Universitatea de Vest din Timisoara

Facultatea de Economie si de Administrare a Afacerilor

Intercultural
Business Communication

Students:
Neiconi Magdalena Adelina
Pop Paula Ioana
Popa Emilia Camelia
An II, seria 10, grupa 3

-2010-

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 Introduction
Intercultural communication is of importance to international businesses as it examines
how people from different cultures, beliefs and religions come together to work and
communicate with each other.

Demands for intercultural communication skills are increasing as more and more
businesses go global or international. They realize that there are barriers and limitations when
entering a foreign territory. Without the help of intercultural communication they can
unknowingly cause confusion and misunderstandings. For these intercultural businesses to
breach the cultural barriers encountered when stepping into foreign grounds it is vital for them to
fully understand the cultural differences that exist so as to prevent damaging business relations
due to intercultural communication gaps.

There are many theories that set principles to help interpret the basis of intercultural
communication. These theories help to iron out possible ripples of misunderstanding by giving a
basic guideline on how to address situations. These guidelines help prevent clashes between
different cultures groups caused by misperceptions.

The basic skills of intercultural communication are fundamentally general

communication skills that can be used universally by all cultures and races. These skills are
simply tweaked in a direction that takes the cultural limitation into consideration. An example of
such communication skills in the intercultural environment is to listen without judging, repeat
what you understand, confirm meanings, give suggestions and acknowledge a mutual
understanding.

In a nutshell the main purpose of following such theories is to earn respect from others.
Respect in all cultures in the world is a common language and by earning it through respecting
other peoples culture and religion; the favor is returned.

The need for effective multicultural communication is becoming more prevalent in the
world as countries do more business globally and borders disappear. To be effective in
multicultural communication we must anticipate audience expectations, which can be known
only through the study of the culture. While establishing relationships with people is the most
effective way to accomplish this task, people often do not have this opportunity. When
communicating with someone from a different culture, we must know some basic concepts.

What is intercultural communication?

Intercultural communication in its most basic form refers to an academic field of study
and research. Its seeks to understand how people from different countries and cultures behave,
communicate and perceive the world around them. The findings of such academic research are
then applied to 'real life' situations such as how to create cultural synergy between people from
different cultures within a business or how psychologists understand their patients.

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 The definition of intercultural communication must also include strands of the field that
contribute to it such as anthropology, cultural studies, psychology and communication.

There are many researchers and academics of note within the intercultural field, who
naturally all have different definitions of 'intercultual communication'. For example Karlfried
Knapp defines it as "'Intercultural communication,' can...be defined as the interpersonal
interaction between members of different groups, which differ from each other in respect of the
knowledge shared by their members and in respect of their linguistic forms of symbolic
behaviour." For those wanting to dig a bit deeper it may be a good idea to look into the works of
Edward T. Hall, Geert Hofstede, Harry C. Triandis, Fons Trompenaars, Clifford Geertz and
Shalom Schwartz.

The theories developed by the researchers and academics can and have been applied to
many fields such as business, management, marketing, advertising and website design. As
business becomes more and more international, many companies need to know how best to
structure their companies manage staff and communicate with customers. Intercultural
communication gives them an insight into the areas they need to address or understand.
Intercultural communication theories are now also used within the education, health care and
other public services due to growing multicultural populations.

What Is Successful Intercultural Business Communication?

Intercultural communication occurs when people of diverse ethnic backgrounds discuss

ideas and tasks in a language other than their native tongue. With the explosion of global
business, productive intercultural communication has become more important. Successful
intercultural communication is effective, frequent, and simple while also respecting the cultural
viewpoints of all participants.

Keep It Simple

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 Successful intercultural communication avoids translation errors by using simple
language and repeating important points in different ways. Avoid long, complex sentences and
jargon for optimal communication. In written communications, bullet point lists are helpful in
identifying key information without the distraction of a long sentence. Verbal presentations
should be given at a slower pace with special attention to enunciation as well as stopping to
verify everyone understands what was said. Visual aids should be used whenever possible to
highlight key points in writing.

Power of Hierarchy
Many cultures are much more authoritarian when compared to the US and hierarchy is
important. Outside of the US, respect and compliance are often granted based on job title and
rank, making it inappropriate for a secretary or junior staff member to make requests of an
executive. Americans tend to equalize and minimize title, whereas other cultures tend to stratify
and use titles to emphasize rank and status. Successful intercultural communication compensates
for these power differences by funneling directions and requests through equally ranked staff.

