Excellence in Business Communication

Thirteenth Edition, Global Edition

Chapter 4

Communication Challenges
in a Diverse, Global
Marketplace

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Learning Objectives
4.1 Discuss the opportunities and challenges of intercultural
communication.
4.2 Define cultural competency, and explain the influence of
culture on business communication.
4.3 Explain the importance of recognizing cultural variations,
and list eight key dimensions of cultural diversity.
4.4 List four general guidelines for adapting to any business
culture.
4.5 Identify six steps you can take to improve your
intercultural communication skills.

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Understanding the Opportunities and Challenges
of Communication in a Diverse World
(LO 4.1) Discuss the opportunities and challenges of
intercultural communication.
Diversity includes all the characteristics that define people
as individuals.
Intercultural communication is the process of sending and
receiving messages between people whose cultural
backgrounds could lead them to interpret verbal and
nonverbal signs differently.

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The Opportunities in a Global
Marketplace
• Effective communication is important to cross-cultural and
global business.
• 90% of executives said their companies’ profits, revenue
and market share would all improve with better
international communication skills.
• Improving your cultural communication skills could make
you a more valuable job candidate at every stage of your
career.

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The Advantages of a Diverse Workforce
• The diversity of today’s workforce brings distinct
advantages to business.
– A broader range of views and ideas
– A better understanding of diverse, fragmented
markets
– A broader pool of talent from which to recruit

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Challenges of Intercultural
Communication
• Because culture influences everything about
communication such as language, nonverbal signals, time
and space, and rules of human relationships, this can
cause a challenge during an exchange.
• Based on how business messages are:
– Composed
– Conceived
– Delivered
– Received
– Interpreted

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Developing Cultural Competency
(LO 4.2) Define cultural competency, and explain the
influence of culture on business communication.
Cultural competency includes the appreciation for cultural
differences that affect communication and the ability to
adjust one’s communication style to match the situation.

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Understanding the Concept of Culture
• Culture is a shared system of symbols, beliefs, attitudes,
values, expectations, and behavior norms.
• Cultures vary in their rate of change, complexity, and
tolerance of outsiders.
• People learn culture directly or indirectly.
• Culture can be:
– Coherent (logical)
– Complete (answer all of life’s big questions)

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Overcoming Ethnocentrism and
Stereotyping
• Ethnocentrism is the tendency to judge other groups according
to the standards, behaviors, and customs of one’s own group.
– Xenophobia: fear of strangers and foreigners
• Stereotyping is assigning generalized attributes to an individual
on the basis of membership in a particular group.
• To overcome these tendencies and become more accepting of
other cultures, here are some simple habits to help:
– Avoid assumptions
– Avoid judgements
– Acknowledge distinctions

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Recognizing Variations in a
Diverse World
(LO 4.3) Explain the importance of recognizing cultural variations, and
list eight key dimensions of cultural diversity.
• Context
• Legal and ethical
• Social norms
• Nonverbal signals
• Age
• Gender
• Religion
• Ability

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Contextual Differences
• Cultural context is the pattern of physical cues,
environmental stimuli, and implicit understanding that
conveys meaning between members of the same culture.
– Two groups: high- and low-context culture
▪ In high-context culture, people rely more on
nonverbal actions and environmental setting to
convey meaning.
▪ In low-context culture, people rely more on explicit
verbal communication.

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Legal and Ethical Differences
• Culture influences legal and ethical behavior, which can
affect communication.
– The meaning of business contracts can vary from
culture to culture.
– The U.S. Foreign Corrupt Practices Act

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Social Norms and Customs
• The nature of social behavior varies between cultures in
the following areas:
– Attitudes toward work and success
– Roles and status
– Use of manners
– Concepts of time
– Future orientation
– Openness and inclusiveness

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Nonverbal Communication
• Cultural norms influence the use of many nonverbal
signals and behaviors.
– Greetings
– Space
– Touch
– Facial expressions
– Eye contact
– Posture
– Formality

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Age Differences
• Generations are shaped differently based on world
events, social trends, and technology advances.
• 70 million people in the U.S. are Millennials.
• Resist the urge to make assumptions about any age
group.

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Table 4.1 Popularly Labeled Generations
in the U.S. Population

Label Birth Years

Greatest Generation 1901–1927
Silent Generation 1928–1945
Baby Boomers 1946–1964
Generation X 1965–1980
Millennials 1981–1996
“Post-Millennials” 1997–

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Gender Differences
• Perceptions of gender vary from culture to culture.
– Bias
– Gender imbalance
▪ Communication styles
– Men focus on content
– Women focus on relationships
– Outdated concepts of gender and sexual orientation

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Religious Differences
• Religion brings potential for workplace conflict.
• U.S. law requires employers to accommodate employees’
religious beliefs to a reasonable degree.

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Ability Differences
• Disabilities can affect communication.
– Hearing
– Vision
– Cognitive ability
– Physical ability
• Assistive technology has allowed employers to create
more inclusive workplaces.

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Adapting to Other Business Cultures
(LO 4.4) List four general guidelines for adapting to any
business culture.
Adapting your approach is essential to successful
communication.

