Cross-Cultural Communication

International Business Communication

Knowing your audience's cultural background is an important part of international business communication.

As a modern global mind, e.g. an expat or a business person with international appointments, you’ll have to deal with international business issues sooner or later. InterNations shows you how good communication skills can help you overcome international business issues.

International Business Communication: Structure

The structure of your presentation might also be influenced by cultural conventions. For example, if your audience includes lots of people from a so-called “uncertainty-avoidance” culture, they won’t like risks or ambiguity, but they do value expert opinion and details. Back-up data or analyses from specialists in the field will make a greater impression on them. They like to be working towards a decision rather than proceed from an assumption.

Some cultures allow for more flexibility and spontaneity than others with a punctual and rigid approach. Please adjust your time schedule accordingly if you want to be successful in international business communication.

Preferences for visual aids, graphics, and color schemes may vary from culture to culture, too. In our story, the Germans wouldn’t have minded detailed graphs and tables. You will probably be working within the framework provided by corporate identity and design. However, if you can make adjustments to create a more pleasant or informative visual experience which takes your audience’s taste into account, feel free to do so in the name of international business communication.

International Business Communication: The Speaker

Just like different words mean the same thing in different languages, body language is by no means universal. This doesn’t make international business communication any easier. For instance, a nod signifies “yes” in many countries, but “no” in parts of Bulgaria and Greece. In some cultures, it would be extremely rude to point at a person directly with one finger. Even beyond such single gestures, the concepts of eye-contact and personal space differ greatly.

Some audiences value formality and credentials more than others. Pay attention to how you dress yourself, how you greet your audience and how you make the introductions if you want to come across as a professional in international business communication.

Displays of emotion can backfire in some cultural contexts. In many Asian countries, showing one’s emotion openly is an impolite no-go, and there are even more cultures where restraint and understatement are held in high esteem, e.g. in Scandinavia. This might explain why the Norwegians were rather underwhelmed by Caitlin’s presentation style – which they considered too “flashy”. Always take this into consideration in your international business communications.

International Business Communication: The Audience

As an international business communication pro, you should never forget that your audience’s general reaction to your presentation can be influenced by their cultural habits and assumptions.

First of all, people from various cultures might have different expectations about the desired outcome of a business meeting.

Is it an opportunity to reach a consensus?
Will there be an argument about the pros and cons of a proposal before reaching a decision?
Is it simply a way of establishing relationships and creating good will?

All these unspoken expectations (and many more) are possible in international business communication.

Moreover, there are quite a few ways of showing attention and interest. The Japanese business people whose seemingly disinterested behavior baffled Caitlin so much were, in fact, listening attentively. However, what is an acceptable manner of expressing concentration in Japan is interpreted as “taking a nap” or “drifting off” in other cultures.

International Business Communication: Participation

Last but certainly not least, audience participation and debate culture vary widely in international business communication. In some countries, the members of the audience will quickly become embarrassed or insecure if you single them out for involvement in your presentation or directly ask them for their opinion in front of everybody.

Others, though, will appreciate every opportunity to express their point of view as straightforwardly as possible. This doesn’t automatically mean that they are trying to tear you down. The German guy who criticized Caitlin sharply was probably just used to voicing his disagreement in such a blunt manner, and he wasn’t out to insult her personally or belittle her skills. However, if you are not versed in international business communication, incidents like the one just mentioned are likely to baffle you.

The next time, though, Caitlin will have taken that cross-cultural training and be better prepared for all aspects of successful international business communication.