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ERIC Number: ED384079
Record Type: Non-Journal
Publication Date: 1992-Oct-30
Pages: 10
Abstractor: N/A
Reference Count: N/A
International Communication: A Multicultural Challenge for the Professional in Multinational Organizations.
Neff, Bonita Dostal
In 1990 Daniel Bellack advised in an article that business people should "give up the search for the fabled 'global customer.' There's no such thing. Instead, be sure you understand each local market--it's custom, culture, and, of course, language." Understanding each local market is a big challenge for the communication professional in a multicultural organization, especially when American business is known more for its ethnocentrism and ignorance of culture generally. There are various levels of knowledge demanded for going international. First, there is knowledge of culture. Cultures can differ very widely in their attitudes toward being on time, making accommodations for family matters, or practicing small talk with colleagues. Second, there is knowledge of foreign languages, one of the most highly rated requirements for going global. Third, there are skills in multicultural negotiation. A contrasting list of different norms of behavior from the United States and Japan shows just how different cultures can be. The most qualified for an international public relations role may be "she" who has the qualities of flexibility, interpersonal skills, and patience. From early on in Western culture, women are trained to have these qualities. A list of the qualities respected in a negotiator from a range of cultures--from Indians to Arabs--further underscores the diversity of cultural approaches. Contains 10 references. (TB)
Publication Type: Opinion Papers; Information Analyses; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A