Welcome to

Cross-Cultural Communication

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Learning Objectives
• To define and demonstrate the effect of culture’s various
dimensions on business.
• To examine ways in which cultural knowledge can be
acquired and individuals and organizations prepared for
cross-cultural interaction.
• To illustrate ways in which cultural risk poses a challenge to
the conduct of business communications and transactions.
• To suggest ways in which businesses act as change agents in
the diverse cultural environments in which they operate.

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Expanding Operations Across Borders
Two distinct tasks emerge:
i. To understand cultural differences
and the ways they manifest
themselves
ii. To determine similarities across
cultures and exploit them in
strategy formulation

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 Introduction to Cross-cultural Communication
• In today’s rapidly changing business world, it’s critical to gain
an understanding of how cultural elements influence
communication between individuals and groups in the
workplace.
• As companies expand across borders, they face diverse
cultural landscapes that significantly affect their operational
effectiveness, decision-making processes, and overall strategic
success.
• These challenges make cross-cultural communication a vital
area of study, as effective communication is crucial for
fostering international business relationships and ensuring
successful collaborations.
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• Developing cross-cultural communication skills is the first step
in creating a successful work environment that brings out the
best in an organization’s team members.
• Cross-cultural communication is the process of recognizing
both the differences and similarities among cultural groups in
order to effectively engage within a given context.
• It refers to the ways in which people from different cultural
backgrounds adjust to improve communication with one
another and is concerned with communicating with people
from different cultures, considering factors like language
differences, non-verbal cues, business customs, and power
dynamics to build trust and understanding across diverse
teams and international partnerships.

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 Importance of Cross-cultural Communication
• In an era characterized by unprecedented globalization,
businesses operate within a complex tapestry of cultures, each
with its own unique set of values, norms, and communication
styles.
• The globalized economy has interconnected markets more than
ever before, intensifying the need for a deeper understanding
of cultural nuances in business communication.
• As companies expand across borders, they face diverse cultural
landscapes that significantly affect their operational
effectiveness, decision-making processes, and overall strategic
success.

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• These challenges make cross-cultural communication a vital
area of study, as effective communication is crucial for
fostering international trade, business relationships and
ensuring successful collaborations.
• In 2021, there were an estimated 334 million businesses
worldwide.
• Although they all are in different countries and time zones,
advances in technology have made it easier than ever for
these businesses to transact with one another.
• As a result, when you enter the workforce, you will likely
interact with coworkers, clients, vendors and customers from
all over the world.

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• Understanding the subtleties of cross-cultural communication,
as well as identifying and overcoming your unconscious biases,
will make it easier for you to work for a global business and
successfully build relationships with business partners from
other countries.
• To be successful in any industry, you need to understand the
communication patterns of employees, customers, investors,
and other audiences.
• Awareness of and willingness to adjust cultural differences
allow us to exchange information regardless of cultural values,
norms, and behaviors that may vary between audiences.

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• Given the different backgrounds that each audience might
have, it is critical to understand how culture influences
communication, and how this can impact organizational
processes.
• International trade and the global market have made it
necessary to approach communication with a degree of
cultural intelligence.
• For example, American businesspeople often see eye contact
as a good way to show confidence and convey interest in the
conversation.
• However, in many Asian countries, including Japan, too much
eye contact is considered disrespectful.

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• When you understand these differences in perception of
nonverbal cues, you can adjust your approach during business
discussions.
• Cross-cultural communication is important because it enables
us to create a positive work environment by bringing out the
best from the cultural backgrounds of all team members.
• In a multicultural work setting, developing a solid cross-
cultural communication skills is vital.
• To be successful, organizations need to understand the
communication patterns of employees, customers, investors,
and other audiences.
• Cross-cultural communication is crucial in today's
interconnected world for several reasons.
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• It enables individuals and organizations to interact effectively
with people from diverse cultural backgrounds, fostering
understanding, collaboration, and mutual respect.
• Following are some key points as to why cross-cultural
communication is important:
1. Globalization and International Business:
• Companies operating in global markets need to understand and
respect cultural differences to effectively reach and engage
diverse customer bases.
• Multinational teams and partnerships require effective
communication to work cohesively and achieve common goals.

