1. •Chauhan Vishnu M.
•Gec Bhavnagar
•Enroll no:130210125015

2. Culture Defined
2
Culture is an integrated
system of learned
behavior patterns that are
characteristic of the
members of any given
society.

3. What is Culture???
Provides patterns of
acceptable behavior
& beliefs.
May be based on….
Nationality
Race and Religion
Historical Roots
…All of the Above

4. Characteristics of Culture
 Culture is learned, shared, and transmitted from
one generation to the next.
 Culture can be passed from parents to children, by
social organizations, special interest groups, the
government, schools, and churches.
 Culture is multidimensional, consisting of a
number of common elements that are
interdependent.
4

5. Elements of Culture
5
Language (verbal
and nonverbal) Religion
Values and
Attitudes
Material Elements
Manners and
Customs
AestheticsEducationSocial Institutions

6. Values and Attitudes
6
Value of U.S. Culture Alternate Value Function Affected
The individual can influence
the future
Life follows a preordained
course
Planning and scheduling
We must work hard to
accomplish our objectives
Hard work is not the pre-
requisite for success; wisdom,
luck, and time are also required
Motivation and reward
system
Commitments should be
honored
A commitment may be super-
seded by a conflicting request
Negotiating or
bargaining
One should effectively use
one’s time
Schedules are important but only
in relation to other priorities
Long and short range
planning
A primary obligation of the
employee is to the organization
The individual employee has a
primary obligation to the family
Loyalty, commitment,
and motivation
The best qualified person should
be given the position available
Family issues and friendship
can determine employment
Employment, promotions
recruiting, selection

7. Cross-Cultural Behavior Model
7
Communication
about
Innovation
Consequences
Strategic
Opinion
Leadership
Adoption
Tendency
Cognitive
Search
Change
Agent
Adoption
Propensity
to Change
Evaluation
of
Innovation
Cognitive
Distortion
Cultural
Lifestyle

8. Cross-Cultural Behavior Model
 The key variable of the model
is propensity to change, which
is a function of three
constructs:
 cultural lifestyle
 change agents
 communication about the
innovation
8

9. Good Intercultural
Communicators Are….
Aware values &
behaviors not
always “right.”
Flexible & open
to change.

10. And…..
Sensitive to verbal
& nonverbal
behavior.
Aware of values,
beliefs, practices
of other cultures.
Sensitive to
differences within
cultures.

11. HIGH CONTEXT VS. LOW CONTEXT
CULTURES

12. High-Context Cultures
 Infer information from
message context, rather
than from content.
 Prefer indirectness,
politeness & ambiguity.
 Convey little information
explicitly.
 Rely heavily on nonverbal
signs.
 Asian
 Latin American
 Middle Eastern

13. Low-Context Cultures
 Rely more on content
rather than on context.
 Explicitly spell out
information.
 Value directness.
 See indirectness as
manipulative.
 Value written word more
than oral statements.
 European
 Scandinavian
 North American

14. Achieving cross-cultural communication effectiveness
A. Provide cultural training
-about other cultures
-about our own culture
B. Provide language training
C Improve feedback systems
-within organizations
-structure
-processes
-new technologies
D. Increase flexibility and cooperation
E. Focus on individual attitudes and skill building

15. Cross cultural communication effectiveness
1. Correct balance between task and relational behavior.
2. Minimize self-oriented behaviors.
*3. The capacity to be non-judgmental.
*4. The tolerance for ambiguity.
*5. The display of respect.
6. Personalizing knowledge and perceptions.
*7. Displaying empathy.
8. Taking turns
.

16. Cross-Cultural Training
 Cultural training programs
should include:
 culture-specific information
 general cultural information
on values, practices, and
assumptions
 self-specific information that
identifies one’s own cultural
paradigm
16

17. Cross-Cultural Training(cont.)
 Additional forms of training
include:
 mentoring
 area studies programs
 cultural assimilator programs,
in which trainees must respond
to scenarios of specific
situations in a particular
country
 sensitivity training
 field experience
17

18. Tips for Making Culture Work for
Business Success
 Embrace local culture
 Build relationships
 Employ locals to gain cultural knowledge
 Help employees understand you
 Adapt products and practices to local
markets
 Coordinate by region
18

19. Thank You