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Lesson 4
1. CROSS CULTURAL
COMMUNICATION
Many questions need to be posed and
answered before deciding upon suitable
strategies for communicating with
businesspeople from other cultural
backgrounds.
Some of these questions are outlined in figure
2.3. on page 91
2. Written Communication
Written communication occurs through the use of
letters, emails, memorandums, reports,
facsimiles, text messages and the internet.
The risk of miscommunication increases with
written communication because of the lack of
face-to-face interaction.
Most international communications are in English.
However, if a business knows that the receiver
would have great difficulty reading the
correspondence or finding a translator, it is the
sender’s responsibility to have the communication
translated before it is sent.
3. Written Communication Coninuted
Every culture has its own style of
preparing written communication. The way
Australian businesses format and organise
content, as well as the tone and approach
used, sometimes differs from practices in
other cultures. It is, therefore,
advantageous to learn what is appropriate
and acceptable to the recipient.
Read page 92 on what to take into
account when composing written
correspondence:
4. Different styles of written
communication
Various cultures favour different styles of
written communication. For example,
Japanese writers are usually more formal
and verbose than Australian and American
writers, as well as being less direct and
extremely polite. Therefore, when
composing an email or letter to a
Japanese businessperson, Australians
need to adopt a similar approach or tone
as used by the Japanese.
5. EXAMPLES CONTINUED
Read the examples on page 94 in relation
to emails received from China to an
Australian business.
6. Written Blunders
Pepsi’s slogan ‘Come alive with Pepsi’, translated
in China to ‘Pepsi brings your ancestors back
from the grave’.
A vitamin company released its popular product,
Fundavit, into the Spanish market, boasting that
this product satisfied fundamental vitamin
requirements.
When they realised that the word ‘Fundavit’ in
Spanish translated into ‘the rear end of an
attractive young female’, the name was quickly
modified.
The name of General Motors’ Nova car translated
to ‘it does not go’ in Latin America.
OTHERS CAN BE READ ON PAGE 94
8. Think and Explore
Other terms are also used in international
trade. Access the GIA Trading Group
website <www.giagroup.com> and select
‘Trade abbreviations’ from the ‘About’
menu for an alphabetic listing of acronyms
and abbreviations that are used.
How many of these terms did you
recognise?