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2. Enhanced Relationships
•Understanding cultural nuances helps build trust and rapport
with colleagues, clients, and partners from different backgrounds.
•Cross-cultural communication skills are essential for resolving
misunderstandings and conflicts that arise from cultural
differences.
3. Innovation and Creativity:
•Communication across different cultures brings diverse
perspectives and ideas, fostering innovation and creative
problem-solving.
•A culture of inclusivity and respect enhances employee morale
and productivity.

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4. Effective Negotiation
•Understanding cultural norms and values is crucial for
successful negotiations, as it helps avoid misunderstandings and
build mutually beneficial agreements.
•Being adaptable and respectful of different communication
styles can lead to more effective and harmonious negotiations.
5. Customer Satisfaction
•Tailoring products, services, and marketing strategies in
alignment with cultural preferences and values enhances
customer satisfaction and loyalty.
•Clear and culturally sensitive communication ensures that
customer needs and expectations are met.

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6. Social and Cultural Integration
•Effective cross-cultural communication promotes social cohesion
and integration in multicultural societies.
•It facilitates the exchange of cultural knowledge and
experiences, enriching communities and fostering mutual respect.
7. Personal Growth and Development
•Engaging in cross-cultural communication enhances one’s
cultural awareness and sensitivity, broadening one's worldview.
•It improves overall communication skills, including active
listening, empathy, and adaptability.

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8. Avoiding Stereotypes and Biases
•Cross-cultural communication encourages individuals to
challenge stereotypes and biases, promoting a more inclusive
and equitable society.
•It fosters respectful and open-minded interactions, reducing the
likelihood of cultural misunderstandings and conflicts.
9. Legal and Ethical Considerations
• Understanding the cultural differences is essential for
complying with international laws and regulations.
• It promotes ethical business practices by ensuring that
cultural values and norms are respected.

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10. Crisis Management
•In times of crisis, effective cross-cultural communication ensures
that messages are clearly understood and appropriately
responded to across different cultural contexts.
•It facilitates coordinated and unified efforts in addressing global
challenges, such as pandemics or natural disasters.
•Cross-cultural communication is vital for fostering
understanding, collaboration, and respect in an increasingly
interconnected world.
•By developing and honing these skills, individuals and
organizations can navigate cultural differences effectively, build
stronger relationships, and achieve greater success in both
personal and professional endeavors.

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• “Effective cross-cultural communication is essential to
preventing and resolving conflict, building networks, and
creating a satisfactory work environment for everyone
involved”.
• The Society for Human Resource Management (SHRM)
reports that culture has a significant impact on productivity.
• As such, it is important to recognize the fact that “employees
from different backgrounds are motivated by different
incentives and react differently to various management and
communication styles.”

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• Cultures tend to differ in the degree to which context
influences the meaning individuals take from communication.
• In high-context cultures such as China, Korea, Japan, and
Vietnam, people rely heavily on nonverbal and subtle
situational cues in communicating with others, and a person’s
official status, place in society, and reputation carry
considerable weight. What is not said may be more significant
than what is said.
• In contrast, people from Europe and North America reflect
their low-context cultures. They rely essentially on spoken and
written words to convey meaning; body language and formal
titles are secondary.

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• These contextual differences actually mean quite a lot in
terms of communication.
• Communication in high-context cultures implies considerably
more trust by both parties.
• What may appear to be casual and insignificant conversation
in fact reflects the desire to build a relationship and create
trust.
• Oral agreements imply strong commitments in high-context
cultures. And who you are - your age, seniority, rank in the
organization - is highly valued and heavily influences your
credibility.

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• But in low-context cultures, enforceable contracts tend to be
in writing, precisely worded, and highly legalistic.
• Similarly, low-context cultures value directness. Managers
are expected to be explicit and precise in conveying intended
meaning.
• It is quite different in high-context cultures, in which
managers tend to “make suggestions” rather than give
orders.

