Intercultural AND International Business Communication

InterInterculturalculturalANDAND

InterInternationalnational

Business CommunicationBusiness Communication

Importance of Business Importance of Business WritingWriting

DirectDirect influence of on-the-job writing: influence of on-the-job writing:• your performance evaluationsyour performance evaluations• your professional reputationyour professional reputation• your company’s productivity & success in the your company’s productivity & success in the

marketplacemarketplace 2121stst-Century Marketplace = GLOBAL-Century Marketplace = GLOBAL Global Business EthicsGlobal Business Ethics

CORPORATECORPORATECULTURECULTURE

I. CORPORATE CULTUREI. CORPORATE CULTURE

A) A) DEFINITION:DEFINITION:

personalitypersonality of the company of the company main features of life at a companymain features of life at a company quality of lifequality of life at a company at a company

B) B) INFLUENCES INFLUENCES onon CORPORATE CULTURE: CORPORATE CULTURE:

1.1. Company HistoryCompany History• accumulated traditionsaccumulated traditions• spirit of the foundersspirit of the founders• facts of originsfacts of origins• mythology of originsmythology of origins• pictures on the wallspictures on the walls• ““When ol’ CW started this place….”When ol’ CW started this place….”

2.2. Type of Business = Type of CultureType of Business = Type of Culture• nontraditionalnontraditional culture: culture:

flexible, chaotic, flexible, chaotic, innovativeinnovative upstart computer co.upstart computer co.

• traditionaltraditional culture: culture: inflexible, formal, inflexible, formal, custom-ladencustom-laden decades-old publishing co.decades-old publishing co.

3.3. Management StyleManagement Style• Who’s making the decisions?Who’s making the decisions?• Rigid hierarchy?Rigid hierarchy?• Open decision-making process?Open decision-making process?

4.4. Other InfluencesOther Influences• its valuesits values• its attitude toward its its attitude toward its customerscustomers• its attitude toward its its attitude toward its employeesemployees

C)C) INFLUENCES INFLUENCES ofof CORPORATE CULTURE: CORPORATE CULTURE:

The hiring or promoting processThe hiring or promoting process The decision-making processThe decision-making process The policies regarding company The policies regarding company

documents: documents: • how they are writtenhow they are written• how they are reviewedhow they are reviewed

Attitudes concerning “Attitudes concerning “QualityQuality””

D) D) QUALITY:QUALITY:

An Aspect of Corporate CultureAn Aspect of Corporate Culture

• ““Quality Assurance”Quality Assurance”• ““Total Quality Management”Total Quality Management”• ““Continuous Improvement”Continuous Improvement”• The effort to give customers better The effort to give customers better

goods, better servicesgoods, better services• Permeates the entire organizationPermeates the entire organization

especially company writingespecially company writing

How to develop or extend Quality?How to develop or extend Quality?

1) 1) Customer Comes 1stCustomer Comes 1st::• Reader Analysis:Reader Analysis:

beforebefore writing writing strive to understand the reader’s needsstrive to understand the reader’s needs

• Both internal & external readers = “customers”Both internal & external readers = “customers”

How to develop or extend Quality?How to develop or extend Quality?

2) 2) TeamworkTeamwork::• Teamwork vs. internal competitionTeamwork vs. internal competition• Company goals vs. individual achievementsCompany goals vs. individual achievements• Group writingGroup writing

collaborative projectscollaborative projects bolsters employee cooperation & interactionbolsters employee cooperation & interaction

• writers, tech. experts, editors, graphic artists – writers, tech. experts, editors, graphic artists – • work together for common goalwork together for common goal

D) D) QUALITY:QUALITY: How to develop or extend Quality?How to develop or extend Quality?

3) 3) Employee InvolvementEmployee Involvement::• open to suggestions for improvementopen to suggestions for improvement• employee opinions = important, valuedemployee opinions = important, valued• promotes motivation promotes motivation • ex: suggest changes in document style, formatex: suggest changes in document style, format

4) 4) Long-Term InvestmentsLong-Term Investments::• employee trainingemployee training• at all levelsat all levels• writing, speaking, presentingwriting, speaking, presenting• update writing manuals (format & style)update writing manuals (format & style)

GLOBALGLOBALWORKPLACEWORKPLACE

II. GLOBAL WORKPLACEII. GLOBAL WORKPLACE

A) A) Strategies for Strategies for UnderstandingUnderstanding Cultures: Cultures:

Understand that “Global Workplace”Understand that “Global Workplace”

= = • diversity of employeesdiversity of employees• diversity of customersdiversity of customers• interinterculturalcultural communication communication• interinternationalnational communication communication

Don’t only emphasizeDon’t only emphasize the differences the differences• can lead to inaccurate stereotypescan lead to inaccurate stereotypes

Don’t only emphasizeDon’t only emphasize the similarities the similarities• can ignore significant cultural can ignore significant cultural

differencesdifferences

Understand Understand whatwhat people do AND people do AND whywhy they they do themdo them

Realize linguistic fluency does not = Realize linguistic fluency does not = cultural fluencycultural fluency

Understand that different cultures =Understand that different cultures =• different ways of different ways of thinkingthinking• different ways of different ways of actingacting• different different expectationsexpectations in communication in communication

Foster “Foster “InterculturalismInterculturalism””

Develop “Develop “Intercultural Business Intercultural Business Communication SkillsCommunication Skills” (IBCS)” (IBCS)

B) B) 5 Strategies for IBCS:5 Strategies for IBCS:

1. Train employees 1. Train employees at all levelsat all levels in in “intercultural business communication “intercultural business communication skills”skills”

2. Train employees at all levels in 2. Train employees at all levels in “intercultural business communication “intercultural business communication skills” skills” early in their careersearly in their careers

3. Allow foreign travel for more than top 3. Allow foreign travel for more than top executives executives

4. Encourage a climate of excitement & 4. Encourage a climate of excitement & adventureadventure

5. Hire people with related IBC skills:5. Hire people with related IBC skills:• interpersonal skillsinterpersonal skills• language abilitylanguage ability• sense of adventuresense of adventure• open attitudeopen attitude• more than specific technical skillsmore than specific technical skills

(Varmer & Beamer)(Varmer & Beamer)

C) C) 10 Questions in IBC:10 Questions in IBC: ((reader analysisreader analysis))

1. 1. WORKWORK:: • What are their views on work & work rules?What are their views on work & work rules?

2. 2. TIMETIME:: • What is their approach to time – What is their approach to time –

appointments, deadlines appointments, deadlines response time expectationsresponse time expectations work-day hours or hours of operationwork-day hours or hours of operation

C) C) 10 Questions in IBC:10 Questions in IBC:

3. 3. BELIEFSBELIEFS: : • What are the dominant religious & What are the dominant religious &

philosophical belief systems of their culture philosophical belief systems of their culture • AND how do such systems affect business?AND how do such systems affect business?

4. 4. GENDERGENDER: : • What are their views of gender equality in the What are their views of gender equality in the

workplace workplace • AND how do such views affect their actions?AND how do such views affect their actions?

5. 5. PERSONAL RELATIONSHIPSPERSONAL RELATIONSHIPS: : • What degree of value is placed on close What degree of value is placed on close

personal relationships among people doing personal relationships among people doing business with each other?business with each other?

6. 6. TEAMSTEAMS: : • What part does teamwork play in their What part does teamwork play in their

business business • AND how is individual initiative perceived?AND how is individual initiative perceived?

7. 7. COMMUNICATION PREFERENCESCOMMUNICATION PREFERENCES: : • What types of business communication are What types of business communication are

most valued most valued formal or informal writing, presentations, meetings; formal or informal writing, presentations, meetings; email or telephone conversations (other)?email or telephone conversations (other)?

8. 8. NEGOTIATINGNEGOTIATING: : • What are their expectations for the negotiation What are their expectations for the negotiation

process process • AND how doAND how do they convey negative they convey negative

information?information?

9. 9. BODY LANGUAGEBODY LANGUAGE: : • What types of body language are most What types of body language are most

common in their culture common in their culture • AND how do they differ from your own?AND how do they differ from your own?

10. 10. WRITING OPTIONSWRITING OPTIONS: : • What writing conventions are most important What writing conventions are most important

to them – style, organization – to them – style, organization – • AND how important is design in relationship to AND how important is design in relationship to

content & organization?content & organization?

