Intercultural
AND
International
Business Communication
Importance of Business Writing

Direct influence of on-the-job writing:
• your performance evaluations
• your professional reputation
• your company’s productivity & success in the
marketplace
 21st-Century Marketplace = GLOBAL
 Global Business Ethics
3
CORPORATE
CULTURE
4
I. CORPORATE CULTURE
A) DEFINITION:



personality of the company
main features of life at a company
quality of life at a company
5
I. CORPORATE CULTURE
B) INFLUENCES on CORPORATE CULTURE:
1.
Company History
•
•
•
•
•
•
accumulated traditions
spirit of the founders
facts of origins
mythology of origins
pictures on the walls
“When ol’ CW started this place….”
6
I. CORPORATE CULTURE
B) INFLUENCES on CORPORATE CULTURE:
2.
Type of Business = Type of Culture
• nontraditional culture:



flexible, chaotic,
innovative
upstart computer co.
• traditional culture:



inflexible, formal,
custom-laden
decades-old publishing co.
7
I. CORPORATE CULTURE
B) INFLUENCES on CORPORATE CULTURE:
3.
Management Style
• Who’s making the decisions?
• Rigid hierarchy?
• Open decision-making process?
8
I. CORPORATE CULTURE
B) INFLUENCES on CORPORATE CULTURE:
4.
Other Influences
its values
• its attitude toward its customers
• its attitude toward its employees
•
9
I. CORPORATE CULTURE
C) INFLUENCES of CORPORATE CULTURE:



The hiring or promoting process
The decision-making process
The policies regarding company
documents:
• how they are written
• how they are reviewed

Attitudes concerning “Quality”
10
I. CORPORATE CULTURE
D) QUALITY:

An Aspect of Corporate Culture
• “Quality Assurance”
• “Total Quality Management”
• “Continuous Improvement”
• The effort to give customers better
goods, better services
• Permeates the entire organization

especially company writing
11
I. CORPORATE CULTURE
D) QUALITY:

How to develop or extend Quality?
1) Customer Comes 1st:
• Reader Analysis:
 before writing
 strive to understand the reader’s needs
• Both internal & external readers = “customers”
12
I. CORPORATE CULTURE
D) QUALITY:

How to develop or extend Quality?
2) Teamwork:
• Teamwork vs. internal competition
• Company goals vs. individual achievements
• Group writing
 collaborative projects
 bolsters employee cooperation & interaction
• writers, tech. experts, editors, graphic artists –
• work together for common goal
13
I. CORPORATE CULTURE
D) QUALITY:

How to develop or extend Quality?
3) Employee Involvement:
•
•
•
•
open to suggestions for improvement
employee opinions = important, valued
promotes motivation
ex: suggest changes in document style, format
4) Long-Term Investments:
•
•
•
•
employee training
at all levels
writing, speaking, presenting
update writing manuals (format & style)
14
GLOBAL
WORKPLACE
15
II. GLOBAL WORKPLACE
A) Strategies for Understanding Cultures:

Understand that “Global Workplace”
=
• diversity of employees
• diversity of customers
• intercultural communication
• international communication
16
II. GLOBAL WORKPLACE
A) Strategies for Understanding Cultures:


Don’t only emphasize the differences
• can lead to inaccurate stereotypes
Don’t only emphasize the similarities
• can ignore significant cultural
differences
17
II. GLOBAL WORKPLACE
A) Strategies for Understanding Cultures:


Understand what people do AND why they
do them
Realize linguistic fluency does not =
cultural fluency
18
II. GLOBAL WORKPLACE
A) Strategies for Understanding Cultures:

Understand that different cultures =
• different ways of thinking
• different ways of acting
• different expectations in communication
19
II. GLOBAL WORKPLACE
A) Strategies for Understanding Cultures:


Foster “Interculturalism”
Develop “Intercultural Business
Communication Skills” (IBCS)
20
II. GLOBAL WORKPLACE
B) 5 Strategies for IBCS:
1. Train employees at all levels in
“intercultural business communication
skills”
2. Train employees at all levels in
“intercultural business communication
skills” early in their careers
21
II. GLOBAL WORKPLACE
B) 5 Strategies for IBCS:
3. Allow foreign travel for more than top
executives
4. Encourage a climate of excitement &
adventure
22
II. GLOBAL WORKPLACE
B) 5 Strategies for IBCS:
5. Hire people with related IBC skills:
• interpersonal skills
• language ability
• sense of adventure
• open attitude
• more than specific technical skills
(Varmer & Beamer)
23
II. GLOBAL WORKPLACE
C) 10 Questions in IBC: (reader analysis)
1. WORK:
• What are their views on work & work rules?
2. TIME:
• What is their approach to time –