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• Unfortunately, there is no one-size-fits-all solution to this
problem. Rather, the best way to address the issue often
involves getting started on an individual level.
• To begin, consider stepping out of your comfort zone and trying
new things in the workplace.
• In terms of cross-cultural communication, one of the best ways
to embrace this idea is to try new methods of doing things in
ways that can help you better understand the perspectives of
others.

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 High- versus Low-Context Cultures
High-context culture Low-context culture
context is at least as important most of the information is
as what is actually said contained explicitly in words
what is not being said can what is said is more important
carry more meaning than what that what is not said
is said focuses on individual
focuses on group development
development The U.S. is an example
Japan and Saudi Arabia are
examples

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How can you improve cross-cultural
communication?

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• Intercultural communication in workplace can become an issue
for many businesses due to some thinking it’s just too difficult to
solve.
• Understanding cultural differences can seem like a monumental
challenge, but it’s one in full reach of any organization willing to
put in the time and effort.
• The way we communicate with other cultures is a significant
part of inclusion within diversity, equity, and inclusion (DE&I).
• It’s very easy to mess up, ignore, patronise and worse still offend
staff members, customers and clients when we fail to
understand the nuances of cross-cultural communication.
• We know that communication styles are patterns that people
learn from the range of cultures in which they have
membership.
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• However, there are cultures within cultures so it is important to
understand that there are different levels of communication at
play all of the time.
• The key to success in this case is understanding and accepting
the differences of a multicultural team, and then using them to
enhance the way the team analyses situations and makes
decisions.
• It is equally true to say that every culture has a ‘communication
style norm’ that is used by a majority of people in that culture.
• Business firms want to have a productive workforce. However,
building and maintaining a productive workforce requires an
environment that supports diversity while balancing time, cost,
and management.

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• When diversity is the feature that characterizes a team, the
chances of miscommunication happening are higher. So, how
can cross-cultural communication in the workplace be
improved?
• Below are 10 strategies that will help you leverage greater
communication amongst diverse teams and promote inclusivity,
based on my recent experiences. Let’s find out.
1. Do your research: Before you meet your new member of staff,
research the target culture. Many cultures expect a degree of
formality at the beginning of communication between
individuals.
• Every culture has its own specific way of indicating this formality
and as a leader or practitioner in the HR field, appropriate
etiquette goes a long way in respecting other people’s culture.
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2. Preconceptions and stereotypes: Preconceived notions and
stereotyping occur when oversimplified characteristics are used
to judge a group of people or an individual associated with a
group. Reducing the default behaviour of seeing things as ‘good’
or bad’ without really understanding the intent.
3. Avoid slang: Non-native English speakers may understand the
individual words you use, but not the context or the meaning of
slang words, idioms or sayings.
• Even when speaking the same language and using the same
words, individuals can interpret the strength of a word very
differently. As a result, you could end up confusing them or even
offending them.

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4. Be aware of nonverbal misinterpretations: We send and
receive non-verbal messages through our body language, facial
expressions, and eye contact. Even clothing and furniture style
can communicate an intended or unintended message.
5. Speak slowly: Even if English is the common language in a
cross-cultural situation, it is not a good idea to speak at your
normal conversational speed. Modulating your pace will help,
as will speaking clearly and pronouncing your words properly.
This does not mean that you speak at a snail’s pace which can be
seen as both annoying and patronising.
6. Keep it simple: In a cross-cultural conversation, there’s no need
to make it harder for both of you by using big words. Choose
simplicity over complexity in cross-cultural communication –
check for an understanding of meanings. 33
7. Assumption of similarities: The invisible aspects of our culture
lead us to assume our communication style and way of behaving
is how everyone communicates and behaves.
When they act like us we think they are right, or we don’t give it
much thought. When someone acts differently, we may judge
them negatively. Appreciate the differences, embrace the
diversity.
8. Practice active listening: Restate or summarise what the other
person has said, to ensure that you have understood them
correctly, and ask frequent questions. This helps build rapport
and ensures that important information does not get missed or
misunderstood.

