Intercultural Communication for Global Business:
How Leaders Communicate for Success
BOOK OUTLINE
Forward
Preface
PART 1
FOUNDATIONS OF INTERCULTURAL COMMUNICATION
Chapter 1: Culture in Business Contexts
Chapter Overview
Learning Objective
Key Takeaways
Leadership Applications
a. Introduction
• A Cultural Faux Pas
• Whose Rules?
• Our Changing World
b. Why is Culture Important in Business?
c. A Rationale for Culture Learning
• What is Culture
o Some Definitions
d. Cultural Metaphors
• Significance
• What We Can Learn
e. Historical Foundations of Intercultural Communication
• Understanding the Field of Management’s Four Legs
o Anthropology
f. Defining “Intercultural,” “Cross-cultural,” and “International”
g. Summary
• Putting Things into Perspective
h. References
i. Case1: Wal-Mart Germany: Corporate Formula Does Not Fit the German Culture
PART 2
SELF-AWARENESS IN INTERCULTURAL COMMUNICATION
Chapter 2: Cultural Competence for Leaders
Chapter Overview
Learning Objective
Key Takeaways
Leadership Applications
a. Introduction
b. Emotional Intelligence (EQ) and Cultural Intelligence (CQ)
• Emotional Intelligence
• Cultural Intelligence
c. Components of Cultural Intelligence
• The Cultural Intelligence Model
d. Example of the Model of Cultural Intelligence
• Knowledge
e. Ethnocentrism and Enculturation
• Social Psychology Foundation
e. Unconscious Bias
f. Cultural Sense-Making
• Framing the Situation
f. Cultural Bridging
g. Summary
h. References
i. Case 2.1: Appropriating the Samoan Culture: Another Nike Cultural Faux Pas
Chapter 3: Culture and Identity
Chapter Overview
Learning Objective
Key Takeaways
Leadership Applications
a. Introduction
• Cheerios and Coca Cola Commercials
b. Individual Identity
• Who Am I?
c. Social and Cultural Identities
d. Identity Negotiation
e. Uncertainty Anxiety Management
f. Group Membership
• Ethnicity
• Race
g. Summary
h. References
i. Case 3.1: Cheerios Commercial: 30 Seconds that Caused 30 Days of Controversy
PART 3
CONCEPTS OF INTERCULTURAL COMMUNICATION
Chapter 4: Cultural Frameworks and Foundations
Chapter Overview
Learning Objective
Key Takeaways
Leadership Applications
a. Introduction
• Why We Need Cultural Dimensions
• Understanding Human Values
b. Hofstede’s Six Cultural Dimensions
• Power Distance
o Saudi Women Vote
• Individualism/Collectivism
o Familismo
o Educational Systems
• Uncertainty Avoidance
o Greek Debt Crisis
• Masculinity and Femininity
o Nordic cultures
o Japanese valentines—A Cross-Cultural Comparison
• Long-Term/Short-Term
o Siddhartha River of Life
• Indulgence/Restraint
o Baby Boomers and Millennials
c. Challenges to Cultural Dimension Theory
e. Summary
f. References
g. Case 4.1: Best Buy: Is China Ready for the Big Box?
5. Culture and Context in Communication
Chapter Overview
Learning Objective
Key Takeaways
Leadership Applications
e. Introduction
• It’s All About Frame of Reference
f. Frame of Reference
• Miscommunication in International Business Blunders
• Triangle of Meaning
o Ogden and Richards’ Model
• Lost in Translation
g. Context and Communication
• Edward T. Hall
• Low-Context Communication
d. Monochronic & Polychronic Time
• Monochronic
• Polychronic
e. Space
• The Cultural Anthropology of Traffic Patterns
Chapter 6: Culture and Worldview
Chapter Overview
Learning Objective
Key Takeaways
Leadership Applications
a. Introduction
• Nike Air Bakin’ Goes Up in Flames
b. Worldview
• Definition
c. Value Orientations Model
• Kluckhohn & Strodtbeck Orientations
• Examples of Value Orientations
d. Overview of World Religions and Belief Systems
e. Perception and Culture
• The Science of Perception
• Culture’s Influence on Perception
• Games of Perception
• Food and Perception
f. Stereotypes and Mental Representations
• Definition of Stereotype
• Prototypes
i. Summary
j. References
k. Case: 6.1: Nike: Air Bakin’ Blunder and the Council on American-Islamic Relations
Chapter 7: Culture, Cognition, Reasoning
Chapter Overview
Learning Objective
Key Takeaways
Leadership Applications
c. Introduction
• A Case of Linear Versus Systemic Thinking
c. Historical and Philosophical Backgrounds of the East and West
• Eastern Orientation
o Eastern Orientation in Religion and Philosophy
▪ Confucius
f. Summary
g. References
h. Case 7.1: Groupon: Advertising at Super Bowl XLV
Chapter 8: Culture and Leadership
Chapter Overview
Learning Objective
Key Takeaways
Leadership Applications
a. Introduction
• Case: What Would You Do?