““Intercultural Knowledge Intercultural Knowledge = =

POWERPOWER in the International Workplace”in the International Workplace”

Allows you to be preparedAllows you to be preparedAllows you to adjust communication Allows you to adjust communication strategies for successstrategies for successDemonstrates your levels ofDemonstrates your levels of• DiversityDiversity• Respect Respect • OpennessOpenness• PreparednessPreparedness

Respect begets RespectRespect begets RespectRespect begets BusinessRespect begets Business

D) Strategies for D) Strategies for CommunicatingCommunicating withwith Cultures Cultures

(1) (1) Guidelines for Cross-Cultural FluencyGuidelines for Cross-Cultural Fluency::

• Be flexibleBe flexible business 1st vs. friendship 1st? business 1st vs. friendship 1st?

• Be respectfulBe respectful sincerely approach business dealingssincerely approach business dealings inter-business = inter-personal relationshipsinter-business = inter-personal relationships

(1) (1) Guidelines for Cross-Cultural FluencyGuidelines for Cross-Cultural Fluency::• Be nonjudgmental @ the business at handBe nonjudgmental @ the business at hand

listen 1st vs. debate, opinionslisten 1st vs. debate, opinions

• Be nonjudgmental @ personal beliefsBe nonjudgmental @ personal beliefs understand that other political, religious, understand that other political, religious,

personal ideas existpersonal ideas exist other than our ownother than our own

(1) (1) Guidelines for Cross-Cultural FluencyGuidelines for Cross-Cultural Fluency::

• Be tolerant of ambiguityBe tolerant of ambiguity patiently assess the rules of engagement when patiently assess the rules of engagement when

unsure, w/o visible frustrationunsure, w/o visible frustration

• Be empatheticBe empathetic understand their needs & perspectiveunderstand their needs & perspective

• Be able to take turnsBe able to take turns balanced exchange of informationbalanced exchange of information don’t dominatedon’t dominate don’t “wallflower”don’t “wallflower”

(2) (2) Guidelines for WritingGuidelines for Writing::

• Remove the ambiguityRemove the ambiguity KISSKISS simple syntax & short sentencessimple syntax & short sentences to avoid misunderstandingsto avoid misunderstandings

• Define technical termsDefine technical terms well-defined terminologywell-defined terminology include a glossary for international projectsinclude a glossary for international projects

• Use many headings & subheadingsUse many headings & subheadings to help find information quickly & easilyto help find information quickly & easily

• Use much “white space”Use much “white space” to make the document easier to readto make the document easier to read to make the document easier to translateto make the document easier to translate

• Include visualsInclude visuals graphics = universal languagegraphics = universal language pictures give clues to the meaning of the textpictures give clues to the meaning of the text

• Avoid slang terms & idiomsAvoid slang terms & idioms use phrasing that requires little cultural contextuse phrasing that requires little cultural context avoid sports metaphors & pop culture referencesavoid sports metaphors & pop culture references

GLOBAL BUSINESS GLOBAL BUSINESS ETHICSETHICS

III. ETHICS on the JOBIII. ETHICS on the JOB

ETHICSETHICS: :

the understanding of right & wrongthe understanding of right & wrong

Ethical beliefs vary byEthical beliefs vary by • personnelpersonnel• companycompany• industryindustry• professionprofession

ETHICSETHICS: :

IdealIdeal CORE values for employees at CORE values for employees at international companiesinternational companies::• ShouldShould transcend transcend

national identitynational identity cultural backgroundcultural background family beliefsfamily beliefs

• ShouldShould guide the decision-making guide the decision-making processprocess

A) ECI Principle:A) ECI Principle:

• ““Principle of Equal Consideration of Principle of Equal Consideration of Interests” (Singer)Interests” (Singer)

• ““Make judgments & act in ways that Make judgments & act in ways that treat the interests and well-being of treat the interests and well-being of others as no less important than your others as no less important than your own.”own.”

A) ECI Principle:A) ECI Principle:

• Treat others as you would have done to Treat others as you would have done to you. (Golden Rule)you. (Golden Rule)

• This principle = similar principles This principle = similar principles espoused by worldwide religions & espoused by worldwide religions & philosophies philosophies easily acceptable internationallyeasily acceptable internationally

B) ETHICS Guidelines:B) ETHICS Guidelines:

1.1. Be HonestBe Honest report information accurately & promptlyreport information accurately & promptly without deception, purposeful ambiguity or without deception, purposeful ambiguity or

oversightoversight give to others what you’d want others to give to others what you’d want others to

give to yougive to you no card stackingno card stacking

2.2. Do No HarmDo No Harm avoid rumors, gossip, back-stabbing, & avoid rumors, gossip, back-stabbing, &

negative conversationsnegative conversations• these hurt feelings, spread unsupported these hurt feelings, spread unsupported

information, & waste timeinformation, & waste time Leave the world at least as good as we Leave the world at least as good as we

found it.found it. If you don’t have something nice to say, If you don’t have something nice to say,

say nothing at all.say nothing at all.