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9. Avoid closed questions: Do not phrase a question that requires a
yes or no answer. In many cultures it is difficult or embarrassing
to answer in the negative, so you will always get a ‘yes’ even if
the real answer is ‘no’. Ask open-ended questions that require
information as a response.
10. Be careful with humour: Many cultures take business very
seriously and believe in behaving professionally and following
protocol at all times. If you decide to use humour, make sure it
will be understood and appreciated in other culture and not
cause an offence.
DE&I leaders, executives, managers and HR have a responsibility
to understand that culturally learned behavioural differences
affect communication behaviours. Getting this right will reduce
cultural conflicts in the workplace and improve diversity and
inclusion initiatives. 35
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Culture Defined

Culture is an integrated
system of learned
behavior patterns that are
characteristic of the
members of any given
society.

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• Culture is one of the most important concepts in sociology
because sociologists recognize that it plays a crucial role in
our social lives.
• It is important for shaping social relationships, maintaining
and challenging social order, determining how we make sense
of the world and our place in it, and shaping our everyday
actions and experiences in society. It is composed of both
non-material and material things.
• Thus, culture includes language, ideas, beliefs, customs,
codes, institutions, tools, techniques, works of art, rituals, and
ceremonies, among other elements.
• Culture is the characteristics and knowledge of a particular
group of people, encompassing language, religion, cuisine,
social habits, music and arts.
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• Shared patterns of behaviors and interactions, cognitive
constructs and understanding that are learned by
socialization.
• "Culture encompasses religion, food, what we wear, how we
wear it, our language, marriage, music, what we believe is
right or wrong, how we sit at the table, how we greet visitors,
how we behave with loved ones and a million other things." -
Cristina De Rossi

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 Characteristics of Culture
• Culture is learned, shared, and transmitted from one
generation to the next.
• Culture can be passed from parents to children, by social
organizations, special interest groups, the government,
schools, and churches.
• Culture is multidimensional, consisting of a number of
common elements that are interdependent.

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 Acculturation

Acculturation is the
process of adjusting and
adapting to a specific
culture other than one’s
own. It is one of the keys
to success in international
operations.

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 Elements of Culture
Language (verbal
and nonverbal) Religion
Values and
Attitudes

Manners and
Customs

Material Elements

Social Institutions Education Aesthetics

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 The Four Roles of Language
1. Language aids in information gathering and evaluation.
2. Language provides access to local society.
3. Language capability is increasingly important in company
communications.
4. Language provides more than the ability to communicate
because it extends beyond mechanics to the
interpretation of contexts that may influence business
operations.

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 Nonverbal language
Distinctions must be made in five key topics:

Time
Space

Material Possessions

Friendship Patterns
Business Agreements

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Dominant Religions

Christianity
Islam

Hinduism

Buddhism
Confucianism

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 Values and Attitudes
Value of U.S. Culture Alternate Value Function Affected
The individual can influence Life follows a preordained Planning and scheduling
the future course
We must work hard to Hard work is not the pre- Motivation and reward
accomplish our objectives requisite for success; wisdom, system
luck, and time are also required
Commitments should be A commitment may be Negotiating or
honored super- bargaining
One should effectively use seded by aare
Schedules conflicting
important but only Long and short range
one’s time inrequest
relation to other priorities planning
A primary obligation of the The individual employee has a Loyalty, commitment,
employee is to the organization primary obligation to the family and motivation
The best qualified person should Family issues and friendship Employment, promotions
be given the position available can determine employment recruiting, selection
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 Manners and Customs
• Potential ways in which negotiators may not be prepared:
• the understanding of different ways of thinking
• attention to the necessity to save face
• knowledge and appreciation of the host country
• recognition of the decision-making process and the role of
personal relations and personalities
• the allocation of time for negotiations

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 Material Elements
• Material culture refers to the results of technology and is
directly related to how a society organizes its economic
activity.
• It is manifested in the availability and adequacy of the
basic economic, social, financial, and marketing
infrastructure for the international business in a market.

