Communication & Organisation Lecture 10 1 Communication in Organisation Lecture 10 Cultural Barriers to Communication

Communication & Organisation Lecture 10 2 Culture it is not innate, but learned it is shared by group members, and defines boundaries between different groups language is a major component of culture

Communication & Organisation Lecture 10 3 General Motors Ad should read ‘Body by Fischer’ It actually read ‘Corpse by Fischer’

Communication & Organisation Lecture 10 4 Hertz strap-line ‘Let Hertz put you in the driving seat’(liberation and action) ‘Let Hertz make you a chauffeur’ (change your occupation or status)

Communication & Organisation Lecture 10 5 Cultures and Nations High context culture –the meaning of individual behaviour and speech changes depending on the situation –nonverbal messages are full of important meaning (Read between the lines) –e.g. Japan

Communication & Organisation Lecture 10 6 Low context culture –intentions are expressed verbally –the situation does not change the meaning of words –e.g. Switzerland, India, China, Australia, New Zealand

Communication & Organisation Lecture 10 7 English is generally a Low Context language i.e it is explicit and not dependent upon context very much………….. Japanese is a High Context language

Communication & Organisation Lecture 10 8 Silence may be Positive or Negative dependent upon the Cultural context

Communication & Organisation Lecture 10 9 Location Participants Stereotypes Relationship Intended Message Interpreted Message Cultural Mediation

Communication & Organisation Lecture Non-Verbal Communication Kinesics Hand Gestures Eye contact Body/head movements Paralanguage How we say things Proxemics

Communication & Organisation Lecture Social and cultural influences on the international buyer Cultural differences –language, spoken and silent –mental processes and learning –values and norms –rewards and recognition Type of buyer behaviour –consumer –business –government

Communication & Organisation Lecture The influence of others in the buying process decision-making unit family peers Specific cultural influences –religion –education –family –reference groups

Communication & Organisation Lecture The influence of the market –distribution channels –manufacturer –service provider

Communication & Organisation Lecture ‘ Self-Reference Criteria’ Define problem or goals in terms of home- country cultural traits, habits and norms Define problem or goals in terms of foreign cultural traits, habits and norms Isolate the SRC influence in the problem and examine it carefully to see how it complicates the problem Redefine the problem without the SRC influence and solve for the foreign market James Lee (1966)

Communication & Organisation Lecture Written English: but what does it mean? Japanese hotel notice to guests: ‘ You are invited to take advantage of the chambermaid’ Bangkok dry cleaner to potential customers ‘Drop you trousers here for best results’ A Roman laundry innocently suggests: ‘ Ladies, leave your clothes here and spend the afternoon having a good time’

Communication & Organisation Lecture A Copenhagen Airline promises to ‘Take your bags and send them in all directions’ A Hong Kong dentist claims to extract teeth ‘By the latest Methodists’ A French hotel indicates: For your pleasure there is a French Widow in every bedroom

Communication & Organisation Lecture An outline of cross-cultural analysis of consumer behaviour Determine the relevant motivations of the culture Determine the characteristic behaviour patterns Determine what broad cultural patterns are relevant to this product Determine the characteristic forms of decision making

Communication & Organisation Lecture Evaluate promotion methods appropriate to the culture Determine appropriate institutions for this product in the mind of the consumer

Communication & Organisation Lecture Question ?

Communication & Organisation Lecture English Words Find examples of words that sound the same but have different meanings Find examples that Confuse…….