BADM 633 - Wk 4 International Business Culture Terry Ryan

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BADM 633 - Wk 4

International Business Culture

Terry Ryan

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Communicating Across Cultures

LANGUAGE

Communication amongst people from the same culture is often challenging Communication with people who speak a different

language is complicated by different ideas, attitudes, assumptions, perceptions and methods of communication

Communication takes place in two ways: Explicit words that are mutually understood Implicit or non-verbal communications: the “silent language”

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Just one flawed assumption can derail messages

o Who – is the sender the right person?o Who – is the intended recipient the right person?o What – is the context appropriate?o What – is the content appropriate?o How – is the medium appropriate?o How – is the style appropriate?o How – is the location appropriate?

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Linguistic Proficiency is paramount (even with other “English” speakers. Cultural Competency is equally important Although American English is often viewed as the language of business, it is often desirable to have expats learn the host- nation’s language.

WHY? Practicality is questioned

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Demonstrate trust and respect – very important in many cultures. (Language and religion are primary drivers of culture.) Translating slows the flow, especially in sale and negotiation scenarios. If one party knows both languages, he or she has a distinct advantage: what is this benefit? Benefits to the individual:

Better understanding of other culture Helps in learning of additional languages Gain fuller understanding of one’s own culture

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More examples of poor translations: Cigarettes with low “asphalt” Computer “underwear” “wet sheep” “Roto” KY Jelly “BIMBO” – what and where??? Zit (Euro), Super Piss (FI) and Calpis (JPN)

Same English words – different meanings Tabling an issue Flats/apartments Trainers/sneakers Hooter/horn

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Language - The method of human communication, either spoken or written, consisting of the use of words in a structured and conventional way. Conventionally, we think of language as (1) audible, articulate, meaningful sound as produced by the action of the vocal organs (2) : a systematic means of communicating ideas or feelings by the use of conventionalized signs, sounds, gestures, or marks having understood meanings: (3) : the means by which animals communicate (4) : a formal system of signs and symbols (as FORTRAN or a calculus in logic) including rules

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Linguistic Diversity 750 languages in Sub-Saharan Africa But, fewer than 100 are spoken by 95 per cent of the earth’s population. One-thousand Native American Languages How was one Southwestren tribe’s language used in WWII ??

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Communicating Across CulturesInfluence of Culture in Language

What two activities’ terms are over-used in business???

Most of us recognise technological and occupational terms – both old and new school

o Carburetor Fuel injectiono Typewriter Keyboardo Programmer (TV) Programmer (S-ware)

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Communicating Across Culturesle Web

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Lost in the Clouds

Influence of Culture in LanguageThe word on the table that morning was "cloud computing."

To translate the English term for computing resources that can be accessed on demand on the Internet, a group of French experts had spent 18 months coming up with "informatique en nuage," which literally means "computing in cloud."

France's General Commission of Terminology and Neology – a group of professors, linguists, scientists and a former ambassador -- was gathered in a building overlooking the Louvre to approve the term. "What? This means nothing to me. I put a 'cloud' of milk in my tea!" exclaimed Jean Saint-Geours, a French writer and member of the Terminology Commission .

Keeping the French language relevant ain’t easy in the Internet age.

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Lost in the Clouds

'saut acrobatique sur tremplin de neige‘ acrobatic jump on a springboard of snow

B I

G A I

R ! !

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Influence of Language on Culture Effects of language on perception Navajo Experiment (Jos. Casagrande)

o Navajo speakers use different verbs, depending upon the shape of an object

• Long, thin and flexible• Long, thin and rigid

o Navajo-only speaking children sorted by shapeo Bilingual children sorted by colour

Sapir-Whorf Hypothesis – linguistically different people not only communicate differently, but also think and perceive the world differently.

