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2014 Business Communications Dr. Echols Busn 251-01 By: Ashley Resto Zak Zyburt Tyquan Roberts Jervon Johnson Katelyn Katina International Communication
Transcript

2014

Business Communications

Dr. Echols

Busn 251-01

By:

Ashley Resto

Zak Zyburt

Tyquan Roberts

Jervon Johnson

Katelyn Katina

InternationalCommunication

1International Communication

Abstract

Communications is one of the most important functions to

master in order for any business to be successful in today’s

increasingly competitive markets, particularly for companies

doing business internationally. A company’s success is

determined by its business communication strategies and

skills. In the business world, there are several types of

cultural differences in the lines of communication. In this

paper, it will discuss these differences and how to overcome

the challenges corporations face when communicating with

other countries. Furthermore, we will discuss the language

barriers that are present when communication with business

partners from a different ethnic background. In order to run

a successful business, each individual must take the

necessary steps to communicate effectively and understand

the culture background of their clients and partners.

2International Communication

Introduction

Communication across cultures can certainly be

challenging when a business has no understanding of the

ethnic and cultural background of the opposing company. Born

and raised in America, our society has built set rules of

communication over time that we take for granted. Very few

of us are aware of our own cultural biases because cultural

imprinting has begun at a very early age. Although we can

attempt to learn about a countries rules, beliefs, and

values, most of the knowledge we obtain about a different

culture is absorbed subconsciously.

3International Communication

Today, the challenge for multicultural communication

has never been higher in the business world. Global business

organizations have discovered that intercultural

communications should be capitalized because the workforce

is growing more and more diverse in every way. In order to

succeed in the business world, individuals must make an

effort to examine the opposing side of business and use

strong communication skills to present their business in an

effective manner.

The Impact of Globalization in Business

The demand for international communication skills is

increasing as more and more businesses go global. These

companies have realized that there are barriers and

limitations when entering a foreign territory. Without the

help of multicultural communication, businesses will

unknowingly cause confusion and misunderstandings. In order

for these intercultural businesses to break the cultural

barriers encountered when steeping into the foreign grounds,

it is vital for them to fully understand the cultural

differences that exist. Furthermore, businesses need to gain

4International Communication

understanding on their surrounding cultures to prevent

damaging business relations due to intercultural

communication gaps.

As society has become more globally linked, the

aptitude and necessity to communicate across cultural

boundaries has increased in prominence and accessibility.

There are several theories that set principles to help

interpret the basis of intercultural communication. These

theories help iron out possible ripples of misunderstanding

by giving a basic guideline on how to address situations.

Furthermore, these guidelines help prevent clashes between

different culture groups caused by misperceptions.

Fundamentally, the basic skills of international

communication are general communication skills that can be

used in the multicultural world by all cultures and races.

These skills are simply altered in a direction that takes

the cultural limitation into consideration. A few examples

of these general skills include repeating what you

understand, listening without judging, confirming messages,

acknowledging a mutual understanding, and giving helpful

5International Communication

suggesting (Wartzman, 2013).

In today’s business world, businesses are conducting

more business in a global context. The need for effective

and clear international communications is becoming vital in

securing success in today’s global workplace. Intercultural

communications looks at how people communicate (verbally and

non-verbally), manage, work together, approach deadlines,

negotiate, meet, greet, build relationships, and much more.

Local and Global companies looking to do business globally

often fail to address such aspects before conducting

business abroad. When businesses lack cultural

understanding, it can lead to poor performance and lost

deals. Therefore, a greater understanding of intercultural

differences, etiquette, protocol and communication as well

as more informed planning will certainly lead to a much

higher probability of achieving business goals.

Today, global business is highly competitive and fast

changing. Individuals must strive to get it right, and get

it right the first time. Whether someone is giving a

presentation, negotiating a contract, or looking for a new

6International Communication

supplier, international communication plays an important

role. It has the power to transform the way an individual is

perceived at other corporations and impacts a business’s

ability to communicate effectively within a culture. As

workers are forced to think outside the box, they develop

greater interpersonal skills and learn new ways of doing

things. The need for international communication skills is

obvious because we are all working in an interconnected

global economy. In addition, it is important to build strong

relationships with people from different cultures and

backgrounds to further and increase success and business.