Cultural Knowledge
Understanding cultural history and etiquette are keystones of successful intercultural
communication. Knowing how to properly present a business card and who receives one first can
set the stage for a productive business interaction. Successful intercultural communication
requires basic understanding of cultural mores and adapting business communication style to
them as much as possible. Study the culture of business associates and know what is considered
rude to avoid unintentional gaffes. For example, in Thailand it is an insult to show someone the
sole of your shoe.

Language
Learning a few key phrases such as greetings and expressions of gratitude can greatly
improve intercultural communication. Making the effort to greet someone in their own language
shows respectful interest in their culture and creates a receptive audience. Cultural respect is
often reciprocated and is vital to building positive working relationships that result in successful
intercultural communication. Translators can also be invaluable in smoothing over
misunderstandings that invariably arise from intercultural communication.

Follow Up
Culture doesn't just result in distinct languages and food traditions; it also affects conflict
resolution, sense of efficiency and problem solving. Close follow up on action items and projects
will be required to compensate for cultural differences in business process. It is possible to
receive an affirmative response to a request only to find out later the action was never carried
through. Successful intercultural communication entails building in more frequent checkpoints
into projects with constant communication and verification of agenda items.

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Agreement and Disagreement
American: “Yes” means yes, and “No” means no.
Japanese: Yes “Hai” means….
1. Yes, I hear you, I agree, and I will do.
2. Yes I hear you, I agree, but I will not do.
3. Yes I hear you, but I do not agree.
4. Yes I am listening, but I do not understand.
Brazilian: An open “no” is considered extremely hostile and rude
A polite way to disagree would be “I’m not sure” or “It
might be difficult.”
French: “Ce n’est pas possible” “It’s not possible”,
… when in fact it very well could be possible but requires
some negotiation between the two speakers.

The spoken Word

British and American communication styles are described as 'explicit', meaning messages
are conveyed solely through words. Correlating background information is deemed necessary
and divulged, ambiguity is avoided and spoken words have literal meaning. In many other
cultures, communication is 'implicit'. The message listeners are likely to interpret is based on
factors such as who is speaking, the context and non-verbal cues. Spoken words do not fully
convey the whole story as listeners are expected to read between the lines.

Email and Intercultural Communication

The modern business world demands that people from all corners
of the earth communicate with one another. A manager in the USA may
have staff in Germany, India and China; the importer in France may have
associates in Turkey, Italy and Japan. More and more people are now
communicating across intercultural lines.

As anyone who works internationally can tell you, intercultural communication is not
always a smooth ride. Intercultural communication in this context refers to people, primarily but
not exclusively from the business world, working with others from different nationalities,
religions, faiths and cultures. When different cultures come together in a business setting their
differences can often cause confusion, misunderstandings, mistakes and the like. These
intercultural differences can be anything from contrasting approaches to communication,
etiquette, meeting styles or body language.

One area of intercultural communication that is common to most people working

internationally is that of the email. The internet allows us to send documents, requests and
information to colleagues, customers and clients across the globe. However, despite the
unquestionable benefits communicating by email gives us there is a down side, especially in the
context of intercultural business communication.

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 When looking at the intercultural issues of email we need to look at it from two angles: 1)
the issue of language and 2) the issue of culture.

Language

English is without doubt the lingua franca of the modern business world. Whether we are
in Berlin or Bangkok most business emails will be in English. Although most people accept it as
the international language, most do not have native language speaker proficiency. This creates
communication problems and misunderstandings.

Those that have English as a second language will of course have a tendency to misspell
words, invent new words, use poor grammar and generally not make themselves clear. Reading
such an email can be a struggle and if one word is out of place the whole meaning can be
misunderstood.

It is important for those communicating across cultures to bear in mind that this is to be
expected. The best way to approach such emails is to look beyond the form to the intent. If that is
not possible then a simple email should be sent back asking for clarification on points or even
sending back closed-ended questions which can only have a 'yes' or 'no' answer.