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Language Mirrors Values The “self-xxxxxxxx” examples Japan: ‘We’ comes before ‘I’

o Ohayo gozaimasu Konnichiwao Joggers greetings amongst fellow runners vs. non-joggers acknowledgementso Hai Yes OR Yes, I understand and (not agreement); real vs.. good reasons

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Linguistic Styles Tell it like it is; Talk turkey; lay cards on the table Ambiguity, e.g., Asians

o Maybe no; Very difficult means Nevero Perhaps . . .

Silence can be misconstrued Overstatement vs. understatement

o What may seem to be assertive to an American may be seen as week or equivocating to an Arab.

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Language and Social Context Situational awareness

o Formal (TLN)o Informal or familiar (FN)o Diplomatic openingso Verbal pauses or hiccups (ya’ know, o Perhaps . . .

Additional Complicating Factorso Slang/jargono Euphemismso Proverbs/o Verbal Duelingo Humouro Conversational taboos

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Lessons for Managers Learning the host language is usually helpful to settling into another culture. Communicating is life-threatening situations is paramount Knowledge of local language can alleviate risks of injury or death Local language capability can help to minimise culture shock.

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Language and Social Context Situational awareness

o Formal (Title Last Name)o Informal or familiar (First Name)o Diplomatic or tactful openingso Verbal pauses or hiccups (ya’ know, like) o Perhaps . . .

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Language and Social ContextAdditional Complicating Factors

o Slang/jargono Euphemismso Proverbs/o Verbal Duelingo Humouro Conversational taboos

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o Slang/jargon• dead in the water (disabled, but not sunk, ship)• red tape• bottom line

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o Euphemisms• New Yorkers called it “What happened”• Pass away or passed; croaked or augered in• Inventory shrinkage or leakage• Life jacket PFD• BCG: Cash cow, Dogs

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o Proverbs• An apple a day keeps the doctor away• An army marches on its stomach• Any port in a storm• Better late than never• Better safe than sorry • Beware of Greeks bearing gifts• Spare the rod and spoil the child• Speak softly and carry a big stick• The apple never falls far from the tree• Touch wood• Horses for courses

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o Verbal Dueling• One upsmanship• “I can top that” or “When we were up north”

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oHumour

D O N ‘ T

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oConversational taboos• Politics and religion• Wars• Immigration• Health, but no health of family members• Earnings• Material goods

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“Vacantly occupied, sat on the beach 'til my body got fried Dreamin' of your pretty eyes up in South Carolina I can't pronounce my r's or g's when I'm speakin' southernese Honey do, honey come and do me again”

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Additional Complicating FactorsoSouthernese or Southernisms

• That's about as useful as a trap door on a canoe.• He couldn't carry a tune if he had a bucket with a lid on it.• She was so tall she could hunt geese with a rake.• Somebody beat him with the ugly stick • I'll knock you so hard you'll see tomorrow today. • Dumb as a bucket (or box) of rocks. • You're the spitting image of your mother/father. • She's madder than a wet hen in a tote sack.• Happier than a pig in slop• “He’s a mess” followed by ???

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Lessons for Managers Learning the host language is usually helpful to settling into another culture. Communicating is life-threatening situations is paramount Knowledge of local language can alleviate risks of injury or death Local language capability can help to minimise culture shock.

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3-1 Wayne Calder, a recent Harvard MBA and one of his organization’s most innovativeplanners, was assigned to the Paris office for a two-year period.Wayne was particularly

excited about the transfer because he could now draw on the French he had takenwhile in school. Knowing that his proficiency in the French language would be an

excellent entrée into French society, Wayne was looking forward to getting to know his French colleagues on a personal level. During the first week in Paris, an opportunity to socialize presented itself. While waiting for a planning meeting with top executives to

begin, Wayne introduced himself to Monsieur LeBec. They shook hands and exchanged some pleasantries, and then Wayne told LeBec how excited his family was to be in

France. Wayne then asked LeBec if he had any children. LeBec replied that he had two daughters and a son. But when Wayne asked other questions about LeBec’s family, his

French colleague became quite distant and uncommunicative.What did Wayne do wrong?

