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Communicating Across Borders Jay Jacobson Celemi, Inc. What went wrong in cross border translation? Examine the following advertising messages or brands: • “it’s finger lickin’ good” (KFC) • Chevy Nova • “Come Alive with Pepsi” • Rendezvous Lounge (Major Airlines) How we can improve our cross border communication • Awareness counts! Estimated 50% • Verbal techniques • Written techniques Underlying influencers of cross border communication and workplace behavior • Power distance • Uncertainty avoidance • Performance orientation • Workplace assertiveness • Emotional orientation • Communication context Power distance Acceptance of unequal power in the workplace: Malaysia Israel Austria Philippines Mexico Power distance Acceptance of unequal power in the workplace: Low High Israel Malaysia Austria Philippines Mexico Uncertainty avoidance Desire for stability and less tolerant of ambiguity: Greece United States Japan Portugal Australia Denmark Uncertainty avoidance Desire for stability and less tolerant of ambiguity: Low High Greece United States Japan Australia Portugal Denmark Performance orientation Striving for process or continual personal improvement: Russia Italy New Zealand Hong Kong Argentina Performance orientation Striving for process or continual personal improvement: Low High Russia New Zealand Italy Hong Kong Argentina Workplace assertiveness Comfort with confrontation, competitiveness, and disagreement: Spain Germany Japan Sweden Kuwait Workplace assertiveness Comfort with confrontation, competitiveness, and disagreement: Low High Japan Spain Sweden Germany Kuwait Emotional orientation The tendency to express emotions in a business relationship or situation: Japan Mexico Italy China England Emotional orientation The tendency to express emotions in a business relationship or situation: Low High Japan Mexico England Italy China Communication context The degree to which one uses explicit communication: Switzerland Middle East Germany Latin America Communication context The degree to which one uses explicit communication: Low High Middle East Switzerland Latin America Germany Tips for written communication • • • • • • • Avoid compound sentences Not too casual Use international clock time Keep paragraphs short-give the reader a break It’s fine to begin with “hello” in the receiver’s language When possible, spell the way the receiver does (Centre) Conclude with something neutral: “Kind Regards”, or “Best Regards” • Avoid slang • Use the “cc” function only when required on emails, but do not forget to be inclusive Tips for face-to-face communication • Kinesics behavior and Oculesics (body and eye movement) • Research indicates most can recognize common emotions • Proxemics • Paralanguage (rate and volume)-slow down! • Silence is fine ( 30 versus 15 seconds) • Watch humor in early stages • Use playback techniques • No sports analogies • Memorialize all meetings or material discussions • Avoid double and negative questions • No complex sentences https://youtu.be/xlIrI80og8c 20
