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1. To develop an in-depth understanding of the strategic

importance of effective intercultural communications.
2. To recognize and distinguish the dissimilar forms of
communication created by language differences among
cultures.
3. To understand the value of being multilingual even though
English is the de facto language of world business.
4. To develop the ability to use written, verbal, and nonverbal
forms of communication effectively to overcome cross-
cultural differences in communication.
Learning Goals for This Chapter
Good Communication Is Crucial
in International Business
Reasons for Communication Problems
Urgent matters can interfere with communication.
Communications can come in many different forms.
Communications are affected by cultural background
and experiences.
Nonverbal communication cues are often overlooked.
Communications can rely heavily on actions and
cultural context.
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Verbal/Spoken Communication
Features of the Worlds Languages
There are thousands of distinct languages with an
even larger number of dialects.
Ten languages account for most communication on
the planet.
Some languages (e.g., English as the lingua franca of
business) have more influence and impact than
others.
The Internet has created a more graphically rich
augmented concept of language.
A countrys or regions dominant language can affect
and define its culture.
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Table 3.1 Widely Spoken and Influential Languages
Used around the World
Language
Approximate
Number of
Native Speakers
(in millions) Language
Approximate
Number of Native
and Secondary
Speakers
(in millions)
Mandarin Chinese 1,100 Mandarin Chinese 1,120
English 330 English 480
Spanish 300 Spanish 320
Hindi/Urdu 250 Russian 285
Arabic 200 French 265
Bengali 185 Hindi/Urdu 250
Portuguese 160 Arabic 221
Russian 160 Portuguese 188
Japanese 125 Bengali 185
German 100 Japanese 133
Speaking (and Not Speaking)
Other Languages
Language Challenges in Business
The choice of which second language to learn
Learning to communicate and negotiate in another
countrys language
Americans and Foreign Languages
The U.S. ethnocentric tendency to place a low
importance on the value of learning a foreign
language
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Table 3.2 Indices of Global Language Influence
Language
Number of Countries
in Which Language
Is Spoken Language
Overall Influence
of Language
English 115 English 37
French 35 French 23
Arabic 24 Spanish 20
Spanish 20 Russian 16
Russian 16 Arabic 14
German 9 Chinese 13
Mandarin 5 German 12
Portuguese 5 Japanese 10
Hindi/Urdu 2 Portuguese 10
Bengali 1 Hindi/Urdu 9
Overall influence is defined as the weighted sum of six factors (e.g., number of total speakers, economic
power of countries using the language, socioliterary prestige, etc.).
Global Impact of the English Language
Reasons for the Predominance of English in
International Business Transactions:
The size of the American economy and the global
reach of U.S. multinationals
The influence of U.S. higher education institutions
The use of English in Internet commerce
English as an easily learned language
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Communicating in Foreign Languages:
Plenty of Room for Error
Lack of foreign language skills is a disadvantage
in international business.
Common errors:
Assuming that what was intended to be
communicated is what was understood
Assuming that the ethnicity of expatriate managers
equals sensitivity to their individual ethnic cultures
Not recognizing differences in cultural interpretations
of nuances in formal, informal, and personal
communications
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Table 3.3 Language Blunders Abroad
Examples of Translation Errors
Microsoft had shocking errors in the Spanish version of its popular Word
TM