2.2. Do No HarmDo No Harm ““A cruel story runs on wheels, and every A cruel story runs on wheels, and every

hand oils the wheels as they run.” (Ouida)hand oils the wheels as they run.” (Ouida) ““Whoever gossips to you will gossip about Whoever gossips to you will gossip about

you.” (Spanish Proverb)you.” (Spanish Proverb) ““Do not repeat anything you will not sign Do not repeat anything you will not sign

your name to.” (Unknown)your name to.” (Unknown) ““Recipe for drama: 1 cup of gossip, ¼ Recipe for drama: 1 cup of gossip, ¼

tablespoon of rumors, and a dash of tablespoon of rumors, and a dash of jealousy.” (online)jealousy.” (online)

3.3. Keep Your CommitmentsKeep Your Commitments keep your wordkeep your word keep those commitments that do not keep those commitments that do not

intrude on other ethical guidelinesintrude on other ethical guidelines understand that different cultures define understand that different cultures define

“commitment” differently“commitment” differently

3.3. Keep Your CommitmentsKeep Your Commitments ““Honoring commitments becomes the Honoring commitments becomes the

measure of self-respect…” (Gibbs)measure of self-respect…” (Gibbs) ““Be true to your work, your word, and your Be true to your work, your word, and your

friend.” (Henry David Thoreau)friend.” (Henry David Thoreau)

4.4. Be IndependentBe Independent group work does not absolve individual group work does not absolve individual

responsibility responsibility you cannot simply “go along”you cannot simply “go along” ““groupthink” = dangerousgroupthink” = dangerous

• excessive conformity excessive conformity • within a groupwithin a group

4.4. Be IndependentBe Independent ““Conformity is the jailer of freedom and the Conformity is the jailer of freedom and the

enemy of growth.” (JFK)enemy of growth.” (JFK) ““The reward for conformity is that The reward for conformity is that

everyone likes you but yourself.” (Brown)everyone likes you but yourself.” (Brown) ““To be one’s self, and unafraid whether To be one’s self, and unafraid whether

right or wrong, is more admirable than the right or wrong, is more admirable than the easy cowardice of surrender to easy cowardice of surrender to conformity.” (Wallace)conformity.” (Wallace)

C) LEGAL Issues in Writing:C) LEGAL Issues in Writing:

1.1. Acknowledge SourcesAcknowledge Sources cite sourcescite sources include a bibliography, referencesinclude a bibliography, references exceptexcept for common knowledge for common knowledge

• when in doubt, citewhen in doubt, cite

2.2. Seek written permission before Seek written permission before borrowing borrowing extensiveextensive text text

““fair use” rulefair use” rule 100+ words100+ words esp. in a for-profit documentesp. in a for-profit document

• when in doubt, ask an expertwhen in doubt, ask an expert• when in doubt, ask for permissionwhen in doubt, ask for permission

3.3. Seek written permission before Seek written permission before borrowing graphicsborrowing graphics

when in doubt, ask for permissionwhen in doubt, ask for permission

4.4. Seek legal advice when you cannot Seek legal advice when you cannot resolve complex questionsresolve complex questions

when in doubt, askwhen in doubt, ask trademarks, copyrightstrademarks, copyrights US Copyright Office <US Copyright Office <

http://lcweb.loc.gov/copyright/>>

CORPORATE CORPORATE STRUCTURESTRUCTURE

IV. CORPORATE STRUCTUREIV. CORPORATE STRUCTURE

Types of ReadersTypes of Readers:: superiors at your companysuperiors at your company superiors at your branchsuperiors at your branch subordinates at your branchsubordinates at your branch employees at other branchesemployees at other branches clientsclients subcontractors & vendorssubcontractors & vendors

Types of Writing Types of Writing ((InternalInternal))

memomemo orientation booklet for orientation booklet for

your companyyour company procedures manualprocedures manual internal proposalsinternal proposals project reportproject report long reportlong report trip reporttrip report technical articletechnical article