Ethnic and Cultural Differences

In the world of business today, one will encounter

people from many different places around the globe. The

problems in intercultural communication usually come from

problems in message transmission. In communication between

people of the same culture, the person who receives the

message interprets it based on values, beliefs, and

expectations for behavior similar to those of the person who

sent the message.

7International Communication

Businesses today can collaborate with people from all

over the world with a substantial number of resources.

Things that businesses could only dream of in the past, are

now happening and available everywhere, such as in schools,

government offices, and businesses. Development of advanced

communication systems and technologies allow people to

communicate with someone on the other side of the planet

with no hesitation.

Through advances in technology, utilizing the best

resource available without the limitation of location is no

longer a fantasy. Groups of people can collaborate on

projects and edit others’ content as if they are working

together in the same office. As more businesses are

adopting new technologies to strive toward success, one will

encounter people from different places around the globe with

which they can collaborate. This can lead to conflicts in

communication both intra-culturally and inter-culturally.

Miscommunication in business can mean loss of huge assets or

opportunities so one should strive to understand where

others are coming from when engaging in business with people

8International Communication

from other cultures ("Cross Cultural Communication").

Today, all international communication is shaped by

cultural differences. The judgment of what communication

channel can hold cultural suggestions and consequences. The

determining factor may not be the degree of development, but

rather where the country falls into a high-context or low-

context culture. High- context cultures such as

Mediterranean, Central European, Arab, Asian, Latin

American, American Indian, and African leave much of the

message undetermined and vague. They prefer to be understood

through context, nonverbal cues, and between-the-lines

understanding of what is actually said. On the other hand,

low-context cultures like Germanic and English- Speaking

countries expect messages to explicit and specific.

An additional difference in intercultural

communications can be classified as sequential and

synchronic thinking. Some cultures think of time

sequentially, as a direct commodity to spend, save, or

waste. In opposition, other cultures view time

synchronically, as a continuous flow to be experienced in

9International Communication

the moment or as a power that can’t be limited or measured.

In sequential cultures like English, German, Swedish, and

Dutch, businessmen and women give full attention to one

agenda item after another. In contrast, synchronic cultures

like Southern Europe, Asia, and South America view the flow

of time as a circular motion. In other words, they see the

past, present, and future all interconnected. Today, this

perspective influences how organization in those cultures

approach deadlines, investments, strategic thinking, the

concept of long-term planning, and developing talent from

within.

Although the American society considers individuals to

have the power to motivate the future by personal effort, in

reality, there are too many variable in the distant future.

Therefore, we favor a short-term view. Any significant

relationship is a long-lasting union that goes back and

forth in time. It is often observed as completely disloyal

and unfaithful not to support friends and relatives in

business dealings.

Lastly, the difference in how businesses act and react

10International Communication

towards others can be identified as affective or neutral. In

international business, reason and emotion both play an

important role. Affective communicators are generally

showing emotions and neutral communicators keep their

feelings carefully controlled and submissive. In high

affective cultures, people show their feelings plainly by

laughing, smiling, grimacing, scowling, and sometimes even

crying. The places that portray these qualities are found in

Singapore, Italy, and France. In some cases, people can

perceive neutral cultures as cold or unfeeling. This side of

communicators is more careful to monitor the amount of

emotion they display. The cultures that illustrate this type

of emotional reaction are found in the Netherlands, U.K.,

Indonesia, Norway, and Japan.

Recognizing the Diversity around Us

There are many discrete components that are

incorporated into culture. These components have been

passed down for generations and include a person’s values,

knowledge, traditions, experiences, and morals, and all of

these things affect the way one perceives the world around

11International Communication

them. When two or more cultures work together on the same

project, it is critical to understand the cultural

differences represented. Eastern countries such as Korea,

China, Japan, and Indonesia place a strong emphasis on

collective culture and hierarchy in business. The group

they are placed in is related to who they are.

