Communicating
across Cultures
Chapter 4
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Chapter Overview
Characteristics of cultural intelligence
Major cultural dimensions
individualism and collectivism, egalitarianism and
hierarchy, assertiveness, performance orientation,
future orientation, humane orientation, uncertainty
avoidance, and gender egalitarianism
Key categories of business etiquette
Appropriate topics of conversation, Private or taboo
topics, Punctuality and meetings, Dining, Touching
and proximity
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Learning Objectives
LO4.1 Describe characteristics of cultural
intelligence, its importance for global
business leaders, and approaches to
developing it.
LO4.2 Explain the major cultural dimensions and
related communication practices.
LO4.3 Name and describe key categories of
business etiquette in the intercultural
communication process.
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Developing Cultural Intelligence
Cultural intelligence (CQ)
a measure of your ability to work with and adapt
to members of other cultures.
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Developing Cultural Intelligence
Culture
includes the shared values, norms, rules, and
behaviors of an identifiable group of people who
share a common history and communication
system.
national, organizational, team
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Cultural Intelligence
in the Workplace
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Respect, Recognize, and Appreciate
Cultural Differences
Cultural intelligence is built on attitudes of
respect and recognition of other cultures.
This means that you view other cultures as
holding legitimate and valid views of and
approaches to managing business and
workplace relationships.
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
4-7
Be Curious about Other Cultures
Study abroad
Learn a language
Develop friendships with international
students on your campus
Take an interest in culture and routinely learn
about it
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Take an Interest in a Culture and
Routinely Learn About It
 Watch films, television, documentaries, news,
and other video of the culture
 Follow the business culture of a country
 Take courses and attend events related to
particular cultures
 Make friends with people who live in other
cultures and communicate online
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Avoid Inappropriate Stereotypes
Projected cognitive
similarity
the tendency to
assume others have
the same norms and
values as your own
cultural group.
Outgroup
homogeneity effect
the tendency to think
members of other
groups are all the
same.
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Perceptions that Members of Various
Cultures Have about Americans
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Adjust Your Conceptions of Time
People high in CQ show patience
They understand that most tasks take longer
when working across cultures because more
time is needed to understand one another
and cooperate effectively
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Manage Language Differences
Avoid quickly judging that others have limited
communication proficiency
Articulate clearly and slow down
Avoid slang and jargon
Give others time to express themselves
Use interpreters as necessary
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Understanding Cultural Dimensions
Cultural dimensions
fairly permanent and enduring sets of related
norms and values
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Understanding Cultural Dimensions
Individualism
and
collectivism
Egalitarianism
and hierarchy,
Assertiveness
Performance
orientation
Future
orientation
Humane
orientation
Uncertainty
avoidance
Gender
egalitarianism
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Individualism and Collectivism
Individualism
Figure 4.2
a mind-set that prioritizes
independence more highly than
interdependence, emphasizing
individual goals over group goals,
and valuing choice more than
obligation
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Individualism and Collectivism
Figure 4.3
Collectivism
a mind-set that prioritizes
interdependence more highly
than independence, emphasizing
group goals over individual goals,
and valuing obligation more than
choice
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Communication Practices in High Individualist
and High Collectivist Cultures
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Egalitarianism and Hierarchy
Egalitarian cultures
People tend to distribute and share power evenly,
minimize status differences, and minimize special
privileges and opportunities for people just
because they have
higher authority
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Egalitarianism and Hierarchy
Figure 4.5
Hierarchical cultures
people expect power
differences, follow leaders
without questioning them, and
feel comfortable with leaders
receiving special privileges and
opportunities
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Communication Practices in Egalitarian and
Hierarchical Cultures
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Performance Orientation
Performance orientation
(PO)
Figure 4.6
the extent to which a
community encourages and
rewards innovation, high
standards, and performance
improvement
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Communication in High Performance and
Low Performance Societies
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Future Orientation
Future orientation (FO)
Figure 4.7
involves the degree to which
cultures are willing to
sacrifice current wants to
achieve future needs.
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Communication Practices in High and Low
Future Orientation Cultures
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Assertiveness
Assertiveness
Figure 4.8
deals with the level of
confrontation and directness that
is considered appropriate and
productive
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4-26
Communication Practices in High and
Low Assertiveness Cultures
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Humane Orientation
Figure 4.9
Humane orientation (HO)
the degree to which an
organization or society
encourages and rewards
individuals for being fair,
altruistic, friendly, generous,
caring, and kind
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Communication Styles in High and Low
Humane Orientation Cultures
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Uncertainty Avoidance
Uncertainty avoidance (UA)
Figure 4.10
refers to how cultures
socialize members to feel in
uncertain, novel, surprising,
or extraordinary situations.
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4-30
Communication Styles in High and Low
Uncertainty Avoidance Cultures
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Gender Egalitarianism
Gender egalitarianism
deals with the division of roles between men and
women in society
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4-32
Communication Practices in High and Low
Gender-Egalitarianism Cultures
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Building and Maintaining CrossCultural Work Relationships
Establish Trust and Show Empathy
Adopt a Learner Mind-set
Build a Co-Culture of Cooperation and
Innovation
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Establish Trust and Show Empathy
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Etiquette and Customs in the
BRIC Countries
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Chapter Takeaways
Characteristics of cultural intelligence
Major cultural dimensions
individualism and collectivism, egalitarianism and
hierarchy, assertiveness, performance orientation,
future orientation, humane orientation, uncertainty
avoidance, and gender egalitarianism
Key categories of business etiquette
Appropriate topics of conversation, Private or taboo
topics, Punctuality and meetings, Dining, Touching
and proximity
© 2016 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.
4-37