Culture

Intercultural communication can be tricky in a face-to-face environment. However,

instinctively people muddle through situations by reacting to body language, gestures, facial
expressions, etc. With email communication people do not have this luxury. As a result emails
have lots of potential to get lost in translation across cultural lines.
The actual format of an email may differ across cultures. In some formal cultures it is expected
that one starts by addressing someone with their name (and possibly surname) followed by their
email. Others may not really care and will jump straight to the email content. Either way, one
person may find the email too formal while the other sees it as too informal or even blunt.

The contents of an email are also culturally dependent. Some cultures may accept the use
of slang, idioms, puns, joke-phrases or swear words in an email, while in others it is a real no-no.
Some may deem it acceptable to reply to a question with a simple "no" or "yes" while others
would expect a more detailed response.

The meaning of an email will also be impacted by culture. What a sentence means in
Dublin may not mean the same thing in Delhi. If emailing a culture that is indirect in its
communication style (such as India or Japan) it is possible to get replies to requests that say
neither 'yes' nor 'no'. If one does not appreciate the fact that the writer is actually hiding their true
sentiments between the lines there may be come confusion.

As a conclusion, email is becoming more and more prevalent as a way of communicating

in business. However, as we have seen, when this takes place within an intercultural context
there is a lot of room for misunderstanding both from a linguistic and cultural point of view.
Individuals should take the necessary steps to investigate these areas and to always keep an open
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mind so as to minimise the chances of intercultural mis-communication. Companies with large
numbers of international staff should seek to implement codes of conduct around emails as well
as investing in intercultural training for their staff.

Nonverbal Language
Nonverbal communication is hugely important in any interaction with others; its
importance is multiplied across cultures. This is because we tend to look for nonverbal cues
when verbal messages are unclear or ambiguous, as they are more likely to be across cultures
(especially when different languages are being used). Since nonverbal behavior arises from our
cultural common sense -- our ideas about what is appropriate, normal, and effective as
communication in relationships -- we use different systems of understanding gestures, posture,
silence, spacial relations, emotional expression, touch, physical appearance, and other nonverbal
cues. Cultures also attribute different degrees of importance to verbal and nonverbal behavior.

It is very important to study nonverbal language before speaking with people from a
different culture. More expressive cultures tend to have more direct, intense eye contact than
reserved cultures. Even to walk side by side talking and walking at the same time would be
“impersonal and cold ”. In East and Southwest Asia, however, people feel uncomfortable with
too much eye contact. Gesteland explains, “Latins seem to wear their hearts on their sleeves.
They trust people who show their feelings openly and distrust those who mask their emotions.
In contrast, the taciturn Japanese and Germans may regard such displays as childish and
immature”. People in North America maintain moderate eye contact; however, most North
Americans would not be comfortable with a person who would not look them in the eye. They
would see this as a sign of dishonesty.
In addition, raised eyebrows communicate different messages. To North Americans, it
signals interest or surprise; the British are showing skepticism with the raised eyebrow; the
Germans are acknowledging a clever comment; and it is a greeting with the Filipinos. While
these responses would be harmless, it is important to note that this same gesture of raised
eyebrows means “No!” to an Arab, and it signals disagreement with the Chinese.

Some elements of nonverbal communication are consistent across cultures. For example,
research has shown that the emotions of enjoyment, anger, fear, sadness, disgust, and surprise are
expressed in similar ways by people around the world. Differences surface with respect to which
emotions are acceptable to display in various cultural settings, and by whom. For instance, it may
be more social acceptable in some settings in the United States for women to show fear, but not
anger, and for men to display anger, but not fear. At the same time, interpretation of facial
expressions across cultures is difficult. In China and Japan, for example, a facial expression that
would be recognized around the world as conveying happiness may actually express anger or
mask sadness, both of which are unacceptable to show overtly.

These differences of interpretation may lead to conflict, or escalate existing conflict.

Suppose a Japanese person is explaining her absence from negotiations due to a death in her
family. She may do so with a smile, based on her cultural belief that it is not appropriate to inflict
the pain of grief on others. For a Westerner who understands smiles to mean friendliness and
happiness, this smile may seem incongruous and even cold, under the circumstances. Even
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though some facial expressions may be similar across cultures, their interpretations remain
culture-specific. It is important to understand something about cultural starting-points and values
in order to interpret emotions expressed in cross-cultural interactions.

