Intercultural business communication
p> CULTURAL DIFFERENCES
As we know, misunderstandings are especially likely to occur when the
people who are communicating have different backgrounds. Party A encodes a
message in one context, using assumptions common to people in his or her
culture; Party B decodes the message using a different set of assumptions.
The result is confusion and, often, hard feelings. For example, take the
case of the computer sales representative who was calling on a client in
China. Hoping to make a good impression, the salesperson brought along a
gift to break the ice, an expensive grandfather clock. Unfortunately, the
Chinese client was deeply offended because, in China, giving clocks as
gifts is considered bad luck for the recipient.
Such problems arise because of our unconscious assumptions and non-verbal
communication patterns. We ignore the fact that people from other cultures
differ from us in many ways: in their religion and values, their ideas of
status, their decision-making habits, their attitude toward time, their use
of space, their body language, and their manners. We assume, wrongly, that
other people are like us. At Vons, management has spent a great deal of
time learning about the cultural preferences of the store's Hispanic
customers.
Religion and values
Although North America is a melting pot of people with different
religions and values, the predominant influence in this culture is the
Puritan ethic: If you work hard and achieve success, you will find favour
in the eyes of God. They tend to assume that material comfort is a sign of
superiority, that the rich are a little bit better than the poor, that
people who work hard are better than those who don't. They believe that
money solves many problems. They assume that people from other cultures
share their view, that they dislike poverty and value hard work. In fact,
many societies condemn materialism and prize a carefree life-style.
As a culture, they are goal-oriented. They want to get the work done in
the most efficient manner, and they assume that everyone else does too.
They think they are improving things if they can figure out a way for two
people using modern methods to do the same work as four people using the
"old way." But in countries like India and Pakistan, where unemployment is
extremely high, creating jobs is more important than getting the work done
efficiently. Executives in these countries would rather employ four workers
than two.
Roles and status
Culture dictates the roles people play, including who communicates with
whom, what they communicate, and in what way. In many countries, for
example, women still do not play a very prominent role in business. As a
result, female executives from American firms may find themselves sent off
to eat in a separate room with the wives of Arab businessmen, while the men
all eat dinner together.
Concepts of status also differ, and as a consequence, people establish
their credibility in different ways. North Americans, for example, send
status signals that reflect materialistic values. The big boss has the
corner office on the top floor, deep carpets, an expensive desk, and
handsome accessories. The most successful companies are located in the most
prestigious buildings. In other countries, status is communicated in other
ways. For example, the highest-ranking executives in France sit in the
middle of an open area, surrounded by lower-level employees. In the Middle
East, fine possessions are reserved for the home, and business is conducted
in cramped and modest quarters. An American executive who assumes that
these office arrangements indicate a lack of status is making a big
mistake.
Decision-making customs
In North America, they try to reach decisions as quickly and efficiently
as possible. The top people focus on reaching agreement on the main points
and leave the details to be worked out later by others. In Greece, this
approach would backfire. A Greek executive assumes that anyone who ignores
the details is being evasive and untrustworthy. Spending time on every
little point is considered a mark of good faith. Similarly, Latin Americans
prefer to make their deals slowly, after a lengthy period of discussion.
They resist an authoritarian "Here's the deal, take it or leave it"
approach, preferring the more sociable method of an extended discussion.
Cultures also differ in terms of who makes the decisions. In american
culture, many organisations are dominated by a single figure who says yes
or no to every deal. It is the same in Pakistan, where you can get a
decision quickly if you reach the highest-ranking executive. In other
cultures, notably China and Japan, decision making is a shared
responsibility. No individual has the authority to commit the organisation
without first consulting others. In Japan, for example, the negotiating
team arrives at a consensus through an elaborate, time-consuming process
(agreement must be complete — there is no majority rule). If the process is
not laborious enough, the Japanese feel uncomfortable.
Concepts of time
Differing perceptions of time are another factor that can lead to
misunderstandings. An executive from North America or Germany attaches one
meaning to time; an executive from Latin America, Ethiopia, or Japan
attaches another. Let's say that a salesperson from Chicago calls on a
client in Mexico City. After spending 30 minutes in the outer office, the
person from Chicago feels angry and insulted, assuming, "This client must
attach a very low priority to my visit to keep me waiting half an hour." In
fact, the Mexican client does not mean to imply anything at all by this
delay. To the Mexican, a wait of 30 minutes is a matter of course.
