Abstract
In today’s ever-increasing global economy, intercultural business communication is both a “hot” research topic and an essential form of communication for academics and practitioners alike. Building on the foundational methodology of navigating a business discourse through varied and diverse cultural waters, the fifth edition of Intercultural Business Communication discusses a wide range of international communication concerns, contextualized through the pragmatic lens of conducting business.
This textbook guides readers through various aspects of intercultural business communication and discusses the cultural norms of the most active nations participating in the contemporary global economy. Chaney and Martin use practical examples and accompanying illustrations throughout the entire text to compare and contrast a variety of international business situations. For example, readers learn about global etiquette in Chapter 8, which includes a discussion of dining practices, business card exchange, and tipping. In Chapter 9, readers learn about social customs such as handshakes, bribery, and humor. Practical illustrated examples such as these make Intercultural Business Communication a useful “how-to” reference guide for those engaged in international business.
This edition of Intercultural Business Communication comprises 12 chapters. Topics covered include the following: global etiquette, culture shock, verbal and nonverbal communication patterns, business and social customs, intercultural negotiation processes and strategies, and laws affecting international business and travel. An improvement in this new edition is an expanded and updated country-specific information and negotiation skills section in each chapter, with an emphasis on countries with which the United States conducts most of its business. Chaney and Martin have also added eight new case studies, giving each chapter a total of five cases for discussion. All chapters use helpful tables, pictures, and diagrams to reinforce the text. Related references for additional reading are provided in each chapter with up-to-date information about newly published books and journal articles, as well as established books referenced in the previous edition.
Chaney and Martin begin by giving a general overview of what intercultural business communication is and why it is important. In the revised first chapter, the authors introduce two new terms: glocalization and grobalization. Glocalization is, as the name suggests, a combination of global and local culture. The authors cite Robertson (2001) and Ritzer (2007), who have defined the term as “the interpenetration of the global and the local, resulting in the unique outcomes of different geographic regions” (p. 5). Grobalization refers to the incursion of a corporate organization into a new culture, or, according to Ritzer (2007), to the “imperialistic ambitions of nations, corporations, organizations, and the like and their desire, indeed need, to impose themselves on various geographic regions” (p. 5). Both concepts work together to create successful outcomes for both corporations and consumers. Chaney and Martin and other practitioners (Guffey & Loewy, 2011) suggest that the ultimate key to successful business operations in foreign markets relies on adjusting products to the local culture. Marketing strategies of standardization, they say, are a thing of the past.
The revised first chapter also includes a new subsection titled “Global Mindsets,” which is a list of 28 attributes (based on interviews with 215 executives) for developing successful intercultural managers. Examples include respect for cultural differences, willingness to adapt, risk taking, and the ability to connect with people of other cultures.
Most businesses today recognize that standard marketing strategies no longer work and have begun to focus on emphasizing cultural commonalities while also acknowledging differences. In Chapter 2, “Universal Systems,” Chaney and Martin explain the commonalties that can be expected in all cultural groups and their relationship to communicating and negotiating globally. A noteworthy feature of this discussion is a country-specific economic, political, and educational summary of the countries with which the United States does most of its business. Conversely, Chapter 3 compares and contrasts cultural values, including work attitudes, religious influence, and individualism versus collectivism. After reading about different cultural values, norms, and customs, Chapter 4, “Cultural Shock” is a nice follow-up. Chaney and Martin explain that even the most seasoned international business traveler experiences culture shock. This chapter explains what culture shock is and identifies its different stages, with suggestions for minimizing shock. The authors suggest that executives should consider elements such as personality traits when selecting employees to conduct business internationally. For example, personality traits such as adaptability, flexibility, and high self esteem are listed as important to a successful international business sojourn (p. 77).