Another variable across cultures has to do with proxemics, or ways of relating to space.
Crossing cultures, we encounter very different ideas about polite space for conversations and
negotiations. North Americans tend to prefer a large amount of space, perhaps because they are
surrounded by it in their homes and countryside. Europeans tend to stand more closely with each
other when talking, and are accustomed to smaller personal spaces.

Reserved or Expressive

Many cultures are quiet and reserved. People from these cultures do not make lots of
noise in public, nor do they use many hand gestures when speaking. Others wave their arms.

Author Richard Gesteland tells of holding interviews with Thaimen and women in an
attempt to set up a business office in Thailand for a U.S. company. He observed that the
interviews with the men were going fine, but the women were not responding to him well at all.
He asked for help from the human resources consultant, who “began talking around the issue
politely.” The advisor let Gesteland know that he was talking too loudly, using too many
animated facial expressions and hand gestures. Thai women would interpret a loud voice as
anger, and too many facial or hand gestures might be a signal that someone wasn’t quite right in
the head.

Intercultural Communication Tips

Working across cultures is a new experience for many people. Intercultural
communication can be a dynamic and creative affair but occasionally due to the inability to
interpret people correctly it can be a challenge. Building an understanding of other people's
cultures, their communication styles and behaviors can go a long way in improving relationships
and being more successful in an intercultural environment.

Even without trawling through lots of books, articles or even taking part in an
intercultural communication workshop it is possible to implement some basic principles to help
improve one's intercultural communication skills. The following intercultural communication
tips are provided to help people working in international and multicultural environments get
some basic insight into dealing more effectively with people and not letting culture become an
issue.

1. Be Patient: Working in an intercultural environment can be a frustrating affair. Things

may not get done when expected, communication can be tiresome and behavior may be
inappropriate. Patience with yourself and others helps move beyond such issues and address how
to avoid similar incidents in the future.
2. Establish Rules: Sometimes if working in a truly intercultural team it may be

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necessary for all to take a step back and set down some ground rules. i.e. how do we approach
punctuality, meetings, communication, emails, disagreements, etc? It is always a good idea to try
and develop the rules as a group rather than have them imposed.
3. Ask Questions: When you don't understand something or want to know why someone
has behaved in a certain way, simply ask. Asking questions stops you making assumptions,
shows the questioned you did not understand them and helps build up your bank of intercultural
knowledge.
4. Respect: The foundation of all intercultural communication is respect. By
demonstrating respect you earn respect and help create more open and fruitful relationships.
5. The Written Word: Sometimes people who do not have English as their mother
tongue will read more proficiently than they speak. It is a good idea to always write things down
as a back up.
6. Time: Not everyone in the world thinks "time is money". Understand that for many
people work is low down on the priority list with things like family taking a much higher
precedence. Do not expect people to sacrifice their own time to meet deadlines. It is good
practice to always leave a bit of spare time when considering deadlines.
7. Humour: In an intercultural environment one man's joke is another's insult. Be wary
of differences in the sense of humour and also the acceptability of banter and the like in a
business environment.
8. Always Check: The easiest way of minimizing the negative impact of intercultural
communication is to check and double check. Whether agreeing something or giving
instructions, a minute spent double checking all parties are 'reading from the same sheet' saves
hours of work later on down the line.
9. Be Positive: When faced with incidents of an intercultural nature steer clear of blame
and conflict. Stay positive, analyse the problem areas and work as a team to build strategies and
solutions to ensure the same never occurs again.
10. Self-Reflect: A good intercultural communicator not only looks outwards but also
inwards. Take time to reflect on your own communication, management or motivation style and
see where you can improve as an individual.

Research into the area of intercultural communication and working in a multicultural

environment continues to show that the culturally diverse team is usually the most inventive and
vibrant. However, unless businesses and individuals start to address the area of intercultural
communication as a serious business issue, this potential will not be realized.

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 Ten Tips for Cross Cultural Communication
Here are some simple tips to help you improve your cross cultural communication skills:

Slow Down: Even when English is the common language in a cross cultural situation,
this does not mean you should speak at normal speed. Slow down, speak clearly and ensure your
pronunciation is intelligible.

