languages
◼ Equivalent translations difficult. Ex- French have no word to
distinguish between house and home, mind and brain, and man
and gentleman.
⦿Back translating: involves using two translators, one with
first-language skills in one of the languages involved and
one with first-language skills in the other language
◼ If translations are good, then second translation matches the
first.

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 PROBLEMS OF LANGUAGE
2. Difficulties with English
– It is the common language used in International
Business
– Multiple meanings of words
– Two-word verbs
– Slang and colloquialisms
– Culturally derived words/phrases

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PROBLEMS OF LANGUAGE..
2. DIFFICULTIES WITH ENGLISH- MULTIPLE MEANINGS
OF WORDS
Possible meanings of run:
⦿To move fast
⦿To compete for office
⦿A score in cricket/baseball
⦿A type of stitching

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PROBLEMS OF LANGUAGE..
2. DIFFICULTIES WITH ENGLISH- TWO-WORD VERBS

Two-Word Verb Substitute

1.Give Up 1. Surrender
2.Go On 2. Continue
3.Take Off 3. Depart
4.Put Off 4. Delay
5.Figure Out 5. Solve
6.Track Down 6. Find

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PROBLEMS OF LANGUAGE..
2. DIFFICULTIES WITH ENGLISH- SLANG & COLLOQUIALISM
⦿When using cross-cultural communication,
misunderstanding with these words increases.
◼Couch potato (a person who takes little or no exercise
and watches a lot of television.)
◼Nut job (a mad or crazy person.)
◼Pumped
◼Douche Bag (an obnoxious or contemptible person,
typically a man.)
If reader is not familiar with, colloquialisms can cause
problems.
Not This But This
Don’t let him get your goat. Don’t let him upset you.
Your prediction was right on Your prediction was correct.
target.
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TIPS: COMMUNICATING CROSS-CULTURALLY

⦿Do your research

⦿Know yourself and your company
⦿Adapt your English to your audience
⦿Be open to change

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