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3-2 Bill Nugent, an international real estate developer from Dallas, had made a 2:30 P.M.appointment with Mr. Abdullah, a high-ranking government official in Riyadh, Saudi

Arabia. From the beginning things did not go well for Bill. First, he was kept waiting untilnearly 3:45 before he was ushered into Abdullah’s office. When he finally did get in,

several other men were also in the room. Even though Bill wanted to get down to businesswith Abdullah, he was reluctant to get too specific because he considered much of

what they needed to discuss sensitive and private. To add to Bill’s sense of frustration,Abdullah seemed more interested in engaging in meaningless small talk rather than

dealing with the substantive issues concerning their business.How might you help Bill deal with his frustration?

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3-3 Stan Gorelick, an engineer for a Chicago-based international construction company,was working on a two-year building project in Montevideo, Uruguay. After several monthson the job, Stan attended a cocktail party reception his firm was hosting for some of thelocal subcontractors. Upon entering the formal cocktail party about thirty minutes after it

started, Stan greeted several groups of people with a cheerful “Hola!” (Hello) and headedfor the bar. Soon, Stan noticed that some of the local people seem to be upset with him.

What did he do wrong?

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3-4 A large Baltimore manufacturer of cabinet hardware had been working for monthsto locate a suitable distributor for its products in Europe. Finally invited to present a

demonstration to a reputable distributing company in Frankfurt, it sent one of its mostpromising young executives, Fred Wagner, to make the presentation. Fred not onlyspoke fluent German but also felt a special interest in this assignment because hispaternal grandparents had immigrated to the United States from the Frankfurt area

during the 1920s.When Fred arrived at the conference room where he would be makinghis presentation, he shook hands firmly, greeted everyone with a friendly Guten Tag, and

even remembered to bow the head slightly as is the German custom. Fred, a veryeffective speaker and past president of the Baltimore Toastmasters Club, prefaced his

presentation with a few humorous anecdotes to set a relaxed and receptive atmosphere.However, he felt that his presentation was not very well received by the company executives. In fact, his instincts were correct; the German company chose not to

distribute Fred’s hardware products.What went wrong?

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3-5 Betty Carpenter, president of a cosmetics firm headquartered in Chicago, decidedto spend several days in Paris, talking to some potential distributors of their more popularproduct lines. Upon arrival she felt quite confident with her proficiency in French (basedon several years of French in college) in getting from the airport and checking into her

hotel. The next morning she met with Monsieur DuBois, vice president of a large Frenchdepartment store chain. Although their initial conversation went quite well, when the

subject turned to business, Betty felt that she was not communicating very effectivelywith DuBois. He seemed to be getting mildly annoyed and showed little interest in

continuing the discussion.What was Betty’s problem?

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3-6 Ted Gross was in charge of setting up his company’s exhibit at a trade show inHong Kong. As an inducement for visiting the exhibit, Ted and his two assistants gaveaway green baseball caps with the company’s logo on the front. During the first day ofthe show, however, very few people visited Ted’s exhibit. And those who did stop by

refused the free gift of a cap.How can you explain this unanticipated poor response at the trade show?

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3-7 Steve Reichs was on a month-long assignment at his company’s office in Pusan,Korea. Wanting to catch the attention of his supervisor who was standing across the

room, Steve “crooked” his index finger at him in an innocent gesture to have him comecloser. Not only did Steve get his supervisor’s attention, but he so infuriated his boss that

Steve came very close to being sent back to the home office.What was the problem?

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3-8 Peter Gorman, an accountant from Raleigh, North Carolina, had been working fortwo years in one of his firm’s branch offices in Melbourne, Australia. Normally, he took

the bus to work, but one morning he was running late and did not want to miss an importantmeeting, so he was forced to take a taxi. He signaled to a cab on the street by

raising his right hand, jumped into the back seat, and told the driver where he wanted togo. As the driver begins to pull away, however, he turned to Peter and said: “What’s

wrong, Mate? Do you think I have leprosy?” Peter was not sure whether the taxi driverwas joking or not.