Types of Writing Types of Writing ((ExternalExternal))

sales lettersales letter company brochurecompany brochure proposalproposal progress reportprogress report final project reportfinal project report refresher letterrefresher letter complaint lettercomplaint letter technical articletechnical article training manualtraining manual affirmative-action affirmative-action

reportreport

Types of Positions Types of Positions ((Technical Technical

professionalsprofessionals)) department managerdepartment manager project managerproject manager research engineerresearch engineer field engineerfield engineer field scientistfield scientist landscape architectlandscape architect

Types of Positions Types of Positions

((Non-Technical Non-Technical professionalsprofessionals))

office services office services managermanager

human resources human resources managermanager

TECHNICAL WRITERTECHNICAL WRITER marketing specialistmarketing specialist training specialisttraining specialist security managersecurity manager hotel managerhotel manager

Types of positions Types of positions ((Technical staffTechnical staff))

field/lab technicianfield/lab technician computer operatorcomputer operator field handfield hand research technicianresearch technician warehouse warehouse

supervisorsupervisor

Types of positions Types of positions ((Non-Technical Non-Technical

staffstaff)) word processing word processing

operatoroperator secretarysecretary receptionistreceptionist library assistantlibrary assistant training assistanttraining assistant

PRESIDENT

VP Domestic Relations

VP International Relations

VP Human Resources

Benefits, Compensation, Employment,

Safety ManagersBranch Manager

Branch Manager

VP Business & Marketing

VP Research & Training

Accounting, Marketing Managers

Equipment Development,

Library, Training Managers

ASSIGNMENTSASSIGNMENTS

IndividualIndividual – Book #6: Evaluate STC ethical – Book #6: Evaluate STC ethical guidelines: (p.67)guidelines: (p.67)• What do they suggest about the role of the What do they suggest about the role of the

technical communicator in the workplace?technical communicator in the workplace?• How would you adjust (if at all) the depth, How would you adjust (if at all) the depth,

breadth, or balance of the presented items?breadth, or balance of the presented items?• Does the document satisfy or not the chapter’s Does the document satisfy or not the chapter’s

ethical guidelines? Yes, No? How?ethical guidelines? Yes, No? How?• Are all the guidelines and terms clear?Are all the guidelines and terms clear?• How would the role of the US technical How would the role of the US technical

communicator (as described therein) differ communicator (as described therein) differ from one from another culture?from one from another culture?

IndividualIndividual – Intercultural Communication – Intercultural Communication• You are working in your desired profession.You are working in your desired profession.• Your company has just opened a new branch Your company has just opened a new branch

office.office. in a country of your choosingin a country of your choosing

• This is the 1This is the 1STST time the company has been in time the company has been in that country.that country.

• You have been asked by the Manager of Ethics You have been asked by the Manager of Ethics and Professional Conduct to draft a memo to and Professional Conduct to draft a memo to answer the following task:answer the following task:

• Using the 10 questions on p. 43, create a list, a Using the 10 questions on p. 43, create a list, a Code of Conduct for International Business Code of Conduct for International Business Communication. Communication.

BothBoth – LCCC’s “corporate culture”: (p.63) – LCCC’s “corporate culture”: (p.63)• history of schoolhistory of school• type of institution & variety of academic type of institution & variety of academic

programsprograms• types of students (typical background)types of students (typical background)• academic structureacademic structure• types of interactions among faculty & stafftypes of interactions among faculty & staff• enrollment patternsenrollment patterns• extracurricular life on campusextracurricular life on campus• relationship with the community outside the relationship with the community outside the

schoolschool• http://www.luzerne.edu/about/welcome.jsp• http://www.luzerne.edu/index.jsp

Abuses in Business:Abuses in Business:• WhistleblowingWhistleblowing• DiscriminationDiscrimination• Slavery, indentured servitudeSlavery, indentured servitude• EspionageEspionage• Accounting scandals, bribery, kickbacks, Accounting scandals, bribery, kickbacks,

insider tradinginsider trading• Price fixing, gougingPrice fixing, gouging• PollutionPollution• Animal testingAnimal testing• Infringement of copyright, patent, trademarkInfringement of copyright, patent, trademark

GLOBAL BUSINESS GLOBAL BUSINESS ETHICSETHICS

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