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3.1
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Business Communication
MBA – II
CIIT
Course Coordinator: Ayyaz Qadeer
3.2
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
CHAPTER 3Communicating Interculturally
3.3
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Chapter 3 Objectives
Discuss trends that have made intercultural business communications so important.
Discuss culture and subculture and culture’s four basic characteristics.
Delineate the differences between high-context and low context cultures.
Recognize cultural differences. Discuss ethnocentrism and
stereotyping.
3.4
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Chapter 3 Objectives
Discuss three ways to improve communication with people who speak English as a second language; then discuss three ways to improve communication with people who do not speak your language at all.
Explain why studying other cultures helps you communicate more effectively.
Illustrate how word choice affects communication among people from other cultures.
continued
3.5
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Some Key Definitions
Define each of the following terms:
Intercultural communicationIntercultural communication
Market globalizationMarket globalization
SubcultureSubculture
CultureCulture
Cultural diversityCultural diversity
QuickQuiz
QuickQuizQuickQuiz
QuickQuizQuickQuiz
QuickQuizQuickQuiz
QuickQuiz
3.6
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
A Few Basic Concepts About Culture
Culture is learned.
Cultures vary in stability.
Cultures vary in complexity.
Cultures vary in tolerance.
3.7
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Cultural Differences
Cultural Context: physical cues, environmental stimuli, and implicit understandings that convey meaning
High-context culture: majority of the message is communicated indirectly (nonverbally)
Low-content culture: majority of message is communicated directly (words)
3.8
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Cultural Contex
Low-context Cultures
German Scandanavian NorthAmerican English French Italian Spanish/Mexican Greek Arab Chinese Japanese
High-context Cultures
3.9
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Creating Ethical Messages
When communicating across cultures, apply these four basic principles:
Seek mutual ground to allow clearest possible exchange of information.
Seek mutual ground to allow clearest possible exchange of information.
Send and receive messages without judgment.
Send and receive messages without judgment.
Send messages that are honest.Send messages that are honest.
Show respect for cultural differences.Show respect for cultural differences.
3.10
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Recognizing Cultural Differences
Negotiating stylesDecision-making processProblem-solving techniquesEthicsStatusMannersTimePersonal spaceBody language
3.11
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Overcoming Ethnocentrism
Ethnocentrism is the belief that one’s own cultural background is superior to that of others.
Stereotyping is predicting behavior based on particular groups or classes.
To overcome ethnocentrism, Acknowledge distinctions Avoid assumptions Avoid judgments
3.12
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Unfortunate Translations in International
MarketingDairy Association “Got Milk?” “Are you lactating?”
(Mexico)
Chevrolet - car Nova “No va” = “doesn’t go” (Latin America)
Coors Beer “Turn It Loose” “Suffer from diarrhea” (Latin America)
Pepsi Cola “Come Alive with Pepsi ”
“Pepsi brings your ancestors back from the grave” (China)
Company/product English Translation
Secured from the Internet
3.13
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Overcoming Language Barriers
Breaking Through ESL Barriers
Avoid using slang and idioms.
Pay attention to local accents and pronunciation.
Be aware of vocal variations.
Breaking Through ESL Barriers
Avoid using slang and idioms.
Pay attention to local accents and pronunciation.
Be aware of vocal variations.
Breaking Through Foreign Language
Barriers
Learn a foreign language.
Use an intermediary or translator.
Offer language training programs.
Study other cultures.
Breaking Through Foreign Language
Barriers
Learn a foreign language.
Use an intermediary or translator.
Offer language training programs.
Study other cultures.
3.14
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Increase Intercultural Communication
Awareness
With a partner, list all the tips you can think of from successful intercultural businesspeople (including those in the textbook).
Activity Activity Activity Activity Activity Activity Activity Activity
3.15
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Developing Intercultural Communication Skills
• Be flexible.
• Emphasize some common ground.
• Send clear messages.
• Deal with the individual.
• Know when to be direct.
• Avoid the superficial.
• Evaluate feedback to assess your hypothesis.
• Assume differences.
• Take responsibility.
• Withhold judgment.
• Show respect.
• Empathize.
• Tolerate ambiguity.
• Recognize bias.
• Learn patience and persistence.
3.16
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Writing Effective Messages to
International Audiences
Use plain English.
Be clear.
Avoid slang and idioms.
Be brief.
Use short paragraphs.
Use transitional elements.
3.17
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Improve Your Oral Skills
Try to eliminate noise. Look for feedback. Rephrase sentences when
necessary. Clarify your true intent
with repetition and examples.
Don’t talk down to the other person.
3.18
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Improve Your Oral Skills
Use objective, accurate language.Listen carefully and patiently.Adapt your conversation style to
the other person’s.Clarify what will happen next.
continued
3.19
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
How have market globalization and cultural diversity contributed to the increased importance of intercultural communication?
What is the relationship between culture and subculture?
What are the four basic characteristics of culture?
Let’s Discuss
Test Your Knowledge
3.20
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
How do high-context cultures differ from low-context cultures?
In addition to the contextual differences, what other categories of cultural differences exist?
What four principles apply to ethical intercultural communication?
What is ethnocentrism, and how can it be overcome in communication?
Let’s Discuss
Test Your Knowledge continued
3.21
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Why is it a good idea to avoid slang and idioms when addressing a multicultural audience?
What are some ways to improve oral skills when communicating with people of other cultures?
What is the purpose of back-translation when preparing a message in another language?
Let’s Discuss
Test Your Knowledge continued
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