This document discusses cross-cultural communication. [1] It is important as globalization, technology, and diverse workforces have increased the need for people from different cultures to communicate. [2] The same gestures can have different meanings across cultures. [3] Culture is a complex set of shared values, beliefs, and customs that is learned, logical, visible and invisible, and dynamic.

1. C ROSS - CULTURAL
COMMUNICATION
Bharat Sahai
PGDMC (2012-14)
SCS

2. INTRODUCTION
 Cross-cultural communication deals with the
following:
 How people from differing cultural backgrounds
communicate.
 May be in similar and different ways among themselves.
 How they endeavour to communicate across cultures.

3. IMPORTANCE
 Effective cross cultural communication is very
important.
 The need for it arises out of the following:
 Globalization
 Technological advancements
 Multicultural workforce
 Talent improvisation and differentiation
 Job and business opportunities
 Improves an employee’s contribution in a diverse
workforce.
 Understanding today’s diverse market and its
conditions.

4. DIFFERENT MEANING OF THE SAME GESTURE!
USA/UK: Okay
Japan: Money
Brazil: Offensive/Insult
Russia: Zero

5. UNDERSTANDING CULTURE
 Complex set of values, beliefs, traits, morals and customs
shared by a society compromise its culture.
 It can be also treated as a system for
creating, sending, storing and processing information.
 Cultures are…
 learned
 In USA, too close equals violation.
 inherently logical
 In Japan, the Barbie doll failed for its toothy smile!
 visible ‘and’ invisible
 Buddhism preaches to be in close harmony with the environment
and in India it is much tangible.
 dynamic
 Always changing due to migration, disasters as seen in the history

6. BARRIERS TO CROSS-CULTURAL
COMMUNICATION
 Body language
 Etiquettes and manners
 Establishing trust
 Religious beliefs and stereotypes
 Social habits
 Cultural relativism
 Social/individual prejudices
 Personal/Social value
 Ethnocentrism (my culture is the best and yours
inferior)

7. EFFECTIVE CROSS-CULTURAL
COMMUNICATION
 Study your own culture first
 Learn about other cultures
 Seek common ground
 Use simple English
 Keep it slow and steady
 Adapt to local preferences.
 Be supportive
 Avoid slangs
 Maintain etiquette
 Listen properly before you speak.

8. Bharat Sahai
PGDMC (2012-14)
SCS