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    Ali Imran
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    Global communication requires cultural sensitivity. Different cultures have diverse norms for greetings, business etiquette, and language. For example, the Japanese exchange business cards instead of verbal introductions, while some Asian and South American cultures are more high-context than North American and Western European low-context cultures. Companies must consider cultural factors like differing word meanings to avoid marketing blunders. Effective global communicators research cultural norms, understand audience differences, and adapt their communication appropriately.

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    Global communication requires cultural sensitivity. Different cultures have diverse norms for greetings, business etiquette, and language. For example, the Japanese exchange business cards instead of verbal introductions, while some Asian and South American cultures are more high-context than North American and Western European low-context cultures. Companies must consider cultural factors like differing word meanings to avoid marketing blunders. Effective global communicators research cultural norms, understand audience differences, and adapt their communication appropriately.

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    33 views17 pages

    Communication Across Cultures

    Uploaded by

    Ali Imran
    Global communication requires cultural sensitivity. Different cultures have diverse norms for greetings, business etiquette, and language. For example, the Japanese exchange business cards instead of verbal introductions, while some Asian and South American cultures are more high-context than North American and Western European low-context cultures. Companies must consider cultural factors like differing word meanings to avoid marketing blunders. Effective global communicators research cultural norms, understand audience differences, and adapt their communication appropriately.

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    of 17

    Communication Across Cultures

    Globalization and Intercultural


    Communication
    The new Global Mantra ‘Go Local’
    Cultural Sensitivity and Differences

    • Dinner diplomacy in China is more effective than


    board room meetings for securing businesses.

    • Difference in perception of drivers for passengers


    traveling in New York and Australia in taxis.
    Cultural Sensitivity and Differences
    In a conference or a meeting place in English one
    might say ‘pleased to meet you’ or ‘how do you
    do’, whereas in Japanese one says ‘Hajimemashite’
    (it is beginning).
    Cultural Sensitivity and Differences
    • Japanese executives first exchange business cards
    instead verbally introducing themselves.
    • Low context culture: North Americans and West
    Europeans.

    • High Context Culture: Some Asian, African and


    South American countries.
    Space as a cultural factor
    Some examples of cultural Diversity:
    Japan, France, Germany, Brazil, America.
    Blundering with words

    • Olympia tried to introduce a copier machine in


    Chile with the name ‘Roto’:  
    • American motor company vehicle ‘Matador’ was
    marketed in Puerto Rico which in their language
    meant ‘killer’ :  
    Blundering with words
    • Toyota’s MR2 did well in most of the country but in
    French language it meant ‘merde’ meaning human
    waste. So, it did not do well in France.

    • Ford encountered problems when it introduced a low-


    cost truck it named ‘fiera’ in Latin American countries.
    The name meant ‘ugly old woman’.
    Blundering with words
    • When ‘Nike’ company attempted to place a
    graphic of flames on its shoes, it resembled with
    Arabic word ‘Allah’.
    Lack of language
    Equivalency
    Two-word verbs

    • Put off – delay, extinguish


    • Take off – depart (airplane)
    •  Give up – surrender
    • Speed up – accelerate
    Advice from Communicators across the world
     
    • Do your research:
    • Know yourself and the company:
    • Be aware of stereotypes:
    • Adapt your English to the audience:
    • Be open to change:
    Questions
    Conclusion

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