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Chapter 8
INTERCULTURAL
COMMUNICATION
8-1
The Communication Process
Sender
Meaning
Encoding
Medium
Feedback
Receiver
Interpretation
Decoding
8-2
Overview of Communication
Communication is the process of
transferring meanings from sender to
receiver
Examples
DO: It is appropriate to talk about History,
Architecture, or Gardening in Great Britain
DON’T: In Great Britain, do not talk about
Politics, Money, or Prices
8-3
External and Internal
Communications
External
Ex.) gov’t attempts to secure
agreements with other nations
regarding international trade
US & China
Internal
Ex.) Russian factory managers
make greater use than US
managers of direct, face-to-face
communications
8-4
Verbal Communication Styles
 Indirect and Direct
• Elaborate and Succinct
• Contextual and Personal
• Affective and Instrumental
8-5
Interpretation of
Communications
The effectiveness of communication is
determined by how closely the sender and
receiver have the same meaning for the
same message
Ex.) Using individual incentive plans in collective
cultures
8-6
Downward Flow of
Communications
The transmission of information from
manager to subordinate
CEO
V.P.
x
y
V.P.
z
x
y
z
8-7
Upward Communication
The transmission of information
from subordinates to managers
 to provide feedback, ask
questions, or obtain
assistance
from higher-level management
8-8
Communication Barriers
Language
ex.) Someone on a foreign assignment that
does not know the language that is spoken at
the headquarters of the MNC
Culture
ex.) The differences between how a native and
nonnative U.S. person write a letter
8-9
Communication Barriers
Perceptual
Using words that are misinterpreted by others
ex.) Ford released a truck called “Fiera” into
Spanish-speaking countries...it meant “ugly old
woman” in Spanish!
View of Others
ex.) Some U.S . managers view their foreign
subordinates as being less qualified than their US
peers.
8-10
The Impact of Culture
Cultural Values
ex.) People in the Middle Eastern countries do
not relate to and communicate with one another
in a loose, general way as do those in the U.S.
Misinterpretation
ex.) U.S. managers doing business in Austria
often misinterpret the fact that local business
people always address them in formal terms...Sir,
Mr., Mrs., Miss...
8-11
U.S. Proverbs Representing Cultural
Values
Proverb
Cultural Value
Time is money
Time Thriftiness
Don’t cry over spilt milk
Practicality
Waste not, want not
Frugality
Early to bed, early to rise, makesone healthy, wealthy, and wise
Diligence;
work ethic
A stitch in time saves nine
Timeliness
If at first you don’t succeed,
try, try again
Persistence;
work ethic
Take care of today, and
tomorrow will take car of itself
Preparationfor the future
8-12
Nonverbal Communication
Kinesics = Study of communication
Through body movement
and facial expression
Proxemics = Study of the way that people use physical
space to convey messages
Chronemics = Refers to the way in which time is used in
culture
Chromatics = The use of color to
communicate messages
8-13
Achieving Communication
Effectiveness
NEED TO:
Improve Feedback Systems
Provide Language Training
Provide Cultural Training
Increase Flexibility and
Co-operation
8-14