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Article ReviewBy
Bhaskar Jyoti RoyGaetano Carrone
Pratik Patil
Virtual Communication: Intercultural AspectsManaging Communication Within Virtual
Intercultural Teams – C.U. GrossElectronic Communications : Do cultural
Dimensions matter? - Douglas N Ross
Agenda – Article 1Virtual Communication
Virtual teamsManaging technology in virtual communicationEffective virtual communication
Virtual Team
A "virtual" team is one that conducts its work almost entirely through electronic technology.
Why Virtual Teams?The increasing globalization of trade and corporate activity. Best employees may be located anywhere in the world. Workers demand personal flexibility & technology
sophisticationFlexible organizationWorkers’ productivity – less commuting and travel time. The global workday is 24 vs. 8 hours. Changes in workers’ expectations of organizational
participation.
Technology in Virtual CommunicationCommunicating through technology can
become a difficult task. It requires: Understanding of advantages and limitations of
technology Knowledge of how to build relationships via
technology
Can you name 3 advantages of email communication?
Are there disadvantages?
Virtual communication mediums 1/2E-mail
PROS CONSLess time to compose the message
Asynchronous discussion
No time pressure Lack of non-verbal cues
More clarity for non-native speakers
Information overload
Ask for clarification without losing face
Virtual communication mediums 2/2Phone:
Pros: timely, personal touchCons: hard for non-native English speakers, expensive
VideoconferencePros: works for large groupsCons: quality of video, speed, sound problems
FaxFace-to-Face
Managing Technology in virtual teams: RecommendationsUnderstand technology’s opportunities and
limitationsHelp teammates get used to the technology and
create positive attitudes towards itGet to know each other with photos, celebrate
birthdays, etc.Keep the human touchUnderstand the value of face-to-face meetings
3. Effective Virtual Communication irtual teams tend to be multiculturalVirtual team communication across different cultures
presents managers with difficult challenges → often times global teams do not create the value expected.
"Effective communication in a multi-cultural team occurs when team members hear what was intended to be said"
Communicating across culturesBuild trust and understandingUnderstand how diversity strengthens a teamBalance distance work with face-to-face timeShow respect for other cultures and languagesBe open to learning about other cultures and languagesUnderstand cultural values, beliefs, and communicational
stylesUnderstand approaches to decision-making, problem-solving,
and conflict resolutionCheck for understanding
Virtual Teams: the IBM example Example of how a global company has benefited from technology to create virtual
teams.i. IBM has 372000 employees across the world.ii. To stay competitive, global companies need to move with speed and flexibility.iii. IBM realizes that leveraging differences in its workforce creates a competitive
advantageiv. → In 2007: Creation of global virtual teamsv. Launch of platforms to build virtual space: Active Worlds, Forterra Olive,
Second Lifevi. Hold events and collaborations activities, desktop sharing, meet and socialize
Agenda – Article 2Focus is “How cultures may act as filter on communications over electronic
channels”
Three Sections● Media Richness Theory● Applying Hofstede dimensions to electronic communications● E communication guidelines
Media Richness TheoryInformation richness theory
Different mediums have different richness.
Limit on the channels or interference on the information signal sent leads to deterioration of meaning.
FRAMEWORK FOR COMMUNICATION CHANNELS
• Channels of decreasing richness may not necessarily lead to lesser understanding.• Many times Electronic communications may work better that face to face interaction.
Critical Social Theory
Communication thus relies on mutual understanding than richness.
People are critical, active interpreters of communication
Applying Hofstede Dimensions to Electronic communications❖ National cultural characteristics are determinants of management behaviour❖ Culture affects the abilities of partner to learn to cooperate
Tendencies of Individualist culture based managers•Cognitive Dissonance ( disconnect between personal attitude and behaviour)
• Correspondence Bias ( tendency to believe that others have same needs and attitudes. For instance, attitudes towards rewards) Both these create Perceptual Bias in communication process
International Joint venture longevity decreases with the cultural distance between partners, where cultural distance is defined as the degree to which cultural norms in one country are different from those in another country.
E communication guidelines● Develop a communications model that include many variables ● Create comfort level for use of electronic communications● Nurture relation building skills
Individualist Culture
Executives
• Low context• Arm’s Length
Formalism • Few Non verbal Cues
Collectivist Culture
Environment
• Relationally based business practices
• Personal cues important
Electronic channel communications may require developing explicit behavioural cues
Develop Communications model that includes many
variablesComfort Level in use of
electronic communicationsNurture Relation Building
Skills
Develop Communications model that includes many
variables
Create Comfort Level in use of electronic communications
Nurture Relation Building Skills
Complexity of issue and Preparedness of participants
Explicit Procedures for improving understanding of, and ease in dealing with multiple cultures
Facilitator to mobilize the participants
Knowledge of Key Cultural Variables (time zones, appropriate language, time orientation)
Knowledge of electronic media applications ( detailed knowledge such as whether messages are private or public, personal or administrative)
Develop Communications model that includes many
variablesCreate Comfort Level in use
of electronic communicationsNurture Relation Building
Skills
Relationships extremely important
• Relationship Building• Maintenance
Electronic communications can support relationships by enabling continuous contact
Dealing with High context cultures via electronic comm.
Greater Trust and mutual understanding required
THANK YOU