Chapter 01
The importance of communication skills in business.
• Surveys of executives, recruiters, and academicians consistently rank
communication (especially written communication) as one of the top skills
needed for success.
• Employers and recruiters highly value communication skills and traits like a
strong work ethic, teamwork orientation, and problem-solving abilities.
• Many employees, including managers and executives, do not communicate
effectively, leading to a high demand for effective communicators.
• There is a correlation between communication skills and income, with
individuals with higher literacy scores earning more.
• Additionally, advancements in technology have amplified the need for
strong communication skills, as digital communication platforms showcase
an individual's language, verbal, and diplomacy strengths.
• Your ability to communicate will significantly impact your performance and
advancement in business.
Why communication is crucial for businesses.
• It highlights that every business, regardless of its size, functions as an
economic and social system, requiring coordination among various groups
of people such as employees, suppliers, customers, legal advisors, and
government agencies.
• Communication serves as the means to establish and maintain connections
among these groups.
• Employees engage in a range of communication activities, including sending
and receiving information, using computers, writing messages, completing
forms, giving and receiving orders, talking over the phone, and meeting
face-to-face.
• Different departments within the company, such as sales, executive
management, production, marketing, research, finance, accounting, human
resources, legal, and information systems, all rely on communication to
carry out their respective roles and responsibilities.
• Oral communication plays a significant role in the information flow,
alongside various forms of written communication like web postings, instant
messaging, text messaging, email, letters, and reports.
• It enables people to work together effectively and facilitates the coordination
and collaboration necessary for successful business operations.
The current challenges faced by business communicators in the 21st
century.
Three major challenges are highlighted:
1. The Ongoing Development of New Information Technologies:
• The information age has made information the most valuable
commodity, and those who can generate, harness, and share
information quickly and effectively are likely to create profitable
innovations.
• The rapid development of information technologies, such as
microchips, the internet, and handheld communication devices, has
made work increasingly information related. This necessitates strong
non-routine cognitive skills, including abstract reasoning, problemsolving, communication, and collaboration.
2. The Increasingly Global Nature of Business:
• Globalization, fueled by e-commerce and communication
technologies, has interconnected countries and forged new
connections among businesses.
• The outsourcing of core business functions and the availability of
customers worldwide have made cross-cultural communication an
essential skill.
• Communicators must be aware of cultural differences in attitudes,
values, communication styles, and business practices to work
effectively with individuals from diverse cultures and countries.
3. Growing Diversity in the Workplace and Types of Workplaces:
• Workplaces are becoming more diverse in terms of gender, culture,
and age. The traditional hierarchical organizational model is giving
way to more flexible and agile structures.
• Front-line employees have more authority and problem-solving
responsibility, and new employment relationships like selfemployment and temporary work are emerging.
• Business communicators need to adapt quickly to changing
responsibilities and work relationships in these dynamic
environments.
There is an increasing focus on ethics and social responsibility in business. Ethical
scandals and public distrust have led to a heightened emphasis on building trust
through respectful and honest communication. The Internet and NGOs have
brought transparency to business practices, and corporate social responsibility
initiatives have emerged. Social issues can now influence business practices and
communication.
The main categories of business communication are internal-operational
communication, external-operational communication, and personal
communication.
1. Internal-Operational Communication:
• This category includes all communication that occurs within a
business to create, implement, and track the success of the business's
operating plan.
• It involves discussions among senior management, orders and
instructions from supervisors to employees, reports on various aspects
of the business, and email exchanges.
• Internal-operational communication is often performed on computer
networks, and it plays a crucial role in coordinating work within the
business.
2. External-Operational Communication:
• This category encompasses a business’s communication with external
parties such as suppliers, customers, government agencies, and the
general public.
• It includes direct selling efforts, advertising, public relations activities,
and communication with other businesses for production and
distribution purposes.
• Effective external-operational communication is essential for
satisfying customer needs and building successful relationships with
external stakeholders.
3. Personal Communication:
• This category refers to the exchange of information and feelings that
occur when individuals come together.
• It is not directly related to the business's operational plan but is
important for building and sustaining relationships.