• Cultural Myth #1
o Customs may differ, but we are all basically the same deep down inside.
b. The GLOBE Study of 62 Societies
• GLOBE Study Leadership Styles
• GLOBE Study Cultural Dimensions
• GLOBE Study Society Clusters
c. Overcoming the four cultural myths as a global leader
• Using the GLOBE Study
d. Conclusion
• Model of Cultural Competence Revisited
e. References
f. Case 8.1: Brew Time: Starbucks in the Indian Market
***
INSTRUCTOR NOTES
Introduction
Intercultural Communication for Global Leaders brings together both the foundational as well as
newest theories in intercultural communication in a concise and practical manner. It specifically
focuses on communication as the foundation for all management and global leadership.
• It is compact and deals with the underlying theory of intercultural communication and
its practical application in the workplace.
• Its purpose is to give the learner—whether business students or professionals—the
Our foundation rests on your own reflection regarding who you are as an intercultural
communicator.
Intercultural Communication for Global Leadership uses this developmental process to help
learners grasp both theories and application. Why, you may ask, is only the last chapter
dedicated to leadership?
1. FOUNDATION:
Identify intercultural
concepts and why they
matter.
2. AWARENESS:
Identify personal
developmental issues
for reflective practice.
3. OWNERSHIP:
Discover personal
preferences for
communication.
4. PRACTICE:
Apply concepts,
awareness, and
ownership to real-life
situations.
1. Culture in
Business Contexts? 2. Cultural
Competence 3. Cultural Identity 4. Cultural
Frameworks
This book looks at both culture-general and culture-specific applications to business in
particular and the professions in general. The culture-general approach acknowledges that it is
not possible to know everything about everyone.
• The book provides some of the latest theories on cultural dimensions based upon
research in anthropology, sociology, psychology, and communication.
Why the focus on communication? There are many books already on the market for
international business and international management.
• Communication is the most fundamental aspect of doing business—without it you
Defining Intercultural Communication
• Intercultural communication comes from the social psychological approach and is about
emotional intelligence and cultural intelligence—the ability to monitor emotions and
behaviors in one’s self and in others.
The specific focus on communication in this text is critical to helping us develop our cultural
intelligence by assessing our own awareness as well as an awareness of others. Without it,
one’s particular functional expertise will encounter many obstacles and challenges. Through
definitions, examples, and illustrations, you will chart the course for your own learning and
development. The text is divided into three parts:
Chapter 1: Culture in Business Contexts lays the foundation for the text by discussing the nature
of globalization and evolving demographics. It provides a rationale for culture learning—the
cultural imperative of the 21st century—and attempts to define the elusive nature of culture.
Chapter 3: Culture and Identity asks the question—What is your individual cultural identity
which is made up of cultural, personal, and relational aspects of how you were socialized while
growing up? The chapter examines such influences as ethnicity, language, gender, age,
disability, social class, education, religion, and roles.
Chapter 4: Cultural Frameworks explains the theory behind cultural dimensions and looks at
Chapter 5: Culture and Context in Communication is about the socio-cultural aspects of using
Chapter 6: Culture and Worldview returns to the discussion of attitudes, beliefs, and values by
looking at the concept of worldview. This chapter asks the questions that define worldview:
What is reality? Who are humans? What is truth? What values are important?
Summary: in a nutshell, this book is about:
• Developing awareness that will lead to one’s curiosity for gaining more knowledge—
both broad and specific—in order to reflect and put into practice what one is learning.