Anda di halaman 1dari 8

Cross-cultural Communication: Opportunities and Challenges

Communication is the vehicle by which meanings are conveyed, identity is composed and reinforced, and feelings are expressed. As we communicate using different cultural habits and meaning systems, both conflict and harmony are possible outcomes of any interaction. LeBaron, 2003 Understanding cultural differences is one of the most significant skills for firms to develop in order to have a competitive advantage in international business. Cultural awareness determines how organizations behave in cross-culturally reflected business markets. Cultural factors have long been known to influence the communication and success potential of competition and they also act as invisible barriers in international business communication. Culture affects many aspects of international business communication and thus, it is really crucial to understand the cultural and more importantly cultural differences prevailing across the globe. Some of the many aspects of business communication that culture has impact on are free trade policies, localization and standardization strategy decisions, advertising, brand effectiveness, business relationships, international business management, international marketing, international negotiation and consumer behaviour. Cross-cultural communication as stated by Miric in 2008 is Interpersonal interaction between members of different groups, which differ from each other in respect of knowledge shared by their members and in respect of their linguistic forms of symbolic behaviour. Cultural background influences the way a man prioritizes what is important in life, helps define his attitude toward what is appropriate in any situation and establishes the rules of behaviour. In the age of globalization, most of the international organizations have a multicultural workforce. Workforce diversity refers to the variety in race, gender, ethnic group, age, personality, cognitive style, tenure, organizational function, educational background and much more. The challenges that one has to face when it comes to cross-cultural communication is that everyone is from different back grounds; the way you communicate your words and gestures has a significant meaning to you, but may be interpreted differently by someone from another culture. Some of the challenges and opportunities that one might come across in cross-cultural communication are: Language differences High context vs. low context Social differences Monochromic vs. polychromic Individualism vs. collectivism Non-verbal differences

Now, let us study in detail about some of these differences and how they affect the communication taking place across the globe, among the people from different cultures. Later in this study, we shall focus on countries like USA, Italy, Saudi Arabia, Japan and India and their specific communication styles and traditions.

Language Differences The languages spoken in all the countries under study vary to a great extent in terms of their entire structure, their grammar, sounds and symbols and semantics. Accent, phrasing and word usage are entirely different as well among these countries. 80% of the population of United States speaks English and claims it to be their mother tongue. This variant of English spoken in United States is called American English which differs from Britain English in some manners. People in Italy speak Italian language while Saudi Arabia has Arabic as its first language. Japan has got Japanese while Hindi is the national language for India. These all languages have huge differences in terms of their semantics and syntax. English and Italian are written in similar fashion whereas Arabic, Hindi, and Japanese are altogether written as well as spoken. For example, Lets go to sleep in English is written as Andiamo a dormire in Italian language. It becomes really crucial to learn the language of the country where one wishes to go either for personal or business purposes. Although English is being spoken by increasing number of people across the globe, the importance of ones own language in ones country remains the same. If a person can communicate in the local language of a particular country where he is, it proves definitely beneficial to him. People trust you more when you communicate to them in their language and are likely to open up more as well. At the same time, it is not feasible to learn so many languages proficiently. Thus, a basic knowledge of such languages is of utmost importance in order to be successful in businesses. High context v. Low context

High Context

Low Context

High context and Low context communication refers to the degree to which speakers rely on factors other than explicit speech to convey their message. -Hall, 1971 In high context culture, verbal messages have little meaning without the surrounding context while in low context cultures, the message itself means everything. High context cultures include covert and internalized messages. They make extensive use of non verbal codes and have strong interpersonal bonds. Low context cultures on the other hand include overt and plainly coded messages. They have details verbalised and weak interpersonal bonds.