• Personal communication can influence employee attitudes,
productivity, and the overall work environment.
• It can also facilitate teamwork and provide opportunities for
discussing business issues.
The communication networks within an organization, consist of a
formal network and an informal network.
1. The Formal Network:
• It includes the upward, lateral, and downward flow of information
through reports, memos, emails, and other media within the
organization.
• Orders, instructions, and company information are disseminated
through official channels such as newsletters, bulletin boards, email,
intranet, or blogs.
• These formal channels shape certain communication practices within
the organization and have specific expectations regarding content,
structure, and wording.
• It is crucial to regularly review and adapt the formal communication
network to meet the changing needs of the business.
2. The Informal Network:
• This network is characterized by a complex and ever-changing
structure, formed by smaller networks of individuals within the
organization.
• The grapevine, as it is often referred to, represents the informal
network and can carry gossip and rumors.
• However, it also tends to transmit more information than the formal
channels and has a significant impact on the organization's course.
• Skillful managers recognize the presence of the grapevine and identify
influential individuals within it to disseminate information that
benefits the organization.
• Personal relationships between employees and external parties also
contribute to the informal network, and wise managers manage these
relationships to encourage positive communication that benefits the
company.
Business communication as problem-solving
Business communication is a problem-solving activity and discusses the main steps
involved in tackling business communication problems.
1. Business Communication as Problem-Solving:
• Business communication is viewed as a network of information flow,
but it's important to remember that it involves people both inside and
outside the organization.
• Each act of business communication is designed to achieve specific
goals. Therefore, business communication can be seen as a problemsolving activity.
2. Types of Problems:
• Problems can be categorized as well-defined or ill-defined.
• Well-defined problems have a clear solution that can be obtained by
following a formula or predetermined process.
• However, most real-world problems, including business
communication problems, are ill-defined and require research,
analysis, creativity, and judgment.
• The involvement of people and the complexity of the business context
make solving these problems challenging.
3. Adapting Solutions:
• While the book may provide basic plans for common types of
business communication messages, they are meant to serve as
guidelines or heuristics.
• These plans do not provide all the necessary steps to solve each
unique communication problem.
• It is essential to adapt the plans and make decisions based on the
given situation, drawing on interpretation and decision-making skills.
4. Valid Solutions and Success:
• While there may not be a perfect solution, careful thinking, research,
and planning can increase the chances of success in the complex
world of business communication.
• Focused analysis and effort are necessary to avoid bad solutions and
improve the likelihood of achieving desired outcomes.
A Model of Business Communication:
• It highlights the importance of considering the larger context, which includes
the business-economic climate, language, values, customs, and historical
factors.
• The sociocultural context plays a role in communication, whether it's within
a specific culture, region, or across different cultures.
• The historical context, such as recent financial scandals or environmental
concerns, can also influence the language used in business communication.
• Skilled communicators are sensitive to these larger contexts, as they
constantly change and exert influence.
• It's not just about conveying information but also about the interaction
between individuals.
• The initial correspondence establishes a relationship that needs to be
considered in future messages.
1. Organizational context: This refers to the characteristics of the
organization such as its type, culture, and priorities. It influences
communication choices by shaping the way messages are crafted and
received within the organization.
2. Professional context: This relates to individuals' specific roles, expertise,
and priorities within their professional fields. It influences communication
styles, content, and preferences, both internally and externally.
3. Personal context: This includes the individual characteristics, experiences,
and circumstances that shape how someone communicates. Factors such as
upbringing, education, relationships, and current situation impact
communication styles and perspectives.
The process of communication described in the paragraph involves several
sequential steps that a communicator typically follows to create and deliver a
message effectively. Here is a further elaboration of each step:
1. Sensing a communication need: This step highlights the recognition of a
problem or the identification of an opportunity that requires communication.
It could be triggered by various factors, such as a customer complaint, an
innovative idea, or a need for collaboration.
2. Defining the situation: Once a communication need is sensed, the
communicator must thoroughly understand the situation. This involves
clarifying the problem, gathering relevant information, and considering its
significance. By understanding the context, the communicator can better
tailor their message to address the specific situation.