Or let's say that a New Yorker is trying to negotiate a deal in Ethiopia.
This is an important deal, and the New Yorker assumes that the Ethiopians
will give the matter top priority and reach a decision quickly. Not so. In
Ethiopia, important deals take a long, long time. After all, if a deal is
important, it should be given much careful thought, shouldn't it?
The Japanese, knowing that North Americans are impatient, use time to
their advantage when negotiating with us. One of them expressed it this
way:
"You Americans have one terrible weakness. If we make you wait long
enough, you will agree to anything."
Concepts of personal space
The classic story of a conversation between a North American and a Latin
American is that the interaction may begin at one end of a hallway but end
up at the other, with neither party aware of having moved. During the
interaction, the Latin American instinctively moves closer to the North
American, who in turn instinctively steps back, resulting in an
intercultural dance across the floor. Like time, space means different
things in different cultures. North Americans stand about five feet apart
when conducting a business conversation. To an Arab or a Latin American,
this distance is uncomfortable. In meetings with North Americans, they move
a little closer. We assume they are pushy and react negatively, although we
don't know exactly why.
Body language
Gestures help us clarify confusing messages, so differences in body
language are a major source of misunderstanding. We may also make the
mistake of assuming that a non-American who speaks English has mastered the
body language of our culture as well. It therefore pays to learn some basic
differences in the ways people supplement their words with body movement.
Take the signal for no. North Americans shake their heads back and forth;
the Japanese move their right hands; Sicilians raise their chins. Or take
eye contact. North Americans read each other through eye contact. They may
assume that a person who won't meet our gaze is evasive and dishonest. But
in many parts of Latin America, keeping your eyes lowered is a sign of
respect. It's also a sign of respect among many black Americans, which some
schoolteachers have failed to learn. When they scold their black students,
saying "Look at me when I'm talking to you," they only create confusion for
the children.
Sometimes people from different cultures misread an intentional signal,
and sometimes they overlook the signal entirely or assume that a
meaningless gesture is significant. For example, an Arab man indicates a
romantic interest in a woman by running a hand backward across his hair;
most Americans would dismiss this gesture as meaningless. On the other
hand, an Egyptian might mistakenly assume that a Westerner sitting with the
sole of his or her shoe showing is offering a grave insult.
Social behaviour and manners
What is polite in one country may be considered rude in another. In Arab
countries, for example, it is impolite to take gifts to a man's wife but
acceptable to take gifts to his children. In Germany, giving a woman a red
rose is considered a romantic invitation, inappropriate if you are trying
to establish a business relationship with her. In India, you might be
invited to visit someone's home "any time." Being reluctant to make an
unexpected visit, you might wait to get a more definite invitation. But
your failure to take the Indian literally is an insult, a sign that you do
not care to develop the friendship.
* * *
Behind The Scenes At Parker Pen
Do as the Natives Do,
But Should You Eat the Roast Gorilla Hand
If offered, you should eat the roast gorilla hand—so says Roger E. Axtel,
vice president of The Parker Pen Company. Axtel spent 18 years living and
travelling in the 154 countries where Parker sells pens. He learned that
communicating with foreign nationals demands more than merely learning
their language. The gorilla hand (served rising from mashed yams) was
prepared for a meal in honor of an American family-planning expert who was
visiting a newly emerged African nation, and the guest of honor was
expected to eat it, so he did. Learning the behaviour expected of you as
you do business internationally can be daunting if not intimidating. Axtel
recommends the following rules to help you get off to a good start without
embarrassment.
Basic Rule #1: What's in a Name?
The first transaction between even ordinary citizens— and the first chance
to make an impression for better or worse—is an exchange of names. In
America, there is not very much to get wrong. And even if you do, so what?
Not so elsewhere. In the Eastern Hemisphere, where name frequently denotes
social rank or family status, a mistake can be an outright insult, and so
can using someone's given name without permission. "What would you like me
to call you?" is always the opening line of one overseas deputy director
for an international telecommunications corporation. "Better to ask several
times," he advises, "than to get it wrong." Even then, "I err on the
side of formality." Another frequent traveler insists his company provide
him with a list of key people he will meet—country by country, surnames
underlined—to be memorized on the flight over.
Basic Rule #2: Eat, Drink, and Be Wary.
Away from home, eating is a language all its own. No words can match it for
saying "glad to meet you ... glad to be doing business with you . . . glad
to have-you here." Mealtime is no time for a thanks-but-no-thanks response.