From the figure given above, we can conclude that Japan and Saudi Arabia are high context cultures whereas USA and Italy are more of low context cultures. People in USA and Italy believe in straight forward communication which is precise and to the point. They do not need of much non verbal components in order to convey their messages clearly to their audience. The situation is nearly opposite in countries like Saudi Arabia and Japan where cultures are high context and non verbal communication is considered equally important. It becomes important to take note of these differences when one country is involved in business with other country, especially when one is high context and other is low context. Poor knowledge of these cultural differences may lead to communication mishap. Social Differences Different countries have different social cultures and characteristics. We witness many social differences based on caste, religion, gender and social status (rich & poor) even within a country. Most people in USA follow Christianity while those in Saudi Arabia follow Islam and those in India follow Hinduism. All these religions are entirely different from each other in terms of their customs, traditions etc. Another major social difference is based on gender. In USA and Italy men and women are treated almost equally whereas in Saudi Arabia, its compulsory for women to wear burkha before stepping out of their home. In such situations, if a lady from USA goes to Saudi Arabia for business purpose and fails to wear a burkha, it may be considered as showing disrespect to their culture. Another example of such social difference is tipping. In USA tipping is prevalent almost everywhere, whereas in Japan tipping is considered rude. Monochromic vs. Polychromic Monochromic people do one thing at a time, concentrate on the job, take time commitments seriously, show respect for private property; rarely borrow or lend, and are accustomed to short term relationships. Polychromic people, on the other hand, do many things at once, are highly distractible, consider time commitments casually, are committed to people, borrow and lend things often and tend to build lifetime relationships. India and Saudi Arabia are polychromic cultures while USA is a monochromic culture. Interactions between the two types can be problematic. Polychromic businessmen cannot understand why tasks are isolated from the organisation as a whole and measured by output in time instead of part of the overall organisational goal whereas on the other hand, Monochromic businessmen cannot understand why the person they are meeting is always interrupted by phone calls and people stopping by.

Now let us focus on some of the countries like India, USA, Japan, Italy and Saudi Arabia and try to understand the kind of communication taking place there and challenges and opportunities of the same. USA Greetings in USA are in terms of handshakes and exchange of one or two sentences like How are you doing? and Good or Fine. When a man greets another man, it is generally a firm handshake or if they are friends or family giving light hugs is common. Also they do maintain direct eye contact while greeting. On the other hand, when women meet, they greet each other with light handshakes or hugs if they are family or friends. A man greets a woman with light handshake or light hug if they are familiar. Americans are usually polite and friendly and they tend to speak in a direct informal manner (Low context). Unless and until there is a strong relationship in place, one should avoid speaking about sensitive topics like politics, religion, homosexuality, racism, abortion, criticism of the government and so on. It is considered rude and even more uncomfortable to discuss about how much money one makes or how much one paid for things like car, houses etc. in American culture. When it comes to compliments, Americans are very much generous and use of words like awesome and great is entirely natural in USA. Americans tend to be more comfortable with 2-3 feet of personal space during conversations. Direct eye contact during conversation is valued and viewed as sign of respect and interest in what the person speaking is saying. Staring is considered rude and should be avoided especially in the larger cities. Americans value punctuality and expect things to be on time especially appointments, services and deliveries. They value equality and work opportunities for women are varied and available, although earnings may still be lower. The OK and thumbs up signs mean good or acceptable and are commonly used throughout the country whereas whistling at performance event is a sign of appreciation. The drinking age is 21 and the smoking age is 18 in most states. Appropriate business attire usually depends on region and industry. Dress in the major cities is more formal than in rural areas. People in upper management tend to dress formally at all times. Most Americans will want to interact on a first name basis as quickly as possible. So it's best to begin addressing people using, Mr. Mrs. or Miss, and wait for them to invite you to call them by their first name. Final decisions are usually made from the top down although group consensus is valued. For most Americans, the business deal or contract is more important than the personal relationship. It is not common to bring gifts to an initial business meeting, although they will be welcome. Anything expensive should be avoided as it may be seen as a potential bribe. JAPAN Japanese men and women both bow to one another when greeting and departing. While the depth and length of the bow fluctuates depending on seniority and status. For foreigners a bow will suffice and is sometimes accompanied by a light handshake. An indirect style of communication is preferred over a direct style. Its best to imply what you are saying then actually saying it (High context). The Japanese prefer standing at arms lengths from one another. When it comes to public places like the subway, a market, etc. personal space can be limited and pushing up against one another is quite common. There is almost no touching between men and men, women and women, and men and women while conversing. Japanese favour indirect eye contact over direct. They may view direct eye contact as intimidating and threatening. So usually they use indirect eye contact when speaking with their elders or superiors as a sign of respect and deference. Japanese place a great deal of emphasis