How can you explain this situation?

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Nonverbal Dimension

Nonverbal communications referred to as: The silent language Hidden dimension of communication Body language

Telegraph messages about feelings Elaborate on the verbal language Govern the time and turn taking btwn. communicators Arbitrariness of nonverbal communications

Nonverbal cues that connote a different meaning Nonverbal cues that connote the same meaning

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Crude & Rude

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Nonverbal communications categorised: Facial expressions Hand gestures Walking Posture Space Touching Eye contact (or NOT!) Artifacts Clothing Hairstyles Cosmetics Time Silence

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Body Posture: Who was criticised for bowing to the Prime Minister in Japan ?Can communicate:

o social statuso religious practiceso feelings of submissivenesso social distanceo sexual intentions

US – lean back, feet up (casual dress) Europe - offensive

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Hand Gestures: (Under Construction)

o o

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Facial Expressions: Face-2-face communications “Losing face” Eyebrows, eyes & mouth are primary Interpretation is difficult

o Masking one’s emotionso Tom Brokawo Poker face o React opposite: cry while laughing (tears of happiness)

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Gaze: Maintaining eye contact is as effective as not maintaining eye contact

o But the extent to which different cultures utilise it vary widely.o What is acceptable in Greece may make others uncomfortableo To the Taureg, gaze is important because hands and arms are covered with clothing

High level of gazing can be seen as threatening, disrespectful, haugthy or insulting.

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Proximity: Personal spaces differ

o Initimate distance – really closeo Personal distance – 1 ½ to 4 ft.o Social distance – 4 to 12 ft.o Public distance – 12 to 25 ft. (or 4 to 8 metres)

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Bodily Contact (Touching): Most personal form on nonverbal communications

o Patting Slapping Punching Kickingo Shaking hands Air kissing Kissingo Guiding Holding Embracingo Grooming Stroking

High-touch cultures: Arabs, Jews and Eastern Europeans Low-touch cultures: English, Germans, Northern Euro’s and many Asian cultures Subway (tube) and elevator (lift) protocols

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Bodily Contact (Touching): Ballroom dancing can be viewed as asexual (USA) or promiscuous or in bad taste. PDA: where did Richard Gere – a Buddhist - get in trouble? Low-touch cultures: English, Germans, Northern Euro’s and many Asian cultures Subway (tube) and elevator (lift) etiquette Be careful of stereotypes or appearances:

o German & American men less tactile than Italian men, they were more tactile that Italian women.

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Lessons for Managers: When in doubt: DON’T

o Read, read, reado Observe, observe, observeo Research, research, research (I’net)o Ask, ask, ask – no “dumb” questions

Context/situation specifico Virgin Media COO Leigh Wood – guy or gal?o Typical greetings

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4-1 Don Bynum, a Boston banker, was assigned for several weeks as a troubleshooterin the Rome office. To facilitate his adjustment to the Italian banking system and to assist

with translation, the branch manager had assigned Don to work with Maria Fellini, a bilingual employee of the bank. Maria, like Don, was single and in her early thirties, and she lived with her widowed mother. Maria invited Don to her mother’s home for dinner.

When Don arrived, he brought a large bouquet of chrysanthemums for Maria’s mother as a token of his appreciation for her hospitality. Maria answered the door, greeted Don, andtook the flowers into the kitchen. But for the entire evening neither Maria nor her mother

mentioned anything about the flowers. Don felt that perhaps he had done somethinginappropriate, or maybe they were just not appreciative.

What went wrong?

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4-2 While living and working in Milan, Eric Woodward decided to spend part of a

Saturday at a local art museum. Because he was not exactly certain where the museum

was located, he asked a man on the street for directions. While the Italian was explaining

how to get to the museum, Eric had an uncontrollable itch on his left earlobe. He tried to

satisfy the itch by tugging on his earlobe. The Italian man immediately became upset and

started yelling at Eric.

What did Eric do to cause such a negative reaction?

