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CROSS-CULTURAL CROSS-CULTURAL COMMUNICATIONCOMMUNICATION
SELF LEARNING MODULE 1SELF LEARNING MODULE 1
11
CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
LEARNING OBJECTIVESLEARNING 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
effective 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. 2
SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
EXPANDING OPERATIONS EXPANDING OPERATIONS ACROSS BORDERSACROSS BORDERS
Two distinct tasks emerge:
To understand cultural
differences and the ways they
manifest themselves
To determine similarities across
cultures and exploit them in
strategy formulation
3
SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
CULTURE DEFINEDCULTURE DEFINED
4
Culture is an integratedCulture is an integrated system of learned system of learned
behavior patterns that arebehavior patterns that are characteristic of the characteristic of the
members of any givenmembers of any given society. society.
SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
CHARACTERISTICS OF CHARACTERISTICS OF CULTURECULTURE
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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SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
ACCULTURATIONACCULTURATION
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Acculturation is theAcculturation is the process of adjusting andprocess of adjusting and adapting to a specific adapting to a specific
culture other than one’sculture other than one’s own. It is one of the keysown. It is one of the keys
to success in internationalto success in international operations.operations.
SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
HIGH-VERSUS LOW-CONTEXT HIGH-VERSUS LOW-CONTEXT CULTURECULTURE
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context is at least as important
as what is actually said
what is not being said can
carry more meaning than what
is said
focuses on group development
Japan and Saudi Arabia are
examples
most of the information is
contained explicitly in words
what is said is more important
that what is not said
focuses on individual
development
The U.S. is an example
High-context CultureHigh-context Culture Low-context CultureLow-context Culture
SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
CHANGE AGENTSCHANGE AGENTS By introducing new products, services, ideas and practices,
an international business entity becomes a change agent.
this may shift consumption from one product or services
to another, or
it may lead to massive social change.
Many governments take action to protect their culture-
specific industries.
8
SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
CULTURAL UNIVERSALSCULTURAL UNIVERSALS
Cultural universals are manifestations of the total way of
life of any group of people.
These include elements such as bodily adornment,
courtship rituals, etiquette, concept of family, gestures,
joking, mealtime customs, music, personal names, status
differentiation, and trade customs.
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SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
ELEMENTS OF CULTUREELEMENTS OF CULTURE
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SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
THE FOUR ROLES OF THE FOUR ROLES OF LANGUAGELANGUAGE
Language aids in information gathering and evaluation.
Language provides access to local society.
Language capability is increasingly important in company
communications.
Language provides more than the ability to communicate
because it extends beyond mechanics to the interpretation
of contexts that may influence business operations.
11
SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
NONVERBAL LANGUAGENONVERBAL LANGUAGEDistinctions must be made in five key topics:Distinctions must be made in five key topics:
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SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
DOMINANT RELIGIONSDOMINANT RELIGIONS
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SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
VALUES & ATTITUDESVALUES & ATTITUDES Values can be defined as a "broad tendency to prefer certain states of
affairs over others." Not everyone holds the same values. Values
may be classified into intellectual, economic, social, aesthetic, and
political categories
An attitude is a fairly stable evaluative tendency to respond
consistently to some specific object, situation, person, or category of
people. Attitudes are tendencies to respond to the target of the
attitude.
Belief + Value = Attitude à Behaviour.14
SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
MANNERS & CUSTOMSMANNERS & 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 15
SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
MATERIAL ELEMENTSMATERIAL 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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SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
AESTHETICSAESTHETICS
Good taste is expressed through
colors, form, and music.
The meanings of colors and
symbols vary from country to
country.
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SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
EDUCATIONEDUCATION 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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SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
SOCIAL INSTITUTIONSOCIAL INSTITUTION
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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SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
CULTURAL KNOWLEDGECULTURAL 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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SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
DIMENSIONS OF CULTUREDIMENSIONS 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. 21
SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
SELF REFERENCE CRITERIONSELF REFERENCE CRITERIONSelf 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.22
SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
CROSS CULTURAL TRAININGCROSS 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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SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
CROSS CULTURAL TRAINING CROSS CULTURAL TRAINING (CONT…)(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 experience24
SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
TIPS FOR MAKING CULTURE TIPS FOR MAKING CULTURE WORK FOR BUSINESS WORK FOR BUSINESS
SUCCESSSUCCESS
Embrace local culture
Build relationships
Employ locals to gain cultural knowledge
Help employees understand you
Adapt products and practices to local markets
Coordinate by region25
SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
EXAMPLE OF CROSS EXAMPLE OF CROSS CULTURE ISSUESCULTURE ISSUES
If difficulties or misunderstandings occur, consider the impact of
cultural differences
This example looks at resolving a misunderstanding between
health care workers. It highlights cultural differences in both non-
verbal communication and the social codes of conduct.
26
Tina (originally from Malaysia): I have worked with a number of Fijians and sometimes I would touch their curly hair and tell them how nice and soft it feels. Then one day, I found out that in their culture, you’re not supposed to touch people on the head—only the chief can do that.
SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
THINK ABOUT HOW YOU THINK ABOUT HOW YOU MIGHT DEAL WITH THE ABOVE MIGHT DEAL WITH THE ABOVE
EXAMPLE…..EXAMPLE….. Identify the misunderstanding.
Try to understand the possible reasons/causes of the challenging
situation by consultation with the person/s themselves, relatives, co-
workers, supervisor, doctor and/or looking at resources for information
and possible explanations.
Develop and implement strategies to try to improve the situation.
Observe and describe the outcome of your strategies—i.e. the success or
failure of the strategies.
Share your expertise with your colleagues to prevent the same problem
happening again (e.g. inform your supervisor, other colleagues).27
SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
CASE STUDY ON CASE STUDY ON MCDONALD'S CROSS MCDONALD'S CROSS
CULTURE MANAGEMENTCULTURE MANAGEMENT
http://www.ukessays.com/essays/marketing/managing-
acrosscultures-case-study-on-mcdonalds-marketing-
essay.php
28
SELF LEARNING MODULE 1SELF LEARNING MODULE 1 CHAPTER 9CHAPTER 9
TeamglobalTeamglobal©©Kautilya Learning Academy of ProfessionalsKautilya Learning Academy of Professionals
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