3. Considering possible communication strategies: In this step, the
communicator explores different communication options and strategies to
tackle the defined situation. They analyze potential audiences, their needs,
and their contexts. Additionally, they consider their own goals and the larger
contexts that may impact the communication process.
4. Selecting a course of action: Based on the analysis of different strategies,
the communicator decides the most appropriate course of action. They
evaluate the potential costs and benefits of each option and choose the one
that is likely to achieve the desired outcome. This decision includes
considerations of message type, content, structure, style, format, and the
channel through which it will be delivered.
5. Composing the message: At this stage, the communicator crafts the
message itself, taking into account the chosen communication strategy. They
carefully structure the message, selecting appropriate words and visuals if
necessary. Whether the message is written or spoken, the communicator
ensures clarity, coherence, and effectiveness in conveying the intended
meaning.
6. Sending the message: Once the message is prepared or planned, it is sent to
the intended recipients through the chosen communication channel. The
communicator considers timing, auxiliary messages, and strategies to
maximize the chances of the message being received and understood amidst
the surrounding stimuli.
On the recipient's end:
7. Receiving the message: The chosen channel delivers the message to the
intended recipients, who become aware of its presence and have the
opportunity to read, listen, or perceive it.
8. Interpreting the message: The recipients interpret the message by
extracting information, understanding the communicator's purpose, and
forming judgments. They also infer the desired relationship between the
communicators and make sense of any implicit cues present in the message.
9. Deciding on a response: Based on their interpretation of the message, the
recipients formulate a response. This response may involve increased
knowledge, changed attitudes, specific actions, or a combination thereof.
The desired response depends on the communicator's goals and intentions.
10.Replying to the message: If the situation calls for it, the recipients respond
to the message, initiating their communication process. This could involve
providing feedback, asking questions, sharing opinions, or taking necessary
actions in response to the original message.
Throughout this process, it's important to note that communication is not always a
linear progression. Communicators may revisit earlier steps, refine their approach,
or adapt based on feedback and new information. The aim is to achieve effective
communication that fosters understanding, achieves the desired response, and
builds positive relationships between the communicators.
Figure 1-4 lists the main questions to consider when developing a
communication strategy:
Taking this analytical approach will help you think consciously about each stage of
the process and give you the best chance of achieving the desired results with your
messages.
What is the situation?
• What has happened to make you think you need to communicate?
• What background and prior knowledge can you apply to this situation? How is
this situation like or unlike others you have encountered?
• What do you need to find out to understand every facet of this situation? Where
can you get this information?
What are some possible communication strategies?
• To whom might you communicate? Who might be your primary and secondary
audiences? What are their different organizational, professional, and personal
contexts? What would each care about or want to know? What, if any, is your prior
relationship with them?
• What purpose might you want to achieve with each recipient? What are your
organizational, professional, and personal contexts?
• What are some communication strategies that might help you achieve your goals?
• How might the larger business/economic, sociocultural, and historical contexts
affect the success of different strategies?
Which is the best course of action?
• Which strategies are impractical, incomplete, or potentially dangerous? Why? •
Which of the remaining strategies looks like the optimum one? Why?
• What will be the best message type, content, structure, style, and format for your
message?
• What channel will you use to deliver it?
What is the best way to design the chosen message?
• Given your goals for each recipient, what information should your message
include?
• What logical structure (ordering and grouping of information) should you use?
• What kind of style should you use? How formal or informal should you be? What
kinds of associations should your language have? What image of yourself and your
audience should you try to convey? What kind of relationship with each recipient
should your message promote?
• How can you use text formatting, graphics, and/or supporting media to make your
message easier to comprehend?
• What are your recipients' expectations for the channel you've chosen?
What is the best way to deliver the message?
• Are there any timing considerations related to delivering your message?
• Should you combine the main message with any other messages?
• How can you best ensure that each intended recipient receives and reads or hears
your message?
Chapter 02
The growing importance of cross-cultural communication
The growing importance of cross-cultural communication in the context of
globalization.
• Both large and small businesses recognize the need for effective
communication with individuals from different cultures.
