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Intercultural Communication Name of the project Development of Education at the Silesian University in Opava Registration no. of the project CZ.02.2.69/0.0./0.0/16_015/0002400 Intercultural communication Distance learning study materials Patrik Kajzar, Martina Chylková Karviná 2019 Subject: Culture, Business, Marketing and advertising, Languages. Key words: Intercultural communication, interdisciplinary field, verbal and non-ver- bal interaction, communication competence, culture, knowledge, essen- tials skills, communication techniques, business communication, CV. Annotation: The study text Intercultural Communication is for students of regular and distance study, mainly for the students with an interest in dealing with situations that are connected with intercultural surroundings and leading business on globalized market. It focuses on doing business in intercul- tural environment with the emphasis on specifics of chosen cultures. It enlarges the knowledge of cultural awareness needed for a business career. The text emphasizes culture specifics influencing successful communication with clients and professional terminology related to customer care, services, and spoken and written communication in En- glish. It is divided into 12 chapters dealing with topics of culture dimen- sions, division of cultures, verbal and non-verbal communication, business communication, etiquette, meetings and negotiations, and dea- ling with written communication as well. © Silesian University in Opava School of Business Administration in Karviná Authors: Ing. Patrik Kajzar, Ph.D. Mgr. Martina Chylková Reviewers: doc. RNDr