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4-3 Construction superintendent Justin Clark had just been transferred to Saudi Arabia

for two years to supervise the building of new state-of-the-art oil rigs for the Saudi

government. Upon moving into their rented house, Justin and his wife Lorna discovered

several things that needed repair. The landlord, very happy to have rented the house on

a two-year lease, was very prompt in responding to their request for repairs. However,

when he arrived, Justin was not home, and the landlord entered the house without

speaking or acknowledging Lorna’s presence. The repairs proceeded under the landlord’s

supervision. Lorna was insulted and felt that the landlord’s behavior was rude and

disrespectful. Since she was the one home at the time, she thought the landlord should

have discussed the repairs with her.

Why did the landlord ignore Lorna?

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4-4 In what was considered a “hostile takeover,” a U.S. corporation purchased aregional wine-producing vineyard in Limoges, France, in a strategic maneuver to enterthe European market. Frank Joseph, a human resource specialist, was sent to Limoges

to smooth the ruffled feathers of the vineyard’s workers. Along with videos and propaganda on the merits of working for a Fortune 500 corporation, Frank also brought toLimoges a number of company logo items. In what was intended as a goodwill gesture,

he presented the workers with T-shirts, ball caps, ink pens, and coffee cups to take hometo their families.Over the next several weeks, Frank never saw any of the company’s logo

items being worn or used by the workers. Instead, the workers were uncommunicativetoward him and at times even hostile.

Why was Frank treated in this manner?

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4-5 Aware of the enormous interest the Japanese have in the game of golf, a U.S.

sports equipment manufacturer decided to explore the possibilities of a joint venture with

a Japanese firm. Three representatives from each firm met in San Francisco to work out

the details of the proposed venture. After the six men were introduced to one another, they

were seated at opposite sides of a large conference table. In an attempt to show the

Japanese their sincerity for getting down to the task at hand, the Americans took off their

jackets and rolled up their sleeves. Then one of the Americans said to his counterpart

across the table, “Since we are going to be working together for the next several days,

we better get to know each other. My name is Harry. What’s your name?” The joint

venture never did take place.

What went wrong?

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4-6 Larry Ligo, an art dealer from Florida, was in some intense business negotiations

with a Brazilian firm. At the meeting many differing opinions were discussed, and at

times the exchanges became somewhat heated. This intensity was exemplified by the

Brazilians who tapped Larry on the shoulder or arm each time they expressed an

opinion. The repeated taps began to make Larry angry. In fact, he wondered whether the

Brazilians were trying to pick a fight. The next time Larry was touched on the arm he

impulsively jerked his arm away. The Brazilians were surprised by Larry’s response. After

that Larry sensed that the negotiations were not progressing smoothly.

Why?

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4-7 Randy Hightower, recently appointed to manage his firm’s office in Singapore,

was anxious to do well in his first overseas assignment. Shortly after his arrival, he

called his first staff meeting, to outline the objectives for the coming fiscal year. He had

already met with his staff individually and was feeling quite confident about the

prospects for having a good first year. Toward the end of the staff meeting, Randy, in his

characteristic upbeat fashion, told his employees that he looked forward to working with

them and that he anticipated that this would be their best year ever. To emphasize his

optimism for the coming year, Randy punctuated his verbal remarks by slapping his fist

against his palm. The reaction was instantaneous: Most people laughed, giggled, or

looked embarrassed. Unfortunately, he felt that the point of his dramatic climax was lost

amidst the laughter.

How might you explain the cause for the hilarious outburst?

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4-8 While working for a Philadelphia bank in Kuala Lumpur, Malaysia, Jennifer Roberts

met, quite unexpectedly, one of her female colleague at a shopping mall one weekend.

The local Malaysian colleague was accompanied by her five-year-old daughter. Jennifer

was so taken by the girl’s beauty that she patted the girl on the head while commenting

to the mother what a gorgeous child she had. Much to Jennifer’s surprise, however, the

mother responded by saying that the girl was not very pretty at all and then abruptly left.

What had Roberts done?

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