CROSS CULTURE

1. GEC-BHAVNAGAR
CROSS CULTURE
Communication
NIGAM PARSANIYA
PRODUCTION-B
ENROLL MENT NO-130210125078

2. WHAT IS CULTURE?
Sir Edward Tylor’s definition in 1871 (first
use of this term):
“that complex whole which includes
knowledge, belief, art, morals, law, custom,
and any other capabilities and habits
acquired by man as a member of society”

3. -Culture is the arts
elevated to a set of
beliefs."
High Context Culture:- Cultures that
rely heavily on non-verbal and subtle
situational cues in communication.
Low Context Culture:- Cultures that
rely heavily on words to convey
meaning in communication.

4. Four Fundamental
Patterns of Cultural
Difference
Verbal Communication
 Words
 Voice
Non-Verbal Communication
 Gestures
 Postures
 Facial Expressions
 Eye Contact
 Vocal Characteristics
 Personal Appearance
 Touch

5. Why Cross Culture
Communication is
important ?
Globalization: Cross border movement of
people, goods and data brings more and more
cultures into contact with one another and increases
the potential of cross culture communication.

6. ◦ Business Opportunities
◦ Job Opportunities
◦ Improves the contribution
of employees in a diverse
workforce
◦ Sharing of views and
ideas
◦ Talent improvisation
◦ An understanding of
diverse market

7. Improving Cross Culture
Communication

8. Cultural
Generalization vs. Stereotype
Generalization
Never applies to
everyone in every
situation
Only a first “guess”
Discard it when no
longer accurate or
useful
Stereotype
Applies to everyone in
every situation – no
exceptions
Retained even when no
longer accurate or useful

9. 9
Cross-cultural variations
in consumer behaviour
Consumer
behaviour
Language
Demographics
Values
Non-verbal
communicatios
Marketing
strategy

10. 1. Freedom
2. Independen
ce
3. Self-reliance
4. Equality
5. Individualis
m
6. Competition
7. Efficiency
8. Time
9. Directness
10. Openness
1. Belonging
2. Group harmony
3. Collectiveness
4. Age/seniority
5. Group
consciousness
6. Cooperation
7. Quality
8. Patience
9. Indirectness
10. Go-between
Cross-cultural Values