In individualist cultures, such as the United States,

individuality and self-reliance are valued. When someone

from the United States engages with a person from Africa, it

would be wise for him to be aware of the various cultural

differences that exist between the eastern and western

cultures. Appointments should be arranged will ahead of

time, projects and proposals are expected to be translated

into the local language and sent to members before meetings,

shaking one’s head from side to side can mean agreement, and

tardiness can be viewed as an insult in eastern cultures

(“How Understanding Cultural Differences Improve the Work Environment and

the Bottom Line”, 2005). All of these are common cultural

differences that can be seen in the business world.

Another commonly seen miscommunication occurs when someone

12International Communication

from a western country engages with one from the eastern in

a direct manner. Most western cultures are low-context,

which means that they rely more on the words themselves to

gather meaning, rather than the context of the situation.

However, eastern cultures tend to be high-context. This

means that they do not have to say everything they want to

say, but rely on context to get the message across.

Thoughts and feelings are shared in an indirect manner,

rather than just being laid out. Therefore, when someone

from a western culture tries to communicate directly by

explicitly spelling out they want to say, it can be

offensive to someone from an eastern culture (Yoo, 2014).

Miscommunication can be very easy to avoid if one is willing

to take the time and effort to prepare, but if

miscommunication does occur, it can be devastating to

relationships and business opportunities.

Language Barrier

The main stumbling block when it comes to intercultural

communication is the language barrier. Language differences

can obstruct effective communication. It is clearly

13International Communication

difficult to communicate with someone if they do not speak

the same language as the person with whom they are speaking.

Someone that is not fluent in the primary language used in

business meetings, which is English in most cases, will

struggle to convey their needs or respond to their

colleagues. For these reasons, large amounts of expertise

and knowledge of a particular subject will not be

demonstrated, and jargon will not be used, when other

cultures are present in a business meeting. Non-native

speakers may have a significant amount of knowledge about a

particular subject, but might decide not to participate in

the discussion of it because their vocabulary is too limited

for them to understand and contribute to the entire

conversation (Theiderman, 1991).

During business presentations, most non-native speakers

need more time to make their point because of their limited

vocabulary in what is a foreign language to them. Their

presentations will not be as fluid and persistent as someone

that speaks the native language because they will have to

search for the right words, the words that will make the

14International Communication

most impact in the clearest manner (Yoo, 2013). When faced

with language barriers, it is important for the native

speakers to try to understand the difficulties non-native

speakers encounter, and how this can affect the way they

react and interact during the meeting. Together we try to

get used to each other’s accents and accept the language

mistakes inevitably made. We try to figure out what a good

translation would be for a particular expression and how the

words are to be interpreted and valued in our own language.

We get lost in translation.

Cultural Aspects of the Middle East

The Middle East is a cluster of various countries in

northeast Africa and southwest Asia that come together to

form a peninsula between the Red Sea, Persian Gulf, and the

Indian Ocean. The more significant countries under the

“Middle East” label are: Egypt, Saudi Arabia, Iraq, Yemen,

Turkey, and Oman. These countries all come together to form

a culture almost the complete opposite from the culture

found in the United States. This is mostly because of the

difference in religion. The largest religion in the United

15International Communication

States is Christianity, although Americans are free to

choose any religion, while in the Middle East the most

popular and common religion is Islam, and in some countries

it is illegal to practice a different religion. To

understand the culture in the Middle East and its

differences with the culture in the United States, one must

first attempt to understand Islam, the religion that molds

and shapes the culture and the thinking of nearly all Middle

Eastern people.

Islam is the second largest religion in the world,

right behind Christianity. It is the fastest growing

religion. The principles of Islam that all Muslims believe

is a monotheistic belief in Allah, and that Allah sent

Mohammad to be his prophet. Besides those basic standards,

there is a huge division in the Islamic world that beaks up

largely into two groups: Sunni and Shia (or Shi’ite). The

Shia Muslims make up less than ten percent of all Muslims in

the world, and are what most would call the more “radical”

of the two sects (Ispahani, 2014). The majority of Shia

Muslims live in Iraq, Iran, Lebanon, and Saudi Arabia, and

16International Communication

these people believe in a very literal translation of the

Quran and also believes that government should enforce

Sharia Law (a law based completely off the Quran) and force

Islam on everyone (Billion Bibles).