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Guidelines for Adapting to Any
Business Culture
• Four general guidelines that can help communicators
improve their cultural competency:
– Become aware of your own biases.
– Be careful about applying the “Golden Rule”.
– Be accommodating and respectful, even if you don’t
understand or agree.
– Be patient and maintain a sense of humor.

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Guidelines for Adapting to U.S.
Business Culture
• Individualism: U.S. culture generally expects individuals to
succeed by their own efforts, and it rewards individual success.
• Equality: Equality is considered a core American value.
• Privacy and personal space: Fair amount of privacy; this applies
to physical space as well
• Time and schedule: Value punctuality and the efficient use of
time.
• Religion: People are expected to respect other’s beliefs.
• Communication style: Direct and content focused

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Improving Intercultural Communication
Skills
(LO 4.5) Identify six steps you can take to improve your
intercultural communication skills.
Improvement can be made by studying other cultures and
languages, respecting preferences for communication
styles, writing clearly, speaking and listening carefully,
knowing when to use interpreters, and helping others adapt
to your culture.

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Studying Other Cultures
• Efforts made to learn about another culture require ability
to change personal habits.
• Numerous resources are available to offer advice on other
cultures.
• People respond positively to honest effort and good
intentions.
• Show an interest in learning more about cultures.

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Figure 4.2 Components of Successful
Intercultural Communication

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Studying Other Languages
• The demand for multilingual communicators is growing.
• Being able to communicate in more than one language
makes you a more competitive candidate and opens a
variety of career opportunities.
• A variety of apps and websites help with essential words,
grammar, punctuation, text translation and audio
translation.

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Table 4.2 Doing Business in Other
Cultures (1 of 3)
Action Details to Consider
Understand social customs • How do people react to strangers? Are they friendly? Hostile? Reserved?
• How do people greet each other? Should you bow? Nod? Shake hands?
• How do people express appreciation for an invitation to lunch, dinner, or
someone’s home?
• Should you bring a gift? Send flowers? Write a thank-you note?
• Are any phrases, facial expressions, or hand gestures considered rude?
• How do you attract the attention of a waiter? Do you tip the waiter?
• When is it rude to refuse an invitation? How do you refuse politely?
• What topics may or may not be discussed in a social setting? In a business
setting?
• How do social customs dictate interaction between men and women? Between
younger people and older people?

Learn about clothing and food • What occasions require special attire?
preferences • What colors are associated with mourning? Love? Joy?
• Are some types of clothing considered taboo for one gender or the other?
• How many times a day do people eat?
• How are hands or utensils used when eating?
• Where is the seat of honor at a table?

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Table 4.2 Doing Business in Other
Cultures (2 of 3)
Table 4.2 [Continued]

Action Details to Consider

Assess political patterns • How stable is the political situation?
• Does the political situation affect businesses in and out of the
country?
• Is it appropriate to talk politics in social or business situations?
Understand religious and • To which religious groups do people belong?
social beliefs • Which places, objects, actions, and events are sacred?
• Do religious beliefs affect communication between men and women
or between any other
• groups?
• Is there a tolerance for minority religions?
• How do religious holidays affect business and government
activities?
• Does religion require or prohibit eating specific foods? Eating at
specific times?

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Table 4.2 Doing Business in Other
Cultures (3 of 3)
Table 4.2 [Continued]
Action Details to Consider
Learn about economic and • Is the society homogeneous or heterogeneous?
business institutions • What languages are spoken?
• What are the primary resources and principal products?
• Are businesses generally large? Family controlled? Government
controlled?
• What are the generally accepted working hours?
• How do people view scheduled appointments?
• Are people expected to socialize before conducting business?
Appraise the nature of • Is money or a gift expected in exchange for arranging business
ethics, values, and laws transactions?
• Do people value competitiveness or cooperation?
• What are the attitudes toward work? Toward money?
• Is politeness more important than factual honesty?

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Respecting Preferences for
Communication Style
• Communication style—including the level of directness,
the degree of formality, media preferences, and other
factors—varies widely from culture to culture.
• Communication in many other cultures is more formal
and less direct than it is in the United States, and
politeness is valued highly.

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Figure 4.4a Intercultural Business
Letter: Ineffective Original Draft

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Writing Clearly
• Writing clearly is important. Follow these recommendation to
make sure your message can be understood:
– Choose words carefully.
– Avoid words with multiple meanings.
– Write short and clear sentences.
– Keep paragraphs short.
– Use transitions generously.
– Address international correspondences properly.
– Cite numbers and dates in local formats.
– Avoid slang and idiomatic phrases.
– Avoid humor and references to popular culture.

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Figure 4.4b Intercultural Business
Letter: First Revision

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Speaking and Listening Carefully
• Languages vary in the significance of tone, pitch, speed,
and volume, which can create challenges.
• Tips:
– Speak slowly and clearly.
– Don’t rephrase until obvious.
– Look and ask for feedback.
– Don’t talk down to others.
– Double check to make sure you and the other party
agree.

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Figure 4.5. Writing for Multilingual
Audiences

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Helping Others Adapt to Your Culture
• Look for opportunities for help people adapt their
communication style.
• Simplify the communication process.
– Oral communication in a second language is usually
more difficult than written forms of communication.

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