Cross Culture Webinar A.D. Global Solution

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Cross Culture

Consulting and training for companies and professionals

A.D. BANK & INSURANCE
Providing effective and targeted solutions for complex processes

A.D. MANAGEMENT
Training people today to better manage processes tomorrow

A.D. SAFETY
Increasing safety measures to ensure a safe environment

A.D. TECHNOLOGY
Seizing opportunities of the future with today’s Technology

A.D. LANGUAGES
Understanding each other efficiently at a global level

A.D. Languages
Comprendersi in modo efficace nel villaggio globale
Webinar 18/05/2016
LANGUAGE AND CROSS CULTURE

A.D. Languages
► What is culture?
► Implications of culture in business
► Tips for communicating in English across cultures
Language and Cross Culture - Webinar

A.D. Languages
A multicultural workforce is one in which a wide range of cultural
differences exist among the employees in the organization. While a number
of major and minor traits are used to describe cultural differences, the most
common traits used to identify the level of multiculturalism evident in a
given workforce often boils down to "age, sex, ethnicity, physical ability,
race and sexual orientation.
Adjective1
.of, relating to, or representing several different cultures or cultural
elements
What is multicultural…

A.D. Languages
In response to the growing diversity in the workforce around the world, many companies have
instituted specific policies and programs to enhance recruitment, inclusion, promotion, and
retention of employees who are different from the privileged echelons of society.
Intranational diversity management, refers to managing a diverse workforce of citizens or
immigrants within a single national organizational context. (e.g., a German company instituting
policies and training programs for its employees to improve sensitivity and provide employment
opportunities to members of minority groups and recent immigrants in its workforce.)
Cross-national diversity management, refers to managing a workforce composed of citizens and
immigrants in different countries (e.g., a Korean company with branches in Japan, China, and
Malaysia establishing diversity policies and trainings that will be applicable in its headquarters
and also in its subsidiaries in these countries).
Diversity Management (organizational)

A.D. Languages
To avoid Problems such as:
Managing Diversity and Group Dynamics
Lack of Team building
Loss of Client
Low Productivity
Poor staff Motivation

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In response to the growing forces of globalization many companies have tried to understand how
national cultures affect management practices, via identification of the similarities and differences
across cultures in various management practices and organizational contexts.
Effective handling of the cross-cultural interface is a critical source of a firm’s competitive
advantage. Managers need to develop not only empathy and tolerance toward cultural
differences, but also acquire a sufficient degree of factual knowledge about the beliefs and values
of foreign counterparts. Cross-cultural proficiency is paramount in many managerial tasks,
including:
► Developing products and services (Marketing) / Communicating and interacting with foreign business
partners (Teamwork)
► Screening and selecting foreign distributors and other partners / Negotiating and structuring international
business ventures
► Interacting with current and potential customers from abroad / Preparing for overseas trade fairs and
exhibitions
Cross cultural Management (organizational)

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Authority,
responsibility &
accountability
Urgency
Commitment
Agreements & contracts
Risk-taking
Conflict
Communication
The way and style
information is shared
Structure
Extent to which uncertainty
creates discomfort
Individual/group
Whether individual or
group takes precedence
Time
The view of and way time is used
Power
Extent to which
power is distributed
CULTURE

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Managing communication and marketing
BARRIERS
Stereotype
Gift Giving
Business Cards
Greetings
Relationship Building
Before Meeting
Dress Code
During Meeting
Communication

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Application
Diversity Management in
recruiting and managing
multicultural staff’s needs,
expectations.
Cross cultural management in
making teams work, developing
new products (R&D) and
marketing the same
Diversity at HSBC Marketing towards the world
Organizational Operational

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What you see…
«We don’t see things as they are.
We see them as we are»
Anais Nin

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Application
The global professional scenario is
increasingly taking into account the
diversity of the individual

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What are we, if not the product of our culture…
The entire set of social norms and responses that dominate the behavior of
a population. It is a conglomeration of beliefs, riles, institutions and artifacts
that characterize human population.
It is transmitted by symbols, stories and rituals over generations.
What culture?

A.D. Languages
Counting West vs East

A.D. Languages
Symbols
Heroes/
Models
Behavioural
rules
Values/
Sentiments
Values
Our customers are the reason for our existence.
We demonstrate our appreciation by providing
them with high quality food and superior service in
a clean, welcoming environment, at a great value.
Our goal is quality, service, cleanliness and value
(QSC&V) for each and every customer, each and
every time.

A.D. Languages
Global leaders often use their own meaning to make sense of someone else’s reality
or lack cultural awareness of their own behavioral rules and apply them to others
(Quappe & Cantatore, 2007).
Gudykunst and Kim (2003) suggest that meanings cannot be transmitted in normal
communication between individuals, primarily because of the ambiguity in the
language spoken. It is the ambiguity that often leads to misunderstandings and
misinterpretations (Quappe & Cantatore, 2007).
The language we speak, verbal or nonverbal, varies depending upon cultural factors
described as languages of context, time and space (Hall’s Cultural Factors, 2009).
Language and its complexities

A.D. Languages
Global leaders must strongly consider these cultural factors in their pursuit of asking,
seeking, and knocking toward gaining more knowledge, understanding and meaning
to enhance their crosscultural communication skills.
“Ask, and you will receive; seek, and you will find; knock, and the door will be
opened to you For everyone who asks will receive, and anyone who seeks will
find, and the door will be opened to those who knock.”
Matthew 7:7
Language and its complexities
BE
YOURSELF
ADAPT TO
OTHERS

A.D. Languages
Cultural differences Hofstede

A.D. Languages
Cultural differences Hall
“Context carries varying proportions of the meaning.”
Edward T. Hall, The silent Language, 1950
5 “silent languages”:
– Time
– Space
– Material goods
– Friendship
– Agreements

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Cross cultural tips for
communicating in English

A.D. Languages
TIP #1: English is a difficult language when speaking to monocultural, native speakers.
Mother tongue English speakers take for granted that much effort is made by people around the
world to learn English. For native speakers it is hard to appreciate the struggle of those who have
to put great effort into speaking and understanding it.
Consider this illustration: If the word through is pronounced “throo” then why is enough
pronounced “ee-nuff?”
Why isn’t the word cough pronounced “coo?”
Why is threw sometimes spelled through, and why do these two words that sound exactly the
same mean two completely different things?
Also consider the strange spelling of English words like science and since not to mention the
illogical trio their, there, and they’re.

A.D. Languages
TIP #2 Keep it simple
In work settings, we slip into our professional roles, often changing our way of speaking
automatically.
We choose to say utilize instead of simply use.
In a cross cultural context the 5¢ word is always better than the 75¢ word.
Basics such as good, give, take, more, less will be better choices than positive, administer,
increase, decrease. Keep word choice simple and keep sentences simple as well.
Avoid run-on sentences. As we ramble, we tend towards more complex ideas rather than simpler
ones. Try to allow some silence between simpler phrases and pause after asking a question. The
other person my need a moment to consider their best answer.

A.D. Languages
TIP #3 Give and seek feedback
Even if you are using simpler words and shorter sentences, you can’t be certain there has been
communication until the receiver acknowledges it with feedback.
Remember, head nodding does not count as feedback with people from many different cultures.
Even with Americans or the English, and definitely with children, head nodding is often a sign of
partial comprehension.
So you must ask clarifying questions.

A.D. Languages
There are two kinds of questions:
Close ended questions –
These usually begin with do, did, does, is, are, will, or can. These can be answered with a simple yes or no – or a
head nod.
Avoid the use of close-ended questions when communicating across cultures because in many cultures people
will frequently simply say yes even if they don’t understand you. If a person doesn’t want to contradict the
professional, nodding or saying yes is a way of keeping harmony in the interaction. (high power distance, Korea)
A supplier may nod and then leave your office with little understanding of what to do next. Or, the person may
have no intention whatsoever of complying with the recommendations for change that were given for cultural
reasons that were never discussed.
Open-ended questions –
These usually begin with the 5 Ws – who, what, when, where, why (and how or how many). It is awkward to
answer these questions with a nod, shrug, or simple yes/no. For example, you might ask a client, “What do you
think has caused this problem?” Or, “How long have you been seeing these signals?” “What are you most worried
about?”

A.D. Languages
TIP #4 Not understanding vs. misunderstanding:
Keep in mind that when people don’t understand you, you are more likely to get some immediate
indication of the miscommunication than when they Misunderstand you.
When there’s a lack of understanding, a person may ask you to repeat what you have said or you
may read confusion in facial expressions. But when people Misunderstand, they may be less
likely to indicate this, especially if they come from an indirect and face saving culture.
For example, the English words want and won’t sound very much alike to a non-native speaker.
You may say to a person, “I want to help you,” but she may hear “I won’t help you.” She may be
perplexed that this is your response, but she may be very inclined to accept the word of a
healthcare professional who is in a position of authority. She may perceive you as being
uncaring, but certainly won’t say so.
Many Misunderstandings go unnoticed by both parties. Asking clarifying questions is crucial.

A.D. Languages
TIP #5 Speak Slowly and Clearly – NOT Loudly:
Often when people don’t understand our language, we treat them as if they are deaf or “slow”
without realizing we are doing so. Articulate your words in shorter phrases rather than just
speaking more loudly.

A.D. Languages
TIP #6 Repeat if Necessary:
Much of what we gain from a conversation is in the context or general content of the discussion.
Our brains constantly fill in the missing information. If we don’t actually hear every word, we
compensate.
For example, if I say, “I left you a message on your______” you will almost automatically fill in the
blank with cell phone, phone, or voicemail. Non-native speakers will struggle to do this.
So, repeat key phrases and summarize key points. Also, make it clear at the beginning that you
are happy to repeat anything you say in conversation.

A.D. Languages
Tip #7 Avoid acronyms, idioms, and abbreviations:
The medical culture has a language of its own that includes many acronyms such as ED, HMO,
NPO, etc. Same stands true for any other industry and culture.
Always take the time to say things the long way and avoid terms that will create confusion for
others.
It’s best when setting appointments to say “eight o’clock in the morning” instead of “8 a.m.”
Common expressions and idioms can also block communication. If you say, “I’ll run that past the
Manager,” an foreign colleague may literally picture you running to the manager which sounds
urgent when you intended a casual tone.
Imagine how confusing an expression such as “we can kill two birds with one stone” might sound
in the context of a follow-up appointment.

A.D. Languages
TIP #8 Write it down and demonstrate while speaking:
Providing simple notes about the key points of an office visit and expectations for meeting follow up can be very
useful to cross cultural operators.
Written material with more detailed information about instructions and specific processes can also be very helpful
in conjunction with thorough explanation in the office.
A really thorough explanation will include checking for understanding via open ended questions, gesturing while
speaking, and demonstrating actions. How is a process applied? Demonstrate.
For those persons who have had no formal schooling/disabilities, written material may be beyond their capacity
entirely, but perhaps someone at home can help translate/read what is written. That way they will have a
reference point for what was said. Same stands true for cross cultural meetings and bridging diversity through
better communication.
Written materials that can be taken away and read at a leisurely pace are often greatly appreciated.

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Q&A

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