• The ability to communicate clearly with others from diverse backgrounds is
seen as essential for understanding customers' needs, expanding business
opportunities, and creating a harmonious and productive workplace.
• Minimizing cultural barriers allows for hiring a wider variety of talent and
helps avoid problems caused by misinterpretations.
• Adapting one's communication style to the cultural context is crucial and
understanding cultural differences and language challenges is fundamental
to effective cross-cultural communication.
A review of cross-cultural communication is organized around these topics.
Dimensions of Cultural Difference
The definition of “culture” is provided by “Geert Hofstede”, highlighting it as
“the collective programming of the mind that distinguishes one group from
another”.
While globalization has led to increased similarities globally, cultural differences
remain significant in many places and situations. It is noted that within a culture,
there can be various subcultures, and individuals may not always represent their
culture of origin.
When engaging in cross-cultural education or seeking to understand another
culture, it is beneficial to start by examining the broader aspects that shape that
culture. This includes considering the topography, history, and religion of the
country or region being studied.
1. Topography: Topography refers to the physical features and landscape of a
particular place. It could include aspects such as mountains, rivers, deserts, or
coastal areas. Topography can still have a profound influence on the types of
people who inhabit a certain place. For example, natural borders or geographical
isolation may contribute to a more insular culture, while different climates and
environments can shape habits and values.
2. History: Understanding the historical context of a country or region can provide
valuable insights into its culture. Historical events, systems of government, and
significant moments in the past can shape national memory and influence people's
attitudes, behaviors, and values. By examining historical factors, one can better
understand the cultural outlook and perspectives of a particular culture.
3. Religion: Religion plays a significant role in many cultures, and it can have a
profound impact on people's values, beliefs, and behaviors. Different religious
traditions shape the way individuals perceive the world, interact with others, and
make decisions. Considering the influence of religious values and practices in a
country or region can provide insights into the communication practices and
preferences of its people.
By considering these aspects of topography, history, and religion, individuals can
develop a more holistic understanding of a culture. This broader perspective allows
for a deeper appreciation of cultural differences and provides a foundation for
effective cross-cultural communication. It helps individuals interpret the behavior,
attitudes, and values of people from different cultures, leading to more successful
interactions and relationships.
However, it is important to remember that businesspeople worldwide share
common goals and problems. Developing cross-cultural understanding can lead to
profitable and mutually beneficial relationships. We need to be sensitive to cultural
differences and avoid ethnocentrism, thus becoming better cross-cultural
communicators.
Ethnocentrism refers to the tendency or belief that one's cultural group or
perspective is superior or more valid than others. It involves judging and
interpreting other cultures based on the standards and values of one's own culture.
Ethnocentrism can lead to a lack of understanding and appreciation for cultural
differences, and it often hinders effective cross-cultural communication. By being
ethnocentric, individuals may fail to recognize and respect the customs, behaviors,
and beliefs of other cultures, resulting in misunderstandings and difficulties in
building relationships. Overcoming ethnocentrism is crucial in fostering cultural
empathy, understanding, and successful communication across diverse cultures.
Body Positions and Movements
Body positions, movements, and gestures can vary across cultures, and how these
differences impact communication. Something that may be seen as normal or usual
in one culture can be perceived as strange or rude in another.
1. Body Positions and Movements: Examples of cultural differences in body
positions and movements. For instance, sitting is common in the United States,
while squatting is more prevalent in some other cultures. The perception of
squatting as primitive from a US perspective highlights the potential for
misinterpretation and the need for cultural understanding. Similarly, differences in
walking styles, bowing, or standing up on certain occasions can vary between
cultures and influence communication.
2. Hand Gestures: Hand gestures can have different meanings in different
cultures. For example, the "V" sign for victory or peace in the United States may
be considered vulgar in Australia. The "OK" sign can be insulting in various
countries. Even finger gestures to indicate numbers can vary. These differences
underscore the importance of understanding cultural context when interpreting
hand gestures.
