Spptchap 002

Chapter 2
Communicating
Across Cultures
© 2014 by McGraw-Hill Education. This is proprietary material

solely for authorized instructor use. Not authorized for sale or
distribution in any manner. This document may not be copied,
scanned, duplicated, forwarded, distributed, or posted on a
website, in whole or part.
Cross-Cultural Communication: Its Importance
1. Globalization
2. International Business
3. Workplace Requirements
• Communication with international coworkers & customers
• Less misinterpretation
• Improves workplace productivity
4. Enrichment of business and personal life
5. The better you understand other cultures the more efficiently
you can adapt your words, sentences and overall messages.
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may
not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 2-2
What Is Culture?
How would you define culture?

The collective programming of the mind which
distinguishes the members of one category of
people from another.
Factors Impacting Culture
What is the topography of the country? (tropical

vs. colder countries)
What is the country’s history? (Wars, International
movements)
 What role does religion play in the culture?
(Middle Eastern countries vs. Western countries)
Sensitivity to these factors enables you to conduct

and strive in the business environment & helps
avoid ethnocentrism.
Factors Impacting Culture
Ethnocentrism-
The tendency to see only your cultural
programming as normal and judging another
culture solely by the values and standards of
your own.
Body Positions and Movement
• Differs from culture to culture
• Short steps vs. Long steps
– Asian cultures use shorter steps whiles in the US people will
use longer strides while walking.
• Eye Contact
– Indonesian culture: rude to look directly at the eyes of those
holding higher position in the company.
– It is rude to stare in Western cultures.
• Squatting vs. Sitting
– Squatting is a very common business practice in some
countries, we however view it as primitive!!
Body Positions and Movement
• Head movement
• Shaking the head “yes” or “no” means little in some
cultures.
• Hand gestures
• The “OK” sign (thumbs up) is insulting in many countries like
Russia and Germany. However it is perfectly fine to use it in US.
• Touching can be viewed unfavorable in many
cultures. Chinese do not like touching.
Factors of Human Relationships
• Time [Monochronic Vs Polychronic]
– Monochronic :Time must be planned for efficient use
especially in Western countries
– Polychronic: Time is viewed as more relaxed especially in
the Middle Eastern and some Asian countries
• Space [Talking face-to-face, Queues]
– Western cultures are more accustomed to have distance
with each other when talking
– South East Asian people are not so particular about
personal space
• Odors
– Some cultures are not too particular about body odor but in
most it is treated as unhygienic.
• Frankness
– North Americans are more direct, upfront and blunt while
the British are more conservative and implicit.
• Intimacy of Relationships
– The existence of social classes, how women are treated,
what questions can be asked to each other.
• Workplace values
– The Indian culture encourages spiritual and human well-
being and productivity is considered second in priority
• Expressions of emotion
– Asian cultures strongly frown upon public display of
affection
– Westerners will accept moderate forms of it
– Laughter is a spontaneous display of joy while, in some
cultures laughing too loud is thought to be rude
Problems of Language
1. Lack of Language Equivalency
– You will not find equivalent words with the same meaning
in all languages. Ex- Pasta in Italian
– There are grammatical differences in languages
– Equivalent translations difficult
• Back translating: involves using two translators, one
with first-language skills in one of the languages
involved and one with first-language skills in the other
language
– If translations are good, then second translation matches
the first.
Problems of Language
2. Difficulties with English
– It is the common language used in International
Business
– Multiple meanings of words
– Two-word verbs
– Slang and colloquialisms
– Culturally derived words/phrases
Multiple Meanings of Words
Possible meanings of run:

•To move fast
•To compete for office
•A score in cricket/baseball
•A type of stitching
Two Word Verbs
Two-Word Verb Substitute

1.Give Up 1. Surrender
2.Go On 2. Continue
3.Take Off 3. Depart
4.Put Off 4. Delay
5.Figure Out 5. Solve
6.Track Down 6. Find
not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slang & Colloquialism
•We talked about this in previous chapters

•When using cross-cultural communication,
misunderstanding with these words increases.
–Couch potato
–Nut job
–Pumped
–Douche Bag
Tips: Communicating Cross-Culturally
• Do your research
• Know yourself and your company
• Adapt your English to your audience
• Be open to change

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Chapter 2

© 2014 by McGraw-Hill Education. This is proprietary material

How would you define culture?

What is the topography of the country? (tropical

Sensitivity to these factors enables you to conduct

Possible meanings of run:

Two-Word Verb Substitute

•We talked about this in previous chapters

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