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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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