3. Eye Movements: Eye movements and eye contact practices differ across
cultures. Maintaining eye contact during formal speeches is encouraged in North
America, but it may be seen as disrespectful in Indonesia. Different cultures may
have varying expectations regarding eye contact, and understanding these
differences is crucial for effective cross-cultural communication.
4. Touching and Handshakes: Cultural variations in touching and handshaking
customs. Some cultures may prefer minimal touching, while others embrace more
physical contact. Handshakes can vary in firmness, duration, and frequency
depending on the culture. There are some examples of handshaking styles across
different cultures.
5. Body Movements and Meanings: Body movements, such as smiles, raising
eyebrows, or positioning fingers, can have different meanings in different cultures.
What may be viewed positively in one culture can be perceived differently in
another. It highlights the importance of understanding the cultural context to avoid
misinterpretations.
Body positions, movements, and gestures are part of human communication but are
culturally influenced. Being aware of these cultural differences and adapting one's
communication accordingly is essential for effective cross-cultural communication.
Views and Practices Concerning Factors of Human Relationships
Various factors contribute to the differences in attitudes and practices concerning
human relationships across cultures. These factors include time, space, odors,
frankness, the intimacy of relationships, values, and the expression of emotions.
Understanding and respecting these cultural differences is essential for effective
communication.
1. Time: The contrast between monochronic cultures, like the United States,
where time is valued and punctuality is important, and polychronic cultures,
particularly in the Middle East and parts of Asia, where time is viewed more
casually, and being late is not a significant concern. These differing perspectives
on time can lead to communication problems.
2. Space: Attitudes toward personal space vary across cultures. While North
Americans prefer a certain distance between themselves and others during
conversations, some Arabian and South American cultures stand closer. Violating
these space preferences can be seen as impolite or offensive.
3. Odors: Different cultures have distinct attitudes toward body odors. Some
cultures, like Americans, work to neutralize or cover up body odors, considering
them unclean. However, in some Asian cultures, experiencing the body odor of
others is seen as a friendly gesture. These differences can lead to
misunderstandings.
4. Frankness: Cultures differ in their levels of frankness or directness in
communication. North Americans tend to be relatively frank, while Asians may be
more reticent and implicit. These differences can lead to misinterpretations and
challenges in communication.
5. Social Hierarchy: Class status and familiarity in addressing others can vary
across cultures. Some cultures have strict social classes that determine the level of
intimacy in communication. Americans may use first names quickly, which can be
offensive in other cultures that expect more formal addresses.
6. Workplace Values: Cultural values differ, such as the emphasis on the
Protestant work ethic (the view that a person must achieve success through hard work and
thrift) in the United States compared to a more relaxed view of work in some other
cultures. These differences in values can influence communication styles and
priorities.
7. Expression of Emotions: Cultural norms regarding public displays of affection,
laughter, and sorrow vary. Some cultures frown upon public displays of affection,
while others accept moderate displays. Laughter and sorrow are also expressed
differently across cultures. These variations can lead to misunderstandings and
different perceptions of emotional expression.
The importance of recognizing and respecting these cultural differences is to adapt
communication styles accordingly. By studying and understanding cultural norms
and practices, individuals can enhance their cross-cultural communication skills.
Problems of Language
The passage highlights several problems related to language and communication.
Here's a summary of the main points:
1. Lack of Language Equivalency: Different languages have distinct concepts,
experiences, and views, making it challenging to find precise translations. For
example, certain words or terms in one language may not have an exact
equivalent in another language, leading to difficulties in conveying the same
meaning across cultures.
• Grammatical and Syntactic Differences: Languages vary in their
grammatical and syntactic structures, such as the presence or absence of
certain verb forms, adverbs, adjectives, or verb tenses. These differences
can make it challenging to find literal equivalents between languages, even
for skilled translators.
• Multiple-Word Meanings: Like English, many languages have words with
multiple meanings. This ambiguity can lead to confusion and
misunderstandings, as it may be difficult to discern the intended meaning
without a deep understanding of the language.
• Cultural Expressions and Context: Within a particular culture, certain
expressions or phrases may be used in ways that cannot be easily explained
by dictionary translations or grammar rules. This cultural context can pose
challenges for individuals outside the culture to fully grasp the intended
meaning.