Sunni Muslims, make up about ninety percent of the

Islam world. They are known as the much more peaceful and

serene type of Muslims. Sunni’s believe in a more figurative

translation of the Quran, thus making them more liberal and

accepting than other Muslims. For example, there are over

100 verses in the Quran calling for a “holy war” or

violence; Shia Muslims take these verses as a literal call

to battle against infidels (non-Muslims), but Sunni Muslims

interpret these verses as a metaphor for the spiritual

warfare that goes on in the hearts and minds of each and

every person, they do not take it literally like most

Muslims. This is the most prevalent reason why Shia Muslims

are seen as radical and violent, and Sunni Muslims are

viewed as accepting and calm. (Islam Fast Facts)

Communicating Effectively with the Islam’s

17International Communication

In Islam, there is a saying that a woman should not

touch any man outside of her immediate family until she is

married and then she can also touch her husband, as well as

any other man. This belief is held by some Muslims and not

by others. So, in order to avoid making any woman

uncomfortable, a man should never present his hand first

when meeting a woman. Instead, a man should say “Hello” and

introduce himself with his hands folded or by his sides, and

wait for the woman to put her hand forward for a handshake.

If the woman extends her hand it means she is comfortable

with being touched and you may shake her hand. If the woman

does not extend her hand, one should not be offended as she

is only following what she believes to be right.

If you are a woman coming to the Middle East, you

should not shy away from shaking hands, but there is

something women must be careful to avoid as well: eye

contact. In the United States it is normal while having a

conversation to keep good eye contact with whomever one is

speaking to, and no one thinks anything of it. But, in

Egypt, if a woman holds eye contact with a man for more than

18International Communication

a few seconds, it is considered to be flirting. Flirting is

most likely not why a businesswoman goes to Egypt, so to

avoid this, a woman should look more at the forehead of men

when having a conversation, rather than directly into their

eyes, just to be safe and to abstain from the judgments they

may receive from others.

Handshaking is pretty normal in the business world, but

if one ever goes out of the business place with a Middle

Easterner the greeting witnessed will likely be much

different. It is pretty common in the Middle East for

friends to touch each side of their cheeks while kissing

them on the cheek or pretending to do so. This is common for

both men and women, but never should a man do so with a

woman. Do not expect to receive such a greeting the first

few times you meet someone, this greeting is reserved for

someone seen as a dear friend, or family.

Is Business Personal?

In the United States, there is a popularized slogan of

“It’s not personal, it’s just business”, meaning people

19International Communication

should not get offended in their personal lives based on

what happens in the business world. The opposite is true in

the Middle East. Business is considered highly personal,

held to a high standard, and is expected to be run with

dignity and honor. Unlike the United States where written

contracts are the cornerstones of any business deal, many

deals are done in the Middle East based on someone giving

their word.

Having a strong reputation on one’s “word” is very

important in the Middle East. This is something they hold

very near and dear to them, and they do not play any games

when it comes to trusting someone on behalf of their word.

If you ever break a promise and lose someone’s trust good

luck ever getting it back. A broken business agreement is

seen as an assault on the business and personal life of an

individual, and is taken much more seriously in the Middle

East. So, if you make a promise to a business in the Middle

East you better keep it, or you may never do business with

that group again. But, also be aware that once you are in

good standing with an individual or business in the Middle

20International Communication

East, they will go to the ends of the earth to remain in

good terms.

Work Schedule

The typical workweek in the United States is Monday-

Friday 9:00am-5:00pm. But in some countries in the Middle

East, especially Egypt, work hours are not always so

specifically defined. In all Middle Eastern countries the

workweek is from Sunday-Thursday, because Friday is the holy

day of Islam when everyone goes to their Mosque and

participates in the prayers, marking the 3rd hour everyday.

Work hours, however, may be bent occasionally. In the United

States “time is money” is the motto of big business, and

everyone is expected to be on time every time. But in the

Middle East, punctuality is not emphasized. It is expected

that someone arrive close to the agreed upon meeting time,

but it is not of utmost importance. In other words, in the

United States there is an old saying that “If you’re only

five minutes early you’re really five minutes late”, well if

this saying was made to fit the Middle East, it would be

21International Communication

more like “If you’re ten minutes late, that is close

enough.” However, grace is not extended as loosely to

foreigners who are not punctual as it is to past friends and

colleagues.