on adhering to schedules and deadlines. Talking of gender differences, although women hold jobs in a variety of professions, they are still usually expected to do the housework and take care of the kids when they return home. Most women are expected to stop working once they are married or have kids. In Japanese culture, waving ones hand back and forth in front of face means I don't know or no. One should take shoes off when entering a Japanese home, many restaurants, and most hotel rooms. Also putting ones feet on the furniture is considered extremely rude. One should avoid eating and drinking while walking in public and avoid sneezing, spitting, and burping as well. The legal drinking age and smoking age is 20 in Japan and is not heavily enforced. Dress is quite formal for both men and women and jeans and less casual attire are not recommended. Titles are very important and it is best to address people directly by using their professional title or Mr., Mrs., or Miss, followed by the surname. Japanese names begin with a family name followed by a given name. Also it is advisable to have one side of your business card translated into Japanese. Hierarchy is very important in Japanese culture, so it is always best to defer to the most senior person in the room when it comes to beginning and guiding conversations. Japanese value relationship building and harmony so hard selling, pressure tactics and any sort of conflict or confrontation should be avoided. Gifts are not usually exchanged at a first business meeting. On the other hand, if invited to a Japanese house, it is appropriate to bring flowers (avoid white), cakes, chocolates, or expensive fruit like melons. ITALY Men and women both usually shake hands when greeting one another while maintaining direct eye contact. Good friends and family will engage in a light hug or in certain regions, they may even exchange a kiss on each cheek. The number of kisses may vary depending on the region you are in. It often becomes difficult for foreigners to determine which side to kiss first, in which case, following the Italian persons lead is the best option. Italians tend to be direct but in a diplomatic way. They will tell you the truth but often in a polite manner. Communication in Italy tends to be more on the formal side when in public and much less so in private. Italians are also known for being very animated and dramatic (sometimes overly) during conversations. Large displays of emotion are very common and acceptable in public situations. Many a times, it may appear that people are arguing when in fact they are just having a conversation. An arm's length distance or a bit less is usually an appropriate amount of personal space during conversations in Italy. This space becomes considerably less between friends and family. Italians tend to touch quite a bit during conversations. This is more common with good friends and family than in business or formal situations. It is common to see people hug in public; couples kiss in public, women interlock arms with men while walking in the street, etc. thus, in Italy, public physical contact is considered normal within certain limits. Direct eye contact tends to be the norm and is expected and appreciated. The view of time, in Italy, tends to be somewhat flexible. In social situations it is common to show up late but being on time for business situations is expected. Women are socially and legally equal to men. But there is still discrimination and older generations tend to view women as the housewife and homemaker. Women also hold a variety of positions of power in several industries, although salaries tend to be lower. Italians talk with their hands quite a bit. In most conversations, hands are waving around giving emphasis to what is being said. The legal purchasing age for alcohol is 16 and is somewhat enforced while there is no legal drinking age in Italy. Ones manner of dress is a reflection of ones public image, and hence brand names and sense of style are all important ways to judge someone in Italy. Titles are important and it is best to address people directly by using Mr., Mrs., or

Miss, followed by the surname. Signore is for Mr., "Signora " is Mrs. and "Signorina" is Miss. People with university degrees are usually addressed as Dottore or Dottoressa followed by the family name. It is important to be on time to meetings, perhaps five minutes late will be accepted but not ten. If you are the younger or more junior party involved, it is especially important to be on time as a sign of respect. Also, it is best to be straight forward and direct when negotiating. Gifts are generally not given in business settings, unless perhaps there is a very important delegation that visits. If invited over for dinner, one should always bring a gift, either a bottle of high quality wine/liquor or nicely wrapped chocolates/sweets. SAUDI ARABIA Men and women greet one another with a warm handshake (right hand only) using, embrace and possibly one to three kisses on alternating cheeks depending on the level of familiarity. For foreigners it is best to start with the handshake and follow the lead of your Saudi counterpart if kisses are offered. Handshakes often linger a bit and may continue while walking. In certain regions of the country, kissing the shoulder of a superior/elder is customary. This is also customary when meeting members of the Royal family. If greeting an older family member (father, grandfather, etc.) one might kiss their forehead to show respect. There is little to no touching between men and women during greetings in public, unless related by birth or marriage, and even then it tends to be minimal. Saudis tend to favour a more indirect communication style. When people are asking for a favour or in need of something, they tend to be indirect. Whereas, if one making a statement, they are more likely to be more direct. In Saudi Arabia, it is always important to take time to include pleasantries; asking about a persons family, health, etc., before getting to reason or motive behind the conversation. Familial and business hierarchy plays a big role in communication and its always best to defer to the oldest and most senior member of a group. Saudis tend to feel comfortable standing a little less than an arms length apart from one another. This space is much, much greater between men and women. There is a decent amount of touching between members of the same gender during conversations. There is no touching between men and women in public places. Direct eye contact is acceptable between men and between women. Indirect eye contact can often be mistaken for ignoring. Whereas between genders, indirect to no eye contact is the best. Time is very fluid in Saudi Arabia. Promptness is not adhered to for the most part of country. Personal contact supersedes time and efficiency. The concept of inshallah, which in Arabic means God willing, is used quite a bit when talking about being on time or meeting a deadline. For example, for a question like when can I expect that report?, often the answer is, Maybe tomorrow, inshallah. While many Saudi women hold jobs yet segregation is the norm, i.e. female doctors see only female patients. This is true when it comes to educational, medical, religious and other service institutions. Women are not allowed to drive or ride bicycles on public roads. Western business women tend to be accepted in Saudi Arabia but with a great deal of reservation. It's best to avoid direct eye contact with men. Even a simple smile can be severely misinterpreted. Women are expected to be very feminine, and obey male authority in Saudi Arabia. They are expected to grow up, and become wives/mothers. Also, it is unacceptable in most social circles for women to voice their opinions about many things or question their male guardians authority. These roles are generally expected of foreign women as well. Showing the bottom of the shoe or sandal is very inconsiderate in Saudi Arabia. Also one should avoid crossing the legs at the knee while seated. It is customary to remove shoes before entering a carpeted room in Saudi Arabia. This is often the case in business situations as well. When in doubt, one should follow a Saudi counterpart's lead. Disrespecting ones family