Accepting what is on your plate is tantamount to accepting host, country,
and company. So no matter how tough things may be to swallow, swallow.
Often what is offered constitutes your host jj country's proudest culinary
achievements. Squeamishness comes not so much from the thing itself as
from, your unfamiliarity with it. After all, an oyster has | remarkably
the same look and consistency as a sheep’s eye (a delicacy in Saudi
Arabia).
Is there any polite way out besides the back door? Most business
travelers say no, at least not before taking a few bites. It helps to slice
unfamiliar food very thin. This way, you minimize the texture and the
reminder of where it came from. Another useful dodge is not knowing what
you are eating. What's for dinner? Don't ask.
Basic Rule #3: Clothes Can Make You or Break You
Wherever you are, you should not look out of place. Wear something you look
natural in, something you know how to wear, and something that fits in with
your surroundings. For example, a woman dressed in a tailored suit, even
with high heels and flowery blouse, looks startlingly masculine in a
country full of diaphanous saris. More appropriate attire might be a silky,
loose-fitting dress in a bright color. With few exceptions, the general
rule everywhere, whether for business, for eating out, or even for visiting
people at home, is that you should be very buttoned up: conservative suit
and tie for men, dress or skirt-suit for women.
Basic Rule #4: American Spoken Here— You Hope.
We should be grateful that so many people outside the United States speak
English. Even where Americans aren't understood, their language often is.
It's when we try to speak someone else's language that the most dramatic
failures of communication seem to occur. At times, the way we speak is as
misinterpreted as what we are trying to say; some languages are
incomprehensible as pronounced by outsiders. But no matter how you twist
most native tongues, some meaning gets through—or at least you get an A for
effort even if it doesn't. Memorizing a toast or greeting nearly always
serves to break the ice, if not the communication barrier.
* * *
Rules of etiquette may be formal or informal. Formal rules are the
specifically taught "rights" and "wrongs" of how to behave in common
situations, such as table manners at meals. Members of a culture can put
into words the formal rule being violated. Informal social rules are much
more difficult to identify and are usually learned by watching how people
behave and then imitating that behaviour. Informal rules govern how men and
women are supposed to behave, how and when people may touch each other,
when it is appropriate to use a person's first name, and so on. Violations
of these rules cause a great deal of discomfort to the members of the
culture, but they usually cannot verbalize what it is that bothers them.
ETHNOCENTRIC REACTIONS
Although language and cultural differences are significant barriers to
communication, these problems can be resolved if people maintain an open
mind. Unfortunately, however, many of us have an ethnocentric reaction to
people from other cultures—that is, we judge all other groups according to
our own standards.
When we react ethnocentrically, we ignore the distinctions between our
own culture and the other person's culture. We assume that others will
react the same way we do, that they will operate from the same assumptions,
and that they will use language and symbols in the "American" way. An
ethnocentric reaction makes us lose sight of the possibility that our words
and actions will be misunderstood, and it makes us more likely to
misunderstand the behaviour of foreigners.
Generally, ethnocentric people are prone to stereotyping and prejudice:
They generalize about an entire group of people on the basis of sketchy
evidence and then develop biased attitudes toward the group. As a
consequence, they fail to see people as they really are. Instead of talking
with Abdul Kar-hum, unique human being, they talk to an Arab. Although they
have never met an Arab before, they may already believe that all Arabs are,
say, hagglers. The personal qualities of Abdul Kar-hum become insignificant
in the face of such preconceptions. Everything he says and does will be
forced to fit the preconceived image.
Bear in mind that Americans are not the only people in the world who are
prone to ethnocentrism. Often, both parties are guilty of stereotyping and
prejudice. Neither is open-minded about the other. Little wonder, then,
that misunderstandings arise. Fortunately, a healthy dose of tolerance can
prevent a lot of problems.
TIPS FOR COMMUNICATING WITH PEOPLE FROM OTHER CULTURES
We may never completely overcome linguistic and cultural barriers or
totally erase ethnocentric tendencies, but we can communicate effectively
with people from other cultures if we work at it.
LEARNING ABOUT A CULTURE
The best way to prepare yourself to do business with people from another
culture is to study their culture in advance. If you plan to live in
another country or to do business there repeatedly, learn the language. The
same holds true if you must work closely with a subculture that has its own
language, such as Vietnamese Americans or the Hispanic Americans that Vons
is trying to reach. Even if you end up transacting business in English, you
show respect by making the effort to learn the language. In addition, you
will learn something about the culture and its customs in the process. If
you do not have the time or opportunity to learn the language, at least
learn a few words.