Likewise, business meetings do not follow a schedule.

It is important for Americans to be patient in Middle

Eastern business meetings because they are much different

and much longer than most American meetings. Meetings often

begin with small talk and relationship building, because

Middle Easterners are likely trying to make sure they can

trust you. Once you get past the small talk phase, do not

expect the meeting to go by rapidly. They like to

communicate and get to know others. Phone calls are made and

accepted often that have nothing to do with the meeting, and

visitors may often come in unannounced to discuss issues not

pertaining to the meeting. This is simply how business is

done in the Middle East; it is expected to be a slow, and

drawn out process to make sure that all decisions are

thought out with time. Which seems to work very well for

them.

22International Communication

What is the Norm?

There is one last thing a business person should know

when coming to conduct business in the Middle East, and it

is extremely difficult to grasp from an American Christian

perspective. The norm is this: If there is a person in need,

or possibly struggling financially, and you try to help by

offering them a job, it is viewed as a huge sign of weakness

on the part of the person who is offering help. So much so

that the “helper” will be viewed as someone naïve and

someone who can easily be taken advantage of, and someone

the person in need will continue to try to take advantage

of, even steal from.

In the United States, if someone received help from

another person he/she would likely feel indebted to the

person who helped him or her, so much so that he/she would

do whatever it takes to repay the person that helped him or

her. But, in the Middle East instead of invoking a feeling

of thankfulness, receiving help produces an urge to take

more, and to look down upon the person. None of the people

23International Communication

interviewed could explain why this was, but all five of them

said that is just the way it is. So it is very important in

the Middle East, if you are going to be successful in

business you must hire only those extremely or over

qualifies to avoid the company being viewed as weak. (Sharia

Law, 2013).

Non-verbal Communication

Nonverbal communication is widespread and essential in

international affairs. While one may not be able to fully

understand a language other than their own, using and

observing nonverbal cues can make communication more

accessible for everyone. Nonverbal communication is the

elements and behavior of speech aside from the words and the

meaning they portray. Non-verbal communication consists of

pitch, speed, tone of voice, gestures and facial

expressions, body posture, stance, and proximity to the

listener, eye movements and contact, and dress and

appearance (Non Verbal Communication, 2014). Researchers of

nonverbal communication have stated that up to half of all

communication is made by body language, movements, eye

24International Communication

contact and other forms of nonverbal communication. It has

also been found that only five percent effect is produced by

spoken word, while up to forty five percent is made by the

tone, inflexion, and other elements of voice that may not

even deal with what is being said exactly.

Within nonverbal communication, there are a few studies

that explain different types of nonverbal cues. Some of

these types of cues are kinesics, oculesics, proxemics,

chronemics, haptics and objectics. Kinesics is the study of

body movement, which entails, gestures, posture, facial

expressions, etcetera. Posture reveals relationships,

status, and emotional state, while facial expressions are

characterized by age, gender, and culture. Oculesics is the

study of eye behavior. Eye movement is influenced by age,

gender, and culture, regulates conversation, conveys

interest, and establishes credibility. Proxemics is the

study of the use of space while communicating. Within

proxemics, there are 4 ways to indicate “personal space” in

communication. The “intimate” way of communicating is zero

to eighteen inches, the “personal” way is eighteen inches to

25International Communication

four feet, the “social” way is four to twelve feet, and the

“public” way of communicating is twelve feet and beyond.

Chronemics is the study of time usage in communication such

as how we treat others, how we prioritize, and how we

regulate interactions. Haptics is the study of touch while

communicating. Lastly, objectics is the study of how objects

influence communication.

Throughout the world, each region communicates

differently from the other. There are nonverbal cues and

gestures that are used more than others, and some are

considered to be essential to the culture or completely

forbidden. There are several nonverbal cues used in various

countries throughout the world, including, the United

States, Canada, Argentina, Mexico, China, Ireland, and Japan

(Non Verbal Communication, 2014). In the US, it is

considered proper to use a firm handshake along with direct

eye contact. The use of a “thumbs up” and okay sign are

commonly used as a nonverbal cue of affirmation. While

communicating in Argentina, it is essential to stand closely

to each other.