Separate Questions: Try not to ask double questions such as, "Do you want to carry on
or shall we stop here?" In a cross cultural situation only the first or second question may have
been comprehended. Let your listener answer one question at a time.

Avoid Negative Questions: Many cross cultural communication misunderstandings have

been caused by the use of negative questions and answers. In English we answer 'yes' if the
answer is affirmative and 'no' if it is negative. In other cultures a 'yes' or 'no' may only be
indicating whether the questioner is right or wrong. For example, the response to "Are you not
coming?" may be 'yes', meaning 'Yes, I am not coming.'

Take Turns: Cross cultural communication is enhanced through taking turns to talk,
making a point and then listening to the response.

Write it Down: If you are unsure whether something has been understood write it down
and check. This can be useful when using large figures. For example, a billion in the USA is
1,000,000,000 while in the UK it is 1,000,000,000,000.

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 Be Supportive: Effective cross cultural communication is in essence about being
comfortable. Giving encouragement to those with weak English gives them confidence, support
and a trust in you.

Check Meanings: When communicating across cultures never assume the other party
has understood. Be an active listener. Summarise what has been said in order to verify it. This is
a very effective way of ensuring accurate cross cultural communication has taken place.

Avoid Slang: Even the most well educated foreigner will not have a complete knowledge
of slang, idioms and sayings. The danger is that the words will be understood but the meaning
missed.

Watch the humour: In many cultures business is taken very seriously. Professionalism
and protocol are constantly observed. Many cultures will not appreciate the use of humour and
jokes in the business context. When using humour think whether it will be understood in the
other culture. For example, British sarcasm usually has a negative effect abroad.

Maintain Etiquette: Many cultures have certain etiquette when communicating. It is

always a good idea to undertake some cross cultural awareness training or at least do some
research on the target culture.
Cross cultural communication is about dealing with people from other cultures in a way that
minimises misunderstandings and maximises your potential to create strong cross cultural
relationships. The above tips should be seen as a starting point to greater cross cultural
awareness.

The Six Steps to Intercultural Communication

We live in an increasingly complex world. One element of this
complexity is the mixing of different cultures, languages and
faiths. Within the business world intercultural communication is
vital for success. Effective communication between colleagues
from different cultural backgrounds ensures a team is working
harmoniously.

The six steps to intercultural communication are basic pointers that all working in
intercultural teams should be aware of to ensure culture becomes a vehicle for positive
advancement rather than a barrier.

1. Break Assumptions

Everyone makes or has assumptions about others. Assumptions are beliefs rather than
objective truth and are usually influenced by a number of subjective factors. For intercultural
communication to truly work, people need to assess their assumptions and ask themselves why
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they hold those ideas or beliefs. By doing so and even openly examining them with others, the
initial barrier to intercultural communication is overcome.

2. Empathise

In order to come to appreciate and understand people from different cultures, empathy is
vital. Through putting yourself in someone else's shoes you come to see or appreciate their point
of view.

3. Involve

Involving others in tasks or decision making empowers and builds strong relationships.
Using intercultural diversity is in essence a more creative approach to problem solving as it
incorporates different points of view.

4. Discourage Herd Mentality

Herd mentality refers to a closed and one dimensional approach. Such a way of thinking
curbs creativity, innovation and advancement as people are restricted in how to think, approach
and engage with people or challenges. Intercultural communication can only flourish and
therefore contribute if people are encouraged to think as individuals, bring their cultural
influences to the table and share ideas that may be outside the box.

5. Shun Insensitive Behaviour

People can and do behave in culturally insensitive ways. By attacking someone's person,
you attack their culture and therefore their dignity. This can only be divisive. Intercultural
communication is based upon people thinking through words and actions to ensure they do not
act inappropriately. When insensitive behaviour is witnessed it is the responsibility of all to shun
it and ensure it remains unacceptable.

6. Be Wise

Wisdom is not called wisdom for nothing. People need to be aware how to interact with
people with respect and knowledge. Intercultural communication is essentially founded upon
wisdom, i.e. showing maturity of thought and action in dealing with people. Through thinking
things out and have background knowledge to intercultural differences much of the
communication problems witnessed within business could be avoided.

