Natalya O. Gulivets, PhD.

Sevastopol Institute of Banking of the Ukrainian Academy of Banking

of the National Bank of Ukraine

Effective Cross-Cultural Business Communication

The process of globalization has become an essential reason of increasing global trade and of intensification of international ties when cultures and worldviews meet and blend together.

Effective communication between people belonging to different lifestyles and cultures is especially important because it contributes to countries’ economical, cultural, political, social, and technological well-being. Cultures and languages determine the ways people perceive and interpret the world, thus when languages are different, the risk of misunderstandings potentially increases. As a result, the study of cross-cultural communication is becoming a crucial aspect of international research. As Stallard et al. put it, “The purpose of studying cross-cultural communication is to reduce the gaps which cause these misinterpretations” [Stallard 1989, p. 57].

Within the business context, cross-cultural communication refers to interpersonal communication and interaction across different cultures. Effective cross-cultural communication concerns overcoming cultural differences across borders, nationalities, religion, and behavior. It is critical to the business world. Awareness of cultural differences can favorably impact the success of a business.

The key to effective cross-cultural communication is knowledge. Multicultural business settings demand the knowledge of both verbal and nonverbal contexts. Richard Huseman [Huseman 1981, p.100] explains that any problem-solving communication occurs when a group of people gather to reach a solution to a problem through verbal and nonverbal interaction. Special attention must be paid to these aspects to enhance the effectiveness of intercultural messages.

Developing awareness of individual cultures is equally important. Even the basic level of understanding requires the ability to see that personal behaviors and reactions are often culturally specified, and it is necessary to control the appropriateness of such tricky areas as, for instance, physical contact.

Next, demanding and cultivating tolerance is essential. When dealing with different cultures, courtesy and good will will ensure successful communication. Besides, while communicating cross-culturally, particular efforts should be made to keep communication clear, simple, and unambiguous. Humor should be avoided, too, in order not to offend a person.

Cultural differences may clearly cause communication problems thus it is important to make conscious efforts to overcome them and adjust one’s behavior properly; active listening can sometimes be used to check this out. Often intermediaries – people familiar with both cultures – can be helpful in making cross-cultural communication appropriate and accurate.

A. J. Schuler [Schuler] gives some general principles that “…lead to success in communicating and conducting business with people of backgrounds unlike our own”:

- Direct experience is the best way to begin to learn any culture: radio stations, music, trips, club activities that cater to members of a specific group may be helpful ways to begin.

- Even if differences can feel like a threat at first, this is a natural part of human experience and it is necessary to keep these feelings in perspective and remember that differences are less important than commonalities.

- When first interacting with representatives of other cultures, people tend to overlook similarities and notice only the differences. And then, applying the standards of interpretation naturally used for native cultures and behaviors to unfamiliar cultures, people will draw nothing but mistaken conclusions.

- Stereotyping due to overgeneralization is a common occurrence, especially among those who only interact with another culture infrequently. When faced with uncertainty, the human mind naturally seeks to create some order or system in what we observe. So the mind creates its own set of rules or generalizations which may be based on some surface realities and patterns.

- There is always more variation within groups than there is between them. Effective cross-cultural communication is the ability to successfully form, foster, and improve relationships with individuals belonging to cultures different from one’s own. It is based on knowledge of numerous factors, such as other people’s values, perceptions, manners, social structures, and decision-making practices, and on understanding of how members of the group communicate verbally and non-verbally in various business and social contexts.

- It is important to remember that cultures are always changing, especially as they interact with each other.

Thus, communication may cause uncertainty, however, effective communication strategy starts with the understanding that the sender and the receiver of the message belong to different cultures and backgrounds. It is critical to realize that a basic understanding of cultural diversity is the key to effective cross-cultural communication. Furthermore, it involves a skill component that may be learned and mastered through instruction and practice. A well-structured and balanced cross-cultural training program provides participants with information, insight, and skills they will need to communicate and cooperate effectively across cultural barriers.

The world is filled with numerous cultures, individuals also vary widely within each culture. Successful communication depends on getting to know people as individuals, asking questions, and seeking to understand their points of view before drawing conclusions.

Bibliography

1. Huseman Richard C., Lahiff James M., Hatfield John D. Business Communication: Strategies and Skills. – Dryden Press, 1981. – 431 p.

2. Schuler A. J. Tips for Successful Cross Cultural Communication. – available at http://www.schulersolutions.com/cross_cultural_communication.html

3. Stallard John J., Smith E. Ray, Price Sandra F. Business communication: a strategic approach. – Irwin, 1989. – 705 p.