1. Cross CultureCross Culture
CommunicationCommunication
Name : Brijeshkumar m
En. No : 130210107011
Prof. C. N. Trivedi

2. What is culture?What is culture?

““that complex whole which includes knowledge,that complex whole which includes knowledge,
belief, art, morals, law, custom, and any otherbelief, art, morals, law, custom, and any other
capabilities and habits acquired by man as acapabilities and habits acquired by man as a
member of society”member of society”

3. 3
Expanding Operations AcrossExpanding Operations Across
BordersBorders
Two distinct tasks emerge:Two distinct tasks emerge:
 to understand culturalto understand cultural
differences and the waysdifferences and the ways
they manifest themselvesthey manifest themselves
 to determine similaritiesto determine similarities
across cultures and exploitacross cultures and exploit
them in strategy formulationthem in strategy formulation

4. 4
Culture DefinedCulture Defined
Culture is an integrated
system of learned
behavior patterns that are
characteristic of the
members of any given
society.

5. 5
Characteristics of CultureCharacteristics of Culture
 Culture is learned, shared, and transmitted from oneCulture is learned, shared, and transmitted from one
generation to the next.generation to the next.
 Culture can be passed from parents to children, byCulture can be passed from parents to children, by
social organizations, special interest groups, thesocial organizations, special interest groups, the
government, schools, and churches.government, schools, and churches.
 Culture is multidimensional, consisting of a number ofCulture is multidimensional, consisting of a number of
common elements that are interdependent.common elements that are interdependent.

6. 6
AcculturationAcculturation
Acculturation is the
process of adjusting and
adapting to a specific
culture other than one’s
own. It is one of the keys
to success in international
operations.

7. 7
High- versus Low-ContextHigh- versus Low-Context
CulturesCultures
High-context cultureHigh-context culture
 context is at least as importantcontext is at least as important
as what is actually saidas what is actually said
 what is not being said can carrywhat is not being said can carry
more meaning than what is saidmore meaning than what is said
 focuses on group developmentfocuses on group development
 Japan and Saudi Arabia areJapan and Saudi Arabia are
examplesexamples
Low-context cultureLow-context culture
 most of the information ismost of the information is
contained explicitly in wordscontained explicitly in words
 what is said is more importantwhat is said is more important
that what is not saidthat what is not said
 focuses on individualfocuses on individual
developmentdevelopment
 The U.S. is an exampleThe U.S. is an example

8. 8
Elements of CultureElements of Culture
Language (verbal
and nonverbal) Religion
Values and
Attitudes
Material Elements
Manners and
Customs
AestheticsEducationSocial Institutions

9. 9
Cultural KnowledgeCultural Knowledge
 Cultural knowledge can be defined by the way it is acquired:Cultural knowledge can be defined by the way it is acquired:
 objective or factual information is obtained throughobjective or factual information is obtained through
communication, research, and education.communication, research, and education.
 experiential knowledgeexperiential knowledge can be acquired only by beingcan be acquired only by being
involved in a culture other than one’s own.involved in a culture other than one’s own.
 Interpretive knowledgeInterpretive knowledge is the ability to understand andis the ability to understand and
fully appreciate the nuances of different cultural traits andfully appreciate the nuances of different cultural traits and
patterns.patterns.

10. 10
Cross-Cultural TrainingCross-Cultural Training (cont.)(cont.)
 Additional forms of trainingAdditional forms of training
include:include:
 mentoringmentoring
 area studies programsarea studies programs
 cultural assimilator programs, incultural assimilator programs, in
which trainees must respond towhich trainees must respond to
scenarios of specific situations in ascenarios of specific situations in a
particular countryparticular country
 sensitivity trainingsensitivity training
 field experiencefield experience

11. THANK Y0UTHANK Y0U
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