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 Material Elements Chart
Material Culture

Financial and
Economic Social
Marketing
Infrastructure Infrastructure
Infrastructure

transportation energy housing health banks research firms

communications education

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Aesthetics
• Good taste is expressed through
colors, form, and music.

• The meanings of colors and symbols

vary from country to country.

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Education
• Education, either formal or
informal, plays a major role in the
passing on and sharing of culture.

• International firms need to

understand the varying emphases
on particular skills and the overall
level of education provided.

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 Social Institutions
• Social stratification is the division of a particular population
into classes.

• Reference groups provide the values and attitudes that

influence behavior. Primary reference groups include the
family and coworkers.

• Social organization determines the roles of managers and

subordinates and how they relate to each other.

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 Cultural Knowledge
• Cultural knowledge can be defined by the way it is acquired:
• objective or factual information is obtained through
communication, research, and education.
• experiential knowledge can be acquired only by being
involved in a culture other than one’s own.
• Interpretive knowledge is the ability to understand and fully
appreciate the nuances of different cultural traits and
patterns.

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 Acquiring International Experience
Manager’s ranking of factors involved in acquiring
international expertise

Factor Considered Critical Considered Important

Assignments overseas 85% 9%
Business travel 83 17
Training programs 28 57
Non-business travel 28 54
Reading 22 72
Graduate courses 13 52
Precareer activities 9 50
Undergraduate courses 1 48
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 Cross-Cultural Behavior Model
Strategic
Change
Opinion
Agent
Leadership

Cognitive Adoption
Search Adoption
Tendency
Communication
about Propensity
Innovation to Change

Evaluation
Cognitive
of
Distortion
Innovation
Cultural
Lifestyle
Consequences
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Cross-Cultural Behavior Model
The key variable of the model is
propensity to change, which is a
function of three constructs:
cultural lifestyle

change agents

communication about the innovation

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 Cultural Dimension Scores for 12 countries

100 100
Japan U.S.A
France Netherlands
Great Britain
Mexico
Brazil
Uncertainty Germany Germany
Arab Countries Individualism
Avoidance France
Netherlands West Africa
Japan
50 50
Brazil
U.S.A Indonesia Arab Countries
Great Britain Mexico
Hong Kong

Hong Kong
West Africa
Indonesia
0 50 100 50 0
Power Distance Masculinity 57
 Dimensions of Culture
Differences in cultural lifestyle can be explained by:
individualism
power distance
uncertainty avoidance
Masculinity

Asian countries tend to have high uncertainty avoidance

and low masculinity.

Western countries tend to have low uncertainty

avoidance and high masculinity.

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 Self Reference Criterion
Self reference criterion is the unconscious reference to
one’s own cultural values and is the root of most
international business problems.
Suggestions to reduce cultural bias include:
Define the problem or goal in terms of domestic cultural traits,
habits, or norms.
Define the problem or goal in terms of the foreign cultural traits,
habits, or norms.
Isolate the self-reference criterion influence in the problem, and
examine it to see how it complicates the problem.
Redefine the problem without the self-reference criterion
influence, and solve for the optimum-goal situation

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Cross-Cultural Training
Cultural training
programs should include:
culture-specific information
general cultural information
on values, practices, and
assumptions
self-specific information
that identifies one’s own
cultural paradigm

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Cross-Cultural Training (cont.)
Additional forms of
training include:
mentoring
area studies programs
cultural assimilator
programs, in which
trainees must respond to
scenarios of specific
situations in a particular
country
sensitivity training
field experience
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Tips for Making Culture Work for
Business Success
Embrace local culture
Build relationships
Employ locals to gain cultural knowledge
Help employees understand you
Adapt products and practices to local markets
Coordinate by region

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