appointments, deadlines
response time expectations
work-day hours or hours of operation
24
II. GLOBAL WORKPLACE
C) 10 Questions in IBC:
3. BELIEFS:
• What are the dominant religious &
philosophical belief systems of their culture
• AND how do such systems affect business?
4. GENDER:
• What are their views of gender equality in the
workplace
• AND how do such views affect their actions?
25
II. GLOBAL WORKPLACE
C) 10 Questions in IBC:
5. PERSONAL RELATIONSHIPS:
• What degree of value is placed on close
personal relationships among people doing
business with each other?
6. TEAMS:
• What part does teamwork play in their
business
• AND how is individual initiative perceived?
26
II. GLOBAL WORKPLACE
C) 10 Questions in IBC:
7. COMMUNICATION PREFERENCES:
• What types of business communication are
most valued


formal or informal writing, presentations, meetings;
email or telephone conversations (other)?
8. NEGOTIATING:
• What are their expectations for the negotiation
process
• AND how do they convey negative
information?
27
II. GLOBAL WORKPLACE
C) 10 Questions in IBC:
9. BODY LANGUAGE:
• What types of body language are most common
in their culture
• AND how do they differ from your own?
10. WRITING OPTIONS:
• What writing conventions are most important
to them – style, organization –
• AND how important is design in relationship to
content & organization?
28
II. GLOBAL WORKPLACE
“Intercultural Knowledge
=
POWER
in the International Workplace”
29
II. GLOBAL WORKPLACE
Allows you to be prepared
Allows you to adjust communication
strategies for success
Demonstrates your levels of
• Diversity
• Respect
• Openness
• Preparedness
Respect begets Respect
Respect begets Business
30
II. GLOBAL WORKPLACE
D) Strategies for Communicating with Cultures
(1) Guidelines for Cross-Cultural Fluency:
• Be flexible
 business 1st vs. friendship 1st?
• Be respectful
 sincerely approach business dealings
 inter-business = inter-personal relationships
31
II. GLOBAL WORKPLACE
D) Strategies for Communicating with Cultures
(1) Guidelines for Cross-Cultural Fluency:
• Be nonjudgmental @ the business at hand
 listen 1st vs. debate, opinions
• Be nonjudgmental @ personal beliefs
 understand that other political, religious,
personal ideas exist
 other than our own
32
II. GLOBAL WORKPLACE
D) Strategies for Communicating with Cultures
(1) Guidelines for Cross-Cultural Fluency:
• Be tolerant of ambiguity

patiently assess the rules of engagement when
unsure, w/o visible frustration
• Be empathetic

understand their needs & perspective
• Be able to take turns



balanced exchange of information
don’t dominate
don’t “wallflower”
33
II. GLOBAL WORKPLACE
D) Strategies for Communicating with Cultures
(2) Guidelines for Writing:
• Remove the ambiguity



KISS
simple syntax & short sentences
to avoid misunderstandings
• Define technical terms


well-defined terminology
include a glossary for international projects
34
II. GLOBAL WORKPLACE
D) Strategies for Communicating with Cultures
(2) Guidelines for Writing:
• Use many headings & subheadings
 to help find information quickly & easily
• Use much “white space”
 to make the document easier to read
 to make the document easier to translate
35
II. GLOBAL WORKPLACE
D) Strategies for Communicating with Cultures
(2) Guidelines for Writing:
• Include visuals


graphics = universal language
pictures give clues to the meaning of the text
• Avoid slang terms & idioms


use phrasing that requires little cultural context
avoid sports metaphors & pop culture references
GLOBAL BUSINESS
ETHICS
37
III. ETHICS on the JOB
ETHICS:


the understanding of right & wrong
Ethical beliefs vary by
• personnel
• company
• industry
• profession
38
III. ETHICS on the JOB
ETHICS:

Ideal CORE values for employees at
international companies:
• Should transcend



national identity
cultural background
family beliefs
• Should guide the decision-making
process
39
III. ETHICS on the JOB
A) ECI Principle:
• “Principle of Equal Consideration of
Interests” (Singer)
• “Make judgments & act in ways that
treat the interests and well-being of
others as no less important than your
own.”
40
III. ETHICS on the JOB
A) ECI Principle:
• Treat others as you would have done to
you. (Golden Rule)
• This principle = similar principles
espoused by worldwide religions &
philosophies
  easily acceptable internationally
41
III. ETHICS on the JOB
B) ETHICS Guidelines:
1. Be Honest




report information accurately & promptly
without deception, purposeful ambiguity or
oversight
give to others what you’d want others to
give to you
no card stacking
42
III. ETHICS on the JOB
B) ETHICS Guidelines:
2. Do No Harm

avoid rumors, gossip, back-stabbing, &
negative conversations
• these hurt feelings, spread unsupported
information, & waste time


Leave the world at least as good as we
found it.
If you don’t have something nice to say,
say nothing at all.
43
III. ETHICS on the JOB
B) ETHICS Guidelines:
2. Do No Harm




“A cruel story runs on wheels, and every
hand oils the wheels as they run.” (Ouida)
“Whoever gossips to you will gossip about
you.” (Spanish Proverb)
“Do not repeat anything you will not sign
your name to.” (Unknown)
“Recipe for drama: 1 cup of gossip, ¼
tablespoon of rumors, and a dash of
jealousy.” (online)
44
III. ETHICS on the JOB
B) ETHICS Guidelines:
3. Keep Your Commitments



keep your word
keep those commitments that do not
intrude on other ethical guidelines
understand that different cultures define
“commitment” differently
45
III. ETHICS on the JOB
B) ETHICS Guidelines:
3. Keep Your Commitments


“Honoring commitments becomes the
measure of self-respect…” (Gibbs)
“Be true to your work, your word, and your
friend.” (Henry David Thoreau)
46
III. ETHICS on the JOB
B) ETHICS Guidelines:
4. Be Independent



group work does not absolve individual
responsibility
you cannot simply “go along”
“groupthink” = dangerous
• excessive conformity
• within a group
47
III. ETHICS on the JOB
B) ETHICS Guidelines:
4. Be Independent



“Conformity is the jailer of freedom and the
enemy of growth.” (JFK)
“The reward for conformity is that everyone
likes you but yourself.” (Brown)
“To be one’s self, and unafraid whether
right or wrong, is more admirable than the
easy cowardice of surrender to conformity.”
(Wallace)
48
III. ETHICS on the JOB
C) LEGAL Issues in Writing:
1. Acknowledge Sources



cite sources
include a bibliography, references
except for common knowledge
• when in doubt, cite
49
III. ETHICS on the JOB
C) LEGAL Issues in Writing:
2. Seek written permission before
borrowing extensive text



“fair use” rule
100+ words
esp. in a for-profit document
• when in doubt, ask an expert
• when in doubt, ask for permission
50
III. ETHICS on the JOB
C) LEGAL Issues in Writing:
3. Seek written permission before
borrowing graphics

when in doubt, ask for permission
51
III. ETHICS on the JOB
C) LEGAL Issues in Writing:
4. Seek legal advice when you cannot
resolve complex questions



when in doubt, ask
trademarks, copyrights
US Copyright Office
<http://lcweb.loc.gov/copyright/>
52
CORPORATE
STRUCTURE
53
IV. CORPORATE STRUCTURE
Types of Readers:
 superiors at your company
 superiors at your branch
 subordinates at your branch
 employees at other branches
 clients
 subcontractors & vendors
54
IV. CORPORATE STRUCTURE








Types of Writing
(Internal)
memo
orientation booklet for
your company
procedures manual
internal proposals
project report
long report
trip report
technical article










Types of Writing
(External)
sales letter
company brochure
proposal
progress report
final project report
refresher letter
complaint letter
technical article
training manual
affirmative-action
report
55
IV. CORPORATE STRUCTURE






Types of Positions
(Technical
professionals)
department manager
project manager
research engineer
field engineer
field scientist
landscape architect







Types of Positions
(Non-Technical
professionals)
office services
manager
human resources
manager
TECHNICAL WRITER
marketing specialist
training specialist
security manager
hotel manager
56
IV. CORPORATE STRUCTURE
Types of positions
(Technical staff)





field/lab technician
computer operator
field hand
research technician
warehouse
supervisor





Types of positions
(Non-Technical
staff)
word processing
operator
secretary
receptionist
library assistant
training assistant
57
IV. CORPORATE STRUCTURE
PRESIDENT
VP Domestic
Relations
Branch Manager
VP International
Relations
VP Human
Resources
VP Business &
Marketing
VP Research &
Training
Branch Manager
Benefits,
Compensation,
Employment,
Safety Managers
Accounting,
Marketing
Managers
Equipment
Development,
Library, Training
Managers
58
ASSIGNMENTS
59
ASSIGNMENTS

Individual – Book #6: Evaluate STC
ethical guidelines: (p.67)
• What do they suggest about the role of the
technical communicator in the workplace?
• How would you adjust (if at all) the depth,
breadth, or balance of the presented items?
• Does the document satisfy or not the chapter’s
ethical guidelines? Yes, No? How?
• Are all the guidelines and terms clear?
• How would the role of the US technical
communicator (as described therein) differ
from one from another culture?
60
ASSIGNMENTS

Individual – Intercultural Communication
• You are working in your desired profession.
• Your company has just opened a new branch
office.

in a country of your choosing
• This is the 1ST time the company has been in
that country.
• You have been asked by the Manager of Ethics
and Professional Conduct to draft a memo to
answer the following task:
• Using the 10 questions on p. 43, create a list, a
Code of Conduct for International Business
Communication.
61
ASSIGNMENTS

Both – LCCC’s “corporate culture”: (p.63)
• history of school
• type of institution & variety of academic
programs
• types of students (typical background)
• academic structure
• types of interactions among faculty & staff
• enrollment patterns
• extracurricular life on campus
• relationship with the community outside the
school
• http://www.luzerne.edu/about/welcome.jsp
• http://www.luzerne.edu/index.jsp
62
63

Abuses in Business:
• Whistleblowing
• Discrimination
• Slavery, indentured servitude
• Espionage
• Accounting scandals, bribery, kickbacks,
insider trading
• Price fixing, gouging
• Pollution
• Animal testing
• Infringement of copyright, patent, trademark
GLOBAL BUSINESS
ETHICS
GLOBAL BUSINESS
ETHICS
66
=