After discussing cultural commonalities, differences, and personality traits of successful employees in an international business setting, Chaney and Martin turn their focus to written, verbal, and nonverbal forms of communication (Chapters 5-7). Chapter 5 explains different forms of verbal interaction, including parables, proverbs, translation problems, and conversation taboos. Table 5-1 (p. 101) provides a convenient overview of appropriate and inappropriate conversation topics by country. In Austria, for example, it is appropriate to talk about professions, cars, and music, but money, religion, and divorce are listed as taboo.
In addition, although most business communication is conducted verbally, nonverbal communication can, perhaps, be even more important. Nonverbal communication, such as body language, facial expressions, and gestures can greatly enhance oral communication, or—if not handled successfully—can result in disaster for the company. In Chapter 6, Chaney and Martin have added a new subsection, titled “Nonverbal Leakage,” that focuses on unsuccessful nonverbal communication. They define “nonverbal leakage” as something that occurs “when people are unsuccessful in their attempt to control the messages sent by their behavior, gestures, facial expressions and other nonverbal communication” (p. 130). The chapter concludes with a country-specific summary of nonverbal communication guidelines from the top 10 countries with which the United States conducts the majority of its business, ranging from Canada, China, and South Korea to Taiwan and the United Kingdom (pp. 131-134).
The last section on communication (Chapter 7) covers written communication patterns in letters, facsimiles, and resumes. Written communication can vary in tone and style from country to country, reflecting cultural norms and differences. Chaney and Martin recommend writing in the particular style of the country in which one is conducting business, and they include several country-specific examples of letters, faxes, and emails.
When conducting business abroad, knowledge of oral and written communication styles is certainly important, but, as Chaney and Martin explain, it is also imperative to understand what is acceptable and not acceptable in social situations (p. 161). Chapters 8 and 9 focus on business etiquette and social customs. Etiquette such as business card exchanges, dining practices, tipping, and gift giving are covered. In addition, it is important to be knowledgeable about work customs and practices. In the United States, for example, it is expected that employees start work promptly and stay busy even during slow periods (p. 195); this attitude that “time is money” is reflected in a typical 8-hour shift, where only two breaks of 10 to 15 minutes—one in the morning and one in the afternoon—are allowed. However, it can be customary in many countries, especially in Europe, to take long breaks of 20 minutes or more that include drinking beer or wine. Chaney and Martin explain that a lack of knowledge of such practices can be detrimental to successful foreign mergers and operations. Similarly, Locker and Kienzler (2010) pointed out that U.S. executive’s lack of knowledge of customary beer breaks for German workers led to the multibillion-dollar blunder of the 1998 Daimler-Benz Chrysler merger (p. 125).
Proficiency in understanding communication patterns and social etiquette is a large part of conducting business abroad. However, the most difficult strategy to master may be the negotiation process. Chapters 10 and 11 explain the intercultural negotiation process and its many components. Chapter 10 focuses on the steps, strategies, and mistakes commonly made during negotiations, such as using unfamiliar or slang words and failing to read nonverbal cues. Chapter 11 compares and contrasts different negotiation styles across cultures while also explaining stereotypes that can affect negotiations. As in previous chapters, Chaney and Martin include a helpful table to support their discussion, here providing a well-organized summary of the negotiation styles of different countries (p. 240). The book closes in Chapter 12 with a summary of laws that affect international business and travel, from technology laws to employment laws to global patents and ethics. The end of this chapter warns readers that they must be knowledgeable about the laws in the countries that they plan to visit and gives country-specific advice to make traveling abroad safer and easier.
Overall, this new edition of Intercultural Business Communication is a very practical, straightforward guide to the subject. I highly recommend it as a primary source for any college-level business communications course. Instructors will appreciate end-of-chapter tests for assessment of ideas and situations presented, as well as case studies and questions for further class discussion. This book is also an excellent reference work for anyone working, or planning to work, internationally. The only drawback to this textbook is that all the illustrations are in black and white; colorful, modern photos would have enhanced the text and examples. Overall, however, this edition of International Business Communication is a comprehensive text that clearly presents some of the larger concerns of intercultural discourse through the lens of the business world.