Also reading books and articles about the culture and talking to people
who have dealt with its members, preferably people who have done business
with them very helpful. Concentrating on learning something about their
history, religion, politics, and customs, without ignoring the practical
details either. In that regard, you should know something about another
country's weather conditions, health-care facilities, money,
transportation, communications, and customs regulations.
Also find out about a country's subcultures, especially its business
subculture. Does the business world have its own rules and protocol? Who
makes decisions? How are negotiations usually conducted? Is gift giving
expected? What is the etiquette for exchanging business cards? What is the
appropriate attire for attending a business meeting? Seasoned business
travellers suggest the following:
• In Spain, let a handshake last five to seven strokes; pulling away too
soon may be interpreted as a sign of rejection. In France, however, the
preferred handshake is a single stroke.
• Never give a gift of liquor in Arab countries.
• In England, never stick pens or other objects in your front suit
pocket.; doing so is considered gauche.
• In Pakistan, don't be surprised when businesspeople excuse themselves
in the midst of a meeting to conduct prayers. Moslems pray five times a
day.
• Allow plenty of time to get to know the people you're dealing with in
Africa. They're suspicious of people who are in a hurry. If you concentrate
solely on the task at hand, Africans will distrust you and avoid doing
business with you.
• In Arab countries, never turn down food or drink; it's an insult to
refuse hospitality of any kind. But don't be too quick to accept, either. A
ritual refusal ("I don't want to put you to any trouble" or "I don't want
to be a bother") is expected before you finally accept.
• Stress the longevity of your company when dealing with the Germans,
Dutch, and Swiss. If your company has been around for a while, the founding
date should be printed on your business cards.
These are just a few examples of the variations in customs that make
intercultural business so interesting.
HANDLING WRITTEN COMMUNICATION
Intercultural business writing falls into the same general categories as
other forms of business writing. How you handle these categories depends on
the subject and purpose of your message, the relationship between you and
the reader, and the customs of the person to whom the message is addressed.
Letters
Letters are the most common form of intercultural business
correspondence. They serve the same purposes and follow the same basic
organizational plans (direct and indirect) as letters you would send within
your own country. Unless you are personally fluent in the language of the
intended readers, you should ordinarily write your letters in English or
have them translated by a professional translator. If you and the reader
speak different languages, be especially concerned with achieving clarity:
• Use short, precise words that say exactly what you mean.
• Rely on specific terms to explain your points. Avoid abstractions
altogether, or illustrate them with concrete examples.
• Stay away from slang, jargon, and buzz words. Such words rarely
translate well. Nor do idioms and figurative expressions. Abbreviations,
tscfo-nyms (such as NOKAI) and CAD/CAM), and North American product names
may also lead to confusion.
• Construct sentences that are shorter and simpler than those you might
use when writing to someone fluent in English.
• Use short paragraphs. Each paragraph should stick to one topic and be
no more than eight to ten lines.
• Help readers follow your train of thought by using transitional
devices. Precede related points with expressions like in addition and
first, second, third.
• Use numbers, visual aids, and pre-printed forms to clarify your
message. These devices are generally understood in most cultures.
Your word choice should also reflect the relationship between you and the
reader. In general, be somewhat more formal than you would be in writing to
people in your own culture. In many other cultures, people use a more
elaborate, old-fashioned style, and you should gear your letters to their
expectations. However, do not carry formality to extremes, or you will
sound unnatural.
In terms of format, the two most common approaches for intercultural
business letters are the block style (with blocked paragraphs) and the
modified block style (with indented paragraphs). You may use either the
American format for dates (with the month, day, and year, in that order) or
the European style (with the day before the month and year). For the
salutation, use Dear (Title/Last Name). Close the letter with Sincerely or
Sincerely yours, and sign it personally.
If you correspond frequently with people in foreign countries, your
letterhead should include the name of your country and cable or telex
information. Send your letters by air mail, and ask that responses be sent
that way as well.
Check the postage too; rates for sending mail to most other countries are
not the same as rates for sending it within your own.
In the letters you receive, you will notice that people in other
countries use different techniques for their correspondence. If you are
aware of some of these practices, you will be able to concentrate on the
message without passing judgement on the writers. Their approaches are not
good or bad, just different.