name or tribe is the ultimate form of rudeness in the country. Alcohol is strictly prohibited in Saudi Arabia and drinking is illegal for all ages. According to Saudi law, when in public all women must wear a long cloak called an abayya which covers all clothing. In addition they must wear a head scarf which covers the hair completely. Foreign women are expected to obey this law as well. It is a good idea to have one side of your business card translated into Arabic while doing business with Saudis. Meetings do not tend to follow set schedules in Saudi Arabia. Frequent interruptions and cancellations are common. It's best to just go with the flow. One should always remain calm during negotiations. Saudis do not tend to be very expressive in public. Bargaining is a national sport of sorts and an integral part of the Saudi culture. Gifts are not usually given at initial business meetings. It is best to avoid giving gifts until a very strong bond has been established. INDIA Men and women greet each other with light handshakes after the initial "Namaste". Sometimes the Namaste alone suffice. In formal and business situations it is usually best to let the women initiate contact, if at all. Many Indian women will avoid contact with men in public situations. The "Namaste" is the most common form of greeting. When greeting an elder, there is also a touching of the feet of the elder, with the right hand, then touching your chest. Foreigners are not expected to do this, but should when meeting those of extremely high status like a religious leader or guru. Hugs and kisses as a form of greetings that should be avoided. When communicating its often the case that Indians will tell you what you want to hear in order to be polite. Its best to be patient and see what actions follow the communication. Indians tend to favour an indirect style of communication over direct. The comfortable amount of personal space during conversations in India varies with different sub-cultures. In general Hindus tend to stand about 3 or 3 feet apart. If doing business, its not uncommon to keep eye contact, but it may seem odd to hold it intently for a while. Time is viewed as eternal in India. Indians usually have a chalta hain or a relaxed attitude. It is not usually considered rude to be late in social situations. Depending on the area, womens rights are either established, dawning, or basically non-existent in India. Traditional Indian women do not drink or smoke. It is common to remove one's shoes at places of worship, when visiting people's homes, and even in certain shops and businesses. A good rule to follow is if you see shoes arranged near the door, take yours off as well. Lewd behaviour and even simple PDA (public displays of affection) are highly frowned upon. The drinking age ranges from 18-25 depending on which area of the country you are in and the legal smoking age is 18. Dress is quite conservative for both men and women in India. Jeans and business casual attire are not recommended for a first meeting. Titles are very important and it is best to address people directly by using their professional title or Mr., Mrs., or Miss, followed by the surname. It's best to wait to be invited before using someone's first name. One should arrive at meetings on time even though one may be kept waiting. Meetings usually begin with a fair amount of small-talk and many times no business is discussed in the initial meeting. Indians are non-confrontational and value relationship building and harmony so hard selling, pressure tactics and any sort of conflict or confrontation should be avoided. Decisions can take time and are usually made by the most senior person in India. It is not a good practice to disagree publicly with members of your negotiating team, maintaining harmony at all costs is extremely important. It is not necessary to bring a gift to a first meeting in India, although it will be accepted graciously.

REFERENCES http://www.oamk.fi/docs/hakijalle/2013/liiketalous_tian.pdf http://www.studymode.com/essays/Challenges-In-Cross-Cultural-Communication-And-How701423.html http://en.wikipedia.org/wiki/Languages_of_Saudi_Arabia#Languages http://thearticulateceo.typepad.com/my-blog/2011/09/cultural-differences-individualism-versuscollectivism.html http://www.culturecrossing.net

Anda mungkin juga menyukai