program. It likened Indians to man-eating savages and provided the
Spanish word for bastard as a substitute for people of mixed race. The
thesaurus suggested that maneater, cannibal, and barbarian were all
substitutes for the Spanish term for people of African heritage.
A foreign airline operating in Brazil advertised plush rendezvous
lounges, which in Portuguese implies a room for making love.
One German translation of the phrase Come alive with Pepsi literally
meant Come alive out of the grave with Pepsi.
A sign on the elevator in a Romanian hotel read: The lift is being fixed.
For the next two days we regret that you will be unbearable.
A sign in a Japanese hotel read: You are invited to take advantage of our
chambermaid.
A Bangkok dry cleaner tagline read: Drop your trousers here for best
results.
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Table 3.3 Language Blunders Abroad (cont.)
Examples of Failing to Appreciate Local Norms
and Cultural Values When Communicating
One U.S. firm operating in Europe handed out fake coins with $1 billion
emblazoned on them. Instead of spreading goodwill, this was largely seen
as a reflection of U.S. pomposity and superiority.
In Britain, General Mills used a breakfast cereal package that showed a
clean-cut child saying, See kids, its great! Although this was a
prototypical U.S. ad, the product received a poor reception; it failed to
appreciate that English families are less child centered than U.S. families
when making food purchases.
A foreign appliance company used an ad in Middle Eastern markets that
showed a refrigerator full of food, including a large ham.
Listerine was introduced in Thailand with an ad that showed a boy and a
girl, obviously enthralled with one another. After learning that the public
depiction of romantic relationships was objectionable, the ad was revised
to show two girls discussing bad breath and was more effective.
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Table 3.4 How to Say No in Japanese
Phrase That Really Means No
A Common but Incorrect
U.S. Interpretation
That would be very hard to do. Some adjustments are needed, but the
deal is still possible.
It is very difficult. The matter is difficult but not impossible.
I will consider it. The issue is under consideration for
future use.
We shall make efforts. Energy will be put into exploring options.
Silence or delay in response. The other party is thinking about the
topic or is offended by our message;
time is being wasted.
Ill think about it. The issue is still alive and under
consideration.
Yes, but Conditional agreement.
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Table 3.5 Differences in the Approach to Common Communication Issues
Communication
Dimension Individualistic Collectivistic
General approach Blunt, to the point, explicit, direct; not
great at picking up cues from others;
more self-focused
Subtle, point is made deftly, implicit,
indirect references; much better at
monitoring others and oneself in
relation to others
Compliments Praise is frequent; often public or in
front of others
Praise is not common, especially
among others; less personal when it
does occur
Criticism More direct criticism; directed at
individuals, occasionally with anger
but also constructive suggestions
Passive criticism (reference to third
parties), ambiguous causal
statements
Embarrassment More likely to involve out-group
members (acquaintances, friends of
friends, strangers); temporary
awkwardness
Involves in-group interactions (with
family, friends, coworkers); more
likely to feel longer-lasting shame
Apology/regret Apologies done directly but not as
intense as Japanese and with
justifications and explanations offered
for behavior
Apologies also done directly and
extensively, without offering
explanations and reasons for
actions
Forgiveness Forgiveness emphasizes personal;
sought as personal redemption
Forgiveness is more common; is
interpersonal; provided as
reintegration to social group
Written Communication
Communicating in Writing
Options for crafting the message
Hiring someone with writing expertise and knowledge of the
language to transcribe thoughts and directions
Taking the time to carefully craft the message yourself
Problems with outside assistance
High volume of communications
Expense of a trustworthy and competent translator
Additional effort to stay on top of composition process
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Written Communication (cont.)
Electronically Delivered Messages
These can create large quantities of daily
communications.
Communication method preferences are aligned with
the cultural preferences of senders and receivers.
Adoption and Use of Communication Venues
Adoption is negatively correlated with collectivism,
uncertainty avoidance, and power distance.
High-context cultures prefer rich communication methods
that incorporate background information.
Low-context cultures favor lean communications with more
formality and less background information.




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Common Problems in Intercultural E-mail
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Intercultural
E-mail Issues
Use of
jargon
Recognizing issue
importance
Understanding
urgency of requests
Constructing Written Communications
An American probably
would:
1. use English
2. keep the text short and
to the point
3. stress the use of the first
person (by using
personal pronouns)
4. avoid flowery or
exaggerated language
A Frenchman probably
would:
1. use French
2. be less concise (maybe
the letter would spill
onto a second page)
3. stress third person
4. use more formal and
polite openings and
endings
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Table 3.6 An Analysis of Letters Written to and Received
from Foreign Countries
Writing Element
Foreign Letters
Received Using a
Writing Element
(%)
U.S. Letters
Sent Using a
Writing Element
(%)
Use of personal tone (personal
pronouns, informal language, etc.)
25 37
Impersonal tone (formal, passive voice) 25 6
Exaggerated courtesy 44 19
Obvious compliments 16 6
Words omitted from sentences 38 6
Nonverbal Communication
Nonverbal Communications
Often accompany messages by going beyond what is
being said in providing interpretive information
Cultural Variations in Nonverbal Communication
Expectations of interpersonal (physical) space
Gestures that amplify or substitute for messages
Emotions expressed in facial expressions
Frequency and styles of personal touching (haptics)
Degree of direct or indirect eye contact
Vocal qualities (tone, rate, volume) of speech
Contextual influence
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Table 3.7 Comparing High- and Low-Context Cultures
Culture Context
Chinese HIGH
What is unsaid but understood carries more weight
than written and verbal comments.
Relies on trust for agreement.
Personal relations add to business.
Korean
Japanese
French
Arab
Greek
Spanish
Italian
English
U.S. LOW
Focus on specifics of what was said or written.
Handshake is insufficient.
Trust secured with legal agreement; personal relations
detract from business.
Scandinavian
German
Swiss
How to Become an Effective
Intercultural Communicator
Assume that people are different, not similar.
When experiencing a lot of conflict, look for
communication problems as the first source of the
problem.
Delay judgment; emphasize the description of events,
not evaluation or interpretation.
Practice putting yourself in other peoples shoes when
communicatingbe patient and understanding.
Treat your interpretations as temporary and subject
to further analysis
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