CROSS-CULTURAL COMMUNICATION DONE BY Vaibhav Jaiswal Sriramgopinath Saquib Ahmad Himanshu Gupta

What is Cross-cultural communication ? Cross-cultural communication (also frequently referred to as intercultural communication, which is also used in a different sense, though) is a field of study that looks at how people from differing cultural backgrounds communicate, in similar and different ways among themselves, and how they endeavour to communicate across cultures. Culture refers to values,beliefs,expectations and goals. The idea of context in culture was an idea put forth by an anthropologist by the name of Edward T Hall.

Hall breaks up culture into two main groups High and Low context cultures. Depending on how a culture relies on the three points(Non- verbal,oral,written) to communicate their meaning, will place them in either High or Low context cultures. High context refers to societies or groups where people have close connections over a long period of time. They rely more on context than the content. Low context refers to societies where people tend to have many connections but of shorter duration or for some specific reason. They rely more on content than the context.

Differences between high context and low context High context culture Low context culture Implicit communication. Identity is based in the social system. High context traits are Relational,Collectivist,Intuit ive ,contemplative. High context culture values tradition,ceremony and social rules. Explicit communication. Identity is based in the individual. Low context traits are Logical,Linear,Individualisti c, Action-oriented. Low context culture value independence and freedom from control.

Begins all meetings with friendly conversation or other social topics. High context culture Low context culture High context culture depends on the environment of a situation to convey meaning. Begins all meetings with friendly conversation or other social topics. Decisions are based on the fact and Intuition. Giving and receiving the gifts are unethical. Low context culture depends less on the environment of a situation to convey meaning. Begins a meeting directly into the business objective. Decisions are based only on the fact rather than Intuition. Gifts are expected.

UNITED STATES Low context culture

INDIA (High context culture)

Justification…… Westerners business practices tend to follow the Low context norms. They value a direct, straightforward communication style. They tend to be more impersonal and they base the relationships primarily on the quality of the product or service and trust in the firm or government. They approach to contracts which are usually written with great legal precision to be enforced by litigation if necessary. They are workaholic- working long hours at a fast pace with little time for the family. The tend to devote much attention to long term planning.

Tends to correlate time with productivity and efficiency. They are task centered and thus the primary purpose of communication is to exchange information, facts, opinions. They are obsession with punctuality, tight schedules and deadlines. They will not hesitate to say NO or to criticize others in public. They believe in having equal rights , equal social obligations, equal opportunities based on the concept of individual merit.

Entering High and Low Context Situations High contexts can be difficult to enter if you are an outsider (because you don't carry the context information internally, and because you can't instantly create close relationships). Low contexts are relatively easy to enter if you are an outsider (because the environment contains much of the information you need for participation, because you can form relationships fairly soon, and because the focus is on accomplishing a task rather than feeling your way into a relationship).

Founded on : 1898(as brad’s drink) in 1961 changed as pepsi Founded by :  Caleb Bradham Place : North carolina Global network : 1950s Employees : 2,85,000 Countries : 200+ Global market share :approximately 30% in carbonated soft drinks market More than 500 brands in 2011. Revenue :43.3$ billions 113 years in business. It earns approximately 75% of revenue from international sales. It selling 1 billion a day

Pepsi in India Came to India in 1985 . Pepsi sees opportunity in india after coca;cola departed In India it has approximately 58% market share of carbonated soft drinks market . It has 25000 system employees and 150000 indirect employees in India. 56 bottling plants.

Difficulties faced by pepsi in India In May 1985, PepsiCo joined hands with the RPG group to form Agro Product Export Limited. It planned to import Cola concentrate and sell soft-drinks under the Pepsi label and in return offered to export Juice Concentrate from Punjab. The government rejected the proposal due to its using a foreign name and importing the concentrate.  The rural people don't even think about pepsi/coke.Although the source of these soft drinks is water they will always go for water.Because all are getting daily wages approx. Rs.100-150

 allegations erupted in India that their drinks contain pesticide residues In 2006 Seven of India's 28 states have since imposed partial or complete bans on Coke, Pepsi, Sprite and other drinks from the companies. More than 10,000 schools have banned the beverages.

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