26International Communication

In Canada, women greet each other with a firm

handshake accompanied by a slight nod. In Mexico, it is

common to greet with an “abrazo,” which is a light hug and

kiss, or pat on the back. In Argentina, putting hands on

your hips can translate into hostility, while raising a fist

in the air with your knuckles pointed outwards is an

expression of victory. Then, while greeting one another, it

is common to give a firm, right hand shake for introductions

or in business matters. For greetings toward friends, it is

common to do a right hand shake, with your left hand on the

shoulder, along with a kiss on the cheek; this greeting is

only used between individuals of the same gender. In China,

the people are known to be more reserved and expressing of

emotions is less prevalent. When meeting a high rank

official, it is good to bow your head and bend slightly at

the waist to express respect. However, shaking hands is not

used normally with an exceptional distance of social status

between the people in China.

When being served by someone, it is best to express

gratitude with a hand on the table, fingers touching and

27International Communication

palm up. This is also different between the regions of

China, as it is a very large country, and can be tweaked

slightly depending on the region you are in. Ireland has a

very distinguished and interesting form of nonverbal

communication. The people of Ireland are extremely

interested in other people and make note to get to know you

as much as possible. In Ireland, it is expected to give a

firm handshake accompanied with eye contact with everyone

around you, which is typically done at social or business

gatherings.

The Irish, as a whole, do not express much physical

contact and are uncomfortable with public displays of

affection and aggressive behavior. While being passed by an

Irishman, do not be alarmed if he wags his head “no,”

because this is way of saying “hello” in Ireland. If an

Irish person likes you, they’ll give you a gentle poke;

they, essentially, have made nonverbal cues an “art form.”

Another common nonverbal cue is the one finger wave, which

you use while greeting a passing driver on the road.

28International Communication

While greeting someone in the Japanese culture, it is

common to bow; this signifies respect. While bowing, there

are different angles, which you could use to greet different

people. For instance, the lower you bow, the higher the

person’s station is compared to your own. To give the gift

politely, you must offer it with both hands, to imply the

great importance of the gift being given.

In every culture, there are different ways of being

considered “polite” and “impolite.” A few polite and

impolite gestures stood out to me while researching the

Japanese culture. It is considered to be polite to handle

your personal things with care, and to not lightly toss an

object. Giving up your own seat for an elderly person or a

pregnant woman on a train, subway, or bus is also considered

to be polite. Unlike the US’s and Ireland’s customs, it is

considered impolite to look directly into someone else’s

eyes while talking to them, especially in most Asian

cultures. While communicating, having your hands in your

pockets and folding your arms over your chest is considered

to be impolite.

29International Communication

Having solid nonverbal communication skills is

essential is in international business affairs. There are

different nonverbal cues that can be used that will make

communicating easier and more comfortable for those who do

not fully understand a language. Using nonverbal

communication in business can include shaking hands, using

eye contact and smiling, as a form of affirmation, nodding

your head, taking the time to listen to those who are

presenting, and working with slower gestures, movements, and

ideas to make communication simpler. Using nonverbal

communication is essential in international terms, and

should be studied by all who are going into business as they

affect the rest of the potential meeting/ presentation and

other affairs granted it is the first thing that many people

recognize.

Conclusion

In conclusion, when it comes to communication, what’s

proper and correct in one culture may be ineffective or even

offensive in another. In reality, no culture is right or

wrong but diverse in its own way. In today’s international

30International Communication

business world, there is no single best approach to

communicating with one another. The key to cross-cultural

success is to develop an understanding and respect for the

differences each culture portrays.

Business is not conducted in an identical fashion from

culture to culture. Consequently, business relations are

enhanced when managerial, sales, and technical personnel are

trained to be aware of areas likely to create communication

difficulties and conflict across cultures. Similarly,

international communication is strengthened when

businesspeople can anticipate areas of commonality. Finally,

business in general is enhanced when people from different

cultures find new approaches to old problems, creating

solutions by combining cultural perspectives and learning to

see issues from the viewpoint of others.

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