Chapter 4
Communicating Across
Cultures
Mary Ellen Guffey, Business Communication:
Process and Product, 5e
Copyright © 2006
Increasing Importance of
Intercultural Communication
• Technological advancements
• General global
interconnectivity
• Globalization of markets
• Intercultural workforce
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 2
Understanding Culture
How is culture like a computer program?
Society, gender, race, age, religion, and
other factors control our reactions and
behavior.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 3
Characteristics of Culture
1. Culture is learned.
2. Cultures are inherently logical.
3. Culture forms our self-identity and
community.
4. Culture combines the visible and
the invisible.
5. Culture is dynamic.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 4
Improving Communication
With Intercultural Audiences
Oral Messages
• Learn foreign phrases.
• Use simple English.
• Speak slowly and enunciate clearly.
• Observe eye messages.
• Encourage accurate feedback.
• Check frequently for comprehension.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 5
Improving Communication
With Intercultural Audiences
Oral Messages
• Accept blame.
• Listen without interrupting.
• Tell speakers if you don’t understand.
• Remember to smile!
• Follow up in writing.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 6
Improving Communication
With Intercultural Audiences
Written Messages
• Adapt to local formats.
• Use short sentences and short
paragraphs.
• Avoid ambiguous expressions.
• Strive for clarity.
• Use correct grammar.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 7
Improving Communication
With Intercultural Audiences
Written Messages
• Cite numbers carefully.
• Accommodate reader in organization,
tone, and style.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 8
Making Ethical Decisions
Across Borders
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Broaden your view of other cultures.
Avoid reflex judgments.
Find alternatives.
Refuse business if options violate your
basic values.
• Conduct all business openly.
• Don’t rationalize shady decisions.
• Resist lawful but unethical strategies.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 9
Comparing U.S. and
Foreign Views
How Many U.S. Persons View
Themselves
Informal, friendly, casual
Egalitarian
Direct, aggressive
Efficient
Goal- and achievement-oriented
Profit-oriented
Resourceful, ingenious
Individualistic, progressive
Dynamic, identify with work
Enthusiastic, prefer hard sell
Open
How Many Foreigners View
U.S. Persons
Undisciplined, too personal
Insensitive to status
Blunt, rude, oppressive
Opportunistic, obsessed with time
Promise more than they deliver
Materialistic
Deals more important than people
Self-absorbed
Driven
Deceptive, fearsome
Weak, untrustworthy
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 10
Diversity Demographics Quiz
9. The most profound challenge for managers and
administrators in all organizations striving for diversity
will center on _____________?
a. recruiting
c. management style
b. promotion
d. communication
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 11
Diversity Demographics Quiz
9. The most profound challenge for managers and
administrators in all organizations striving for diversity
will center on _____________?
a. recruiting
c. management style
b. promotion
d. communication
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 12
Tips for Capitalizing on
Workforce Diversity
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•
•
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Seek training.
Understand the value of differences.
Don’t expect conformity.
Create zero tolerance for bias and
stereotypes.
• Learn about your cultural self.
• Make fewer assumptions.
• Build on similarities.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 13
End
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 14