Intercultural Communication in the Global Workplace

Today's companies are doing business more and more in a global context. The people that
count in any business from the suppliers to clients to employees are increasingly based in remote
locations in foreign countries. The need for effective and clear intercultural communication is
becoming vital in securing success in today's global workplace.
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 Intercultural communication has many definitions. In short intercultural communication
looks at how people, from differing cultural backgrounds, endeavour to communicate. It draws
on areas such as cultural anthropology and other areas of communication to build an academic
framework. At its foundation is the desire to establish and understand how people from different
cultures communicate with each other and help people improve this.

Within the context of the global workplace, intercultural communication looks at how
people communicate (verbally and non-verbally), manage, work together, approach deadlines,
negotiate, meet, greet, build relationships and much more. Companies and individuals looking to
do business within the global workplace often fail to address such areas before doing business
abroad. This can and does lead to poor performance and lost deals. Greater understanding of
intercultural differences, etiquette, protocol and communication as well as more informed
planning will certainly lead to a much higher probability of achieving business goals.

Intercultural communication today means getting a competitive edge. Why? Because

today business is highly competitive and fast changing. People need to get it right, and get it
right the first time. Whether someone is looking for a new supplier, giving a presentation, or
negotiating a contract intercultural communication can, does and will play an important role. It
impacts our ability to communicate effectively within a culture as well as how we are perceived.

Etiquette and protocol aside, people with intercultural communication skills are those
with certain key competencies and characteristics. Those that do well working with other
cultures usually demonstrate open-mindedness, inquisitiveness, patience and self-awareness.
These basic skills help nurture a sympathetic, personal and intuitive approach to doing business
that lends itself to working with the unknown. However, this is only a firm foundation.
Individuals also need to acquire operational tools and practical skills to help them express
themselves and adapt their style and approach to the needs of the target culture. This is achieved
through research, experience, intercultural training courses and asking colleagues.

Working in the global workplace, although a necessity, is proving to have a positive

effect on individuals and companies. As people are forced to think outside the box they develop
greater interpersonal skills and learn new ways of doing things. In conclusion, the need for
intercultural communication skill is obvious - we are all working in an interconnected global
economy and it is important to build good relationships with people from other cultures. This
leads to better business.

Cross Cultural Communication needs...

Within the business context, cross cultural communication refers to interpersonal
communication and interaction across different cultures. This has become an important issue in
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our age of globalisation and internationalisation. Effective cross cultural communication is
concerned with overcoming cultural differences across nationality, religion, borders, culture and
behaviour.

Cross cultural communication is critical to the business world. The diversity of people in
cities and countries means an element of cross cultural communication will always be needed
whether it is between staff, colleagues, customers or clients. Awareness of cultural differences
can favourably impact the success of a business. Improved staff interaction, better customer
relations and effective client management are all areas that will reap benefits through cross
cultural understanding.

Although cross cultural communication competency can only be truly achieved through
cross cultural awareness training, language acquisition, foreign travel and cultural immersion
there are some guidelines that can enhance your cross cultural communication skills.

Listening Skills

Although emphasis usually lies on being a competent speaker, listening is a key skill that
many business personnel do not exercise enough. For cross cultural communication, attentive
listening is critical to be able to understand meanings, read between the lines and enable to
empathise with the speaker.

Speaking Skills

Listening and speaking must work in tandem for effective cross cultural communication.
Speaking well is not about accent, use of grammar and vocabulary or having the gift of the gab.
Rather, cross cultural communication is enhanced through positive speech such as
encouragement, affirmation, recognition and phrasing requests clearly or expressing opinions
sensitively.

Observation

Large amounts of cross cultural information can be read in people's dress, body language,
interaction and behaviour. Be aware of differences with your own culture and try to understand
the roots of behaviours. Asking questions expands your cross cultural knowledge.

Patience

Man has been created differently and we need to recognise and understand that
sometimes cross cultural differences are annoying and frustrating. In these situations patience is
definitely a virtue. Through patience respect is won and cross cultural understanding is
enhanced.

Flexibility

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 Flexibility, adaptability and open-mindedness are the route to successful cross cultural
communication. Understanding, embracing and addressing cross cultural differences leads to the
breaking of cultural barriers which results in better lines of communication, mutual trust and
creative thinking.

Following these five cross cultural communication needs will allow for improved lines of
communication, better cross cultural awareness and more successful cross cultural relationships.

Cross Cultural Solutions for International Business

Globalisation, the expansion of intercontinental trade,
technological advances and the increase in the number of companies
dealing on the international stage have brought about a dramatic
change in the frequency, context and means by which people from
different cultural backgrounds interact.

Cross cultural solutions to international business demands are increasingly being viewed
as a valid and necessary method in enhancing communication and interaction in and between
companies, between companies and customers and between colleagues.

Cross cultural consultancies are involved in aiding companies to find solutions to the
challenges cross cultural differences carry.

International and national businesses are ultimately the result of people. As with
incompatible software, if people are running on different cultural coding, problems can occur.
Cross cultural consultancies therefore concentrate their efforts on interpersonal communication.

Different cultures and cultural backgrounds between a highly diverse staff base brings
with it obstacles, challenges and difficulties. Cross cultural differences manifest in general areas
such as in behaviour, etiquette, norms, values, expressions, group mechanics and non-verbal
communication. These cross cultural differences then follow on through to high level areas such
as management styles, corporate culture, marketing, HR and PR.

In order to overcome potential pitfalls, specialist attention is required in the form of a

cross cultural consultant. As one would approach a doctor for a medical diagnosis or an
accountant to examine finances, cross cultural consultants offer the expertise, experience and
know-how to diagnose problems and provide solutions to interpersonal cultural differences.

Within companies there are many facets in which cultural differences manifest. Some key
areas which cross cultural consultants deal with include, but are not exclusive to, the following:

Cross Cultural HR: HR covers a wide range of business critical areas that need cross
cultural analysis. Consultants may offer advice on a number of areas including recruitment,
relocation, international assignments, staff retention and training programmes.

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 Cross Cultural Team-Building: in order to have a well functioning business unit within a
company, communication is critical. Cross cultural consultants will provide tools and methods to
promote staff integration, reduce cross cultural conflicts and build team spirit. This is essentially
done through highlighting differences and building on strengths to ensure they are used
positively.

Cross Cultural Synergy: international mergers, acquisitions and joint-ventures require

people from different cultural backgrounds to harmonise in order to succeed. Cross cultural
consultants counsel on group mechanics, communication styles, norms, values and integration
processes.

Cross Cultural Awareness Training: working with colleagues, customers or clients from
different cultural backgrounds, with different religions, values and etiquettes can occasionally
lead to problems. Cross cultural awareness training is usually a generic introduction into a
culture, country, region or religion. The aim is to equip the trainee with the adequate knowledge
to deal comfortably with people from different cultures, avoiding misunderstandings and
mistakes.

Cross Cultural Training for Expatriate Relocation: staff that travel overseas need to
understand the cultural basics of the host country or region. Knowledge of the country's history,
culture, laws, traditions, business practices and social etiquettes all help to minimise the impact
of culture shock and hence smooth their transition overseas.

Cross Cultural Negotiations: equipped with their knowledge of the two or more cultures
that can be meeting around the negotiation table, a cross cultural consultant advises on areas such
as negotiation strategies, styles, planning, closure and etiquette in order to increase the chance of
a successful outcome, free from misunderstandings, suspicions and general cross cultural
communication breakdown.

Cross Cultural PR Consultancy: brand image, public relations and advertising are all
areas companies must be careful of when moving out of the national context. Tastes and values
change dramatically from continent to continent. It is crucial to understand whether the brand
name, image or advertising campaign is culturally applicable in the target country. Cross cultural
consultants examine words, images, pictures, colours and symbols to ensure they fit well with
the target culture.

Cross Cultural Language Training: Language training is an area where little investment is
made by companies, but where the business advantages are great. Linguistic knowledge goes a
long way in bridging cultural gaps and smoothing lines of communication. Cross cultural
consultancies provide language training to business staff, moulding their learning to the business
environment in which they work.

Clearly, the role and expertise of cross cultural communication consultants is important
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for today's international business. The potential pitfalls cross cultural differences present to
companies are extensive. In essence a cross cultural consultant's primary objective is integration.
This integration, between colleagues, clients and customers is crucial for business success.
Equipped with experience, knowledge and above all objectivity, a cross cultural consultant
creates bridges of understanding and opens lines of communication.

Conclusion
In conclusion, we can say that only knowing and applying these concepts, we can have a
successful intercultural business communication.

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