The Japanese, for example, are slow to come to the point. Their letters
typically begin with a remark about the season or weather. This is followed
by an inquiry about your health or congratulations on your prosperity. A
note of thanks for your patronage might come next. After these
preliminaries, the main idea is introduced. If the letter contains bad
news, the Japanese begin not with a buffer, but with apologies for
disappointing you.
Letters from Latin America look different too. Instead of using
letterhead stationery, Latin American companies use a cover page with their
printed seal in the centre. Their letters appear to be longer, because they
use much wider margins.
Memos and reports
Memos and reports sent overseas fall into two general categories: those
written to and from subsidiaries, branches, or joint venture partners and
those written to clients or other outsiders. When the memo or report has an
internal audience, the style may differ only slightly from that of a memo
or report written for internal use in North America. Because sender and
recipient have a working relationship and share a common frame of
reference, many of the language and cultural barriers that lead to
misunderstandings have already been overcome. However, if the reader's
native language is not English, you should take extra care to ensure
clarity: Use concrete and explicit words, simple and direct sentences,
short paragraphs, headings, and many transitional devices.
If the memo or report is written for an external audience, the style of
the document should be relatively formal and impersonal. If possible, the
format should be like that of reports typically prepared or received by the
audience. In the case of long, formal reports, it is also useful to discuss
reporting requirements and expectations with the recipient beforehand and
to submit a preliminary draft for comments before delivering the final
report.
Other documents
Many international transactions involve shipping and receiving goods. A
number of special-purpose documents are required to handle these
transactions: price quotations, invoices, bills of lading, time drafts, letters of
credit, correspondence with international freight forwarders, packing
lists, shipping documents, and collection documents. Many of these
documents are standard forms; you simply fill in the data as clearly and
accurately as possible in the spaces provided. Samples are ordinarily
available in a company's files if it frequently does business abroad. If
not, you may obtain descriptions of the necessary documentation from the
United States Department of Commerce, International Trade Administration,
Washington, D.C., 20230. (For Canadian information, contact the Department
of External Affairs, Trade Division, Ottawa, Ontario, K1A OG2.)
When preparing forms, pay particular attention to the method you use for
stating weights and measures and money values. The preferred method is to
use the other country's system of measurement and its currency values for
documenting the transaction; however, if your company uses U.S. or Canadian
weights, measures, and dollars, you should follow that policy. Check any
conversion calculations carefully.
HANDLING ORAL COMMUNICATION
Oral communication with people from other cultures is more difficult to
handle than written communication, but it can also be more rewarding, from
both a business and a personal standpoint. Some transactions simply cannot
be handled without face-to-face contact.
When engaging in oral communication, be alert to the possibilities for
misunderstanding. Recognize that you may be sending signals you are unaware
of and that you may be misreading cues sent by the other person. To
overcome language and cultural barriers, follow these suggestions:
• Keep an open mind. Don't stereotype the other person or react with
preconceived ideas. Regard the person as an individual first, not as a
representative of another culture.
• Be alert to the other person's customs. Expect him or her to have
different values, beliefs, expectations, and mannerisms.
• Try to be aware of unintentional meanings that may be read into your
message. Clarify your true intent by repetition and examples.
• Listen carefully and patiently. If you do not understand a comment, ask
the person to repeat it.
• Be aware that the other person's body language may mislead you.
Gestures and expressions mean different things in different cultures. Rely
more on words than on non-verbal communication to interpret the message.
• Adapt your style to the other person's. If the other person appears to
be direct and straightforward, follow suit. If not, adjust your behaviour
to match.
• At the end of a conversation, be sure that you and the other person
both agree on what has been said and decided. Clarify what will happen
next.
• If appropriate, follow up by writing a letter or memo summarizing the
conversation and thanking the person for meeting with you.
In short, take advantage of the other person's presence to make sure that
your message is getting across and that you understand his or her message
too.
Speeches are both harder and simpler to deal with than personal
conversations. On the one hand, speeches don't provide much of an
opportunity for exchanging feedback; on the other, you may either use a
translator or prepare your remarks in advance and have someone who is
familiar with the culture check them over. If you use a translator,
however, be sure to use someone who is familiar not only with both
languages but also with the terminology of your field of business. Experts
recommend that the translator be given a copy of the speech at least a day
in advance. Furthermore, a written translation given to members of the
audience to accompany the English speech can help reduce communication
barriers. The extra effort will be appreciated and will help you get your
point across.
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