Tips for Business Professionals: Multicultural Business Communication
In this fast-paced, highly competitive, global business environment, it is essential to communicate cross-culturally in an effective and culturally sensitive manner. It is especially vital as our sophisticated, technological age has brought about a culturally "woke" society that leaves little leeway for communication misinterpretations. Though innovation and technology have been beneficial overall, it has brought about critical issues regarding proper communication, particularly concerning organizational health. Without appropriate and effective communication, it is easy for business professionals to misunderstand or act in a way deemed inappropriate to others, which can be detrimental to the organization. To ensure success and continued growth, business professionals need to take accountability for the quality of communication within their organization. As such, business professionals should take the initiative in addressing cultural gaps and incorporating cultural sensitivity through proper education and research when interacting with international clients.
It is important to understand that cultures differ vastly from one another, and not one culture is superior. These differences in values are seen in how cultures view and emphasize traits such as "individualism, time orientation, power distance, uncertainty avoidance, formality, materialism, and context sensitivity." (Newman, 2017, p. 2-3a) Understanding and learning the differences and nuances within cultures is the first step to effective cross-cultural communication. Researching a culture should be done before any formal meeting or interaction, as even something as minute as eye contact may be viewed as rude or disrespectful. For example, many East Asian cultures practice gift-giving and view it as a sign of goodwill and appreciation; however, this would likely be thought of as bribery in many Western cultures. After building a solid base, professionals can use strategies to maintain adequate communication throughout cultures. Newman (2017) covers three universally desired characteristics of effective communication: maintaining formality, showing respect, and clear communication. (p. 2-3c)
Generally speaking, most cultures value and appreciate a much more formal approach to business when compared to the U.S., so understanding the culture that business is being conducted is crucial to maintaining relations. Showing respect is another universal business communication strategy for effective communication. There are a few ways to execute this strategy, such as learning about the host country, refraining from judgment when interacting with people from different cultures, and willingness to adapt to other cultures. The last universal communication characteristic is clear communication. Language barriers are a large part of communication, so verbal and written messages should be as clear as possible. Newman (2017) provides some guidelines such as:
"Avoid slang, jargon, and other figures of speech that have the potential to confuse… be specific and illustrate points with concrete examples… provide and solicit feedback… use a variety of media… speak plainly and slowly (but avoid being condescending)… and use humor sparingly [as it may offend]." (p. 2-3c)
Using these universally desired characteristics will help ease business professionals' navigation through multicultural communication and ensure that international clients are comfortable.
Learning about different cultures and practicing business communication techniques is crucial to maintaining business relationships with international clients. Second impressions are hard to come by in the fast-paced business world, so it is important for business professionals to ensure a positive first impression for the organization's health. Putting in the effort to be culturally sensitive also ensures that cultural differences are accepted and appreciated throughout the organization and allows for diversity and inclusion within the workplace.
References
Newman, A. (2017). Business communication: In person, in print, online (10th ed.).
Shapiro, J. M., Ozanne, J. L., & Saatcioglu, B. (2008). An Interpretive Examination of the Development of Cultural Sensitivity in International Business. Journal of International Business Studies, 39(1), 71–87. https://doi.org/10.1057/palgrave.jibs.8400327
D, S. C., Singaraju, S., Halimi, T., & Sillivan Mort, G. (2016). Examination of cultural shock, inter-cultural sensitivity and willingness to adapt. Education + Training, 58(9), 906–925. https://doi.org/10.1108/ET-09-2015-0087
The World's Business Cultures and How to Unlock Them. (2011). Leadership & Organization Development Journal, 32(3), 311–314. https://doi.org/10.1108/lodj.2011.32.3.311.2
