1. Chapter 3 Communicating Across Cultures
Business Communication: Process and Product, 6e
Mary Ellen Guffey Copyright © 2008

2. The Importance of Intercultural Communication
Global Markets
Global Connectivity
Intercultural Workforce
Mary Ellen Guffey, Business Communication: Process and Product, 6e

3. Intercultural Communication Matters
Mergers, acquisitions, and buyouts stir growth beyond national boundaries.
American companies in global markets must adapt to other cultures.
New trade agreements, declining domestic markets, and middle-class growth drive global markets.
Global
Markets
Mary Ellen Guffey, Business Communication: Process and Product, 6e

4. Intercultural Communication Matters
Advances in logistics and transportation reduce distances.
Information technology has changed they way we do business.
The Internet permits instant communication across time zones and continents.
Global
Connectivity
Mary Ellen Guffey, Business Communication: Process and Product, 6e

5. Intercultural Communication Matters
Immigration makes intercultural communication increasingly necessary.
Business communicators must learn to adapt to an intercultural workforce.
Multinational companies and diversity at home require culturally savvy workers.
Intercultural Workforce
Mary Ellen Guffey, Business Communication: Process and Product, 6e

6. Characteristics of Culture
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

7. Oversimplified behavioral pattern applied uncritically to groups
How We Form Judgments
Negative!
Stereotype
Oversimplified behavioral pattern applied uncritically to groups
Mary Ellen Guffey, Business Communication: Process and Product, 6e

8. Rigid attitude based on erroneous beliefs or preconceptions
How We Form Judgments
Negative!
Prejudice
Rigid attitude based on erroneous beliefs or preconceptions
Mary Ellen Guffey, Business Communication: Process and Product, 6e

9. Prototype How We Form Judgments
Positive
Prototype
Mental representation based on characteristics that are flexible and open to new definitions
Mary Ellen Guffey, Business Communication: Process and Product, 6e

10. Dimensions of Culture
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

11. Dimensions of Culture: Context
High-context cultures tend to be relational, collectivist, intuitive, and contemplative.
Context
Japan, China, Arab countries
Low-context cultures tend to be logical, linear, and action-oriented.
North America, Germany, Scandinavia
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

12. Dimensions of Culture: Individualism
High-context cultures tend to prefer group values, duties, and decisions.
Individualism
Low-context cultures tend to prefer individual initiative, self-assertion, and personal achievement.
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

13. Dimensions of Culture: Formality
Some cultures may prefer greater formality in dress, speech, and social interaction.
Formality
North Americans place less emphasis on tradition, ceremony, and social rules.
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

14. Dimensions of Culture: Communication Style
High-context cultures rely on nonverbal cues and the total picture to communicate. Meanings are embedded at many sociocultural levels.
Communication Style
Low-context cultures emphasize words, straightforwardness, and openness. People tend to be informal, impatient, and literal.
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

15. Dimensions of Culture: Time Orientation
Time is seen as unlimited and never-ending in some cultures. Relaxed attitude toward time.
Time Orientation
Time is precious to North Americans. Correlates with productivity, efficiency, and money.
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

16. High-Context and Low-Context Cultures
Japanese
Arab
Latin American
Spanish
English
Italian
French
North American
Scandinavian
German
Swiss
HIGH-CONTEXT CULTURES
Relational
Collectivist
Intuitive
Contemplative
LOW-CONTEXT CULTURES
Logical
Linear
Individualistic
Action-oriented
Mary Ellen Guffey, Business Communication: Process and Product, 6e

17. Achieving Intercultural Proficiency
The belief in the superiority of one’s own race and culture
© Maciej Frolow / Brand X Pictures/ Jupiterimages
Applying the norms of one’s culture, expecting that others will act the way we do.
Ethnocentrism
Mary Ellen Guffey, Business Communication: Process and Product, 6e

18. Achieving Intercultural Proficiency
The belief in the superiority of one’s own race and culture
© Maciej Frolow / Brand X Pictures/ Jupiterimages
Takes a conscious effort
Leads to more satisfying relationships
Makes work life more productive and gratifying
Overcoming ethnocentrism
Mary Ellen Guffey, Business Communication: Process and Product, 6e

19. Bridging the Gap Between Cultures
Practice
Tolerance
Open-mindedness
Empathy
See the world through another’s eyes
Mary Ellen Guffey, Business Communication: Process and Product, 6e

20. Bridging the Gap: Saving Face
Respect the image a person holds in his or her social network.
In high-context cultures opt for indirectness to help preserve harmony.
Mary Ellen Guffey, Business Communication: Process and Product, 6e

21. Bridging the Gap: Patience
Be patient
Wait and listen
Embrace silence
Recognize the effort non-native speakers are making
Mary Ellen Guffey, Business Communication: Process and Product, 6e

22. Improving Intercultural Communication
Oral
Messages
Learn foreign phrases.
Use simple English.
Speak slowly and enunciate clearly.
Observe eye messages.
Encourage accurate feedback.
Check frequently for comprehension.
Accept blame.
Listen without interrupting.
Smile when appropriate.
Follow up in writing.
Mary Ellen Guffey, Business Communication: Process and Product, 6e

23. Improving Intercultural Communication
Written
Messages
Consider local formats.
Observe titles and rank.
Use short sentences and short paragraphs.
Avoid ambiguous expressions.
Strive for clarity.
Use correct grammar.
Cite numbers carefully.
Accommodate reader in organization, tone, and style.
Mary Ellen Guffey, Business Communication: Process and Product, 6e

24. Making Ethical Decisions Across Borders
Broaden your view of other cultures.
Avoid reflex judgments.
Find alternatives.
Refuse business if options violate your basic values.
Conduct all business openly.
Don’t rationalize shady decisions.
Resist lawful but unethical strategies.
Mary Ellen Guffey, Business Communication: Process and Product, 6e

25. Capitalize on Workplace Diversity
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Seek training.
Understand the value of differences.
Don’t expect conformity.
Learn about your cultural self.
Make fewer assumptions.
Build on similarities.
Mary Ellen Guffey, Business Communication: Process and Product, 6e

26. End
Mary Ellen Guffey, Business Communication: Process and Product, 6e