2. Difficulties with English: English is commonly used as the primary language in
international business. However, non-native speakers may face challenges in
understanding and using English fluently. Issues with English can include the use
of two-word verbs, slang, colloquial expressions, and specialized vocabulary that
may not be familiar to non-native speakers.
• Two-Word Verbs: English has many two-word verbs where the
combination of a verb and another element creates a meaning that is
different from the individual words. Examples include "break up," "speed
up," "put off," and "think up." These combinations can be confusing for
non-native speakers who may struggle to understand the nuanced
meanings and usage of these expressions.
• Slang and Colloquialisms: English, like any language, has its share of slang
and colloquial expressions. These informal and region-specific words or
phrases may not be familiar to non-native speakers, causing difficulties in
comprehension. Expressions like "nerd," "couch potato," or "24/7" might
be challenging for someone who is not well-versed in the slang of Englishspeaking regions.
• Sports Terminology and Idioms: English sports-related terminology and
idioms can pose challenges for non-native speakers. Phrases like "kickoff,"
"out in the left field," or "get the ball rolling" may be confusing if the
person is not familiar with the context of sports or the idiomatic usage.
• Lack of Fluency: Non-native English speakers may not have the same level
of fluency as native speakers. They may struggle with pronunciation,
grammar, or vocabulary, which can hinder effective communication.
Misunderstandings and confusion can arise when non-native speakers are
unable to express themselves or fully comprehend English conversations.
It is important to be aware of the challenges and potential miscommunications
to overcome these language barriers.
• Asking questions, clarifying meanings, and using techniques like back
translating (using two translators) can help ensure effective
communication.
• Additionally, when communicating with non-native English speakers, using
simpler language, avoiding slang or colloquial expressions, and providing
clear definitions for unfamiliar terms are advisable.
Advice For Communicating Across Cultures
The passage you provided offers valuable advice for effective cross-cultural
communication. Here is a summary of the key points:
1. Do Your Research: Before engaging in international business, conduct thorough
research on the culture, language, history, values, and customs of your potential
partners. Utilize available resources such as books, websites, and people with
experience in other cultures. Acquiring knowledge about your counterparts will
help you navigate potential challenges and show respect for their culture.
2. Know Yourself and Your Company: Understand your cultural background,
values, and communication style. This self-awareness allows you to anticipate and
prevent misunderstandings. Recognize the cultural dimensions you align with and
be prepared to adapt and be respectful of cultural differences. Also, familiarize
yourself with your company's values, practices, and approaches to business, as it
will influence how you are perceived by others.
3. Be Aware and Wary of Stereotypes: While stereotypes may provide a starting
point for understanding culture, it is important to remember that they are
generalizations and can perpetuate (continue) biases. Use well-researched cultural
stereotypes as a basis but be open to adjusting them based on the individuals you
encounter. Similarly, be aware that others may hold stereotypes about your own
culture, so understanding those perceptions can help you address any
misconceptions.
4. Adapt Your English to Your Audience: When communicating with non-native
English speakers, prioritize simplicity and clarity. Speak slowly and clarify words.
Avoid slang, idioms, and complex vocabulary that may be unfamiliar to non-native
speakers. Craft your questions carefully, using open-ended formats and avoiding
double questions or negative constructions that may confuse you.
5. Be Open to Change: Approach international communication with an open and
tolerant mindset. Embrace the opportunity to learn from other cultures and
expand your perspectives. While adaptation is not always feasible or ethical,
strive to be flexible and respectful in finding common ground. Maintain ethical
practices in your negotiations and seek advice from colleagues when faced with
ethical dilemmas.
6. Mutual Respect: Cultivate mutual respect as the cornerstone of successful
cross-cultural communication. Approach interactions with patience, humility, and
sincerity. Be prepared to acknowledge and learn from mistakes, both your own
and those of others. Remember that respectful communication fosters positive
relationships and enables successful international business endeavors.
By following these guidelines, you can enhance your cross-cultural
communication skills, minimize misunderstandings, and build strong and fruitful
relationships with individuals from diverse cultures.