Communication Between Cultures

local culture and acculturation. English is the language of management at ABB, even at its

headquarters in Switzerland, where there are employees from 19 countries. The company is

led by managers who know the local culture and the company’s global strategy.ABB spends

almost US$1 billion annually on management training and research into trans-cultural communi-

cation. [emphasis added]^72

This description offers tangible evidence that cultural awareness contributes to suc-

cess as well as being a necessary part of global business.

Summary

• Basic assumptions about human communication in contexts:
  
  
  1. Communication is rule governed.
  
  
  2. Context determines what communication rules should be used.
  
  
  3. Communication rules vary across cultures.
  
  
  
  

Business

• The greatest influence of globalization has been in the business context.


• Knowledge of cultural differences and competent intercultural communication
  skillsare fundamental to success in the multinational business community.


• Business protocols, such as greetings, personal appearance, communicative
  behaviors, etc., vary across cultures.


• Leadership and management styles are marked by cultural differences.


• Culturally instilled individualism or collectivism can influence how employees are
  motivatedand rewarded.


• Culture is an important factor in decision making.


• The attitude toward conflict and how it is managed is a function of culture.


• Broadly speaking, every nation has a preferred negotiation style, which usually
  reflects the communication style of the dominant culture.


• Language skills are absolutely critical when working in multinational organizations.

Education

• Multicultural classrooms are common in the United States and many European
  Union nations.


• Diversity in U.S. schools is forecast to continue increasing.


• Culture never stops teaching, but it tends to be self-perpetuating and self-focused.


• Some educational content varies across cultures.


• To avoid ethnocentrism, students should be exposed to different perspectives,
  philosophies,and histories.

376 CHAPTER 10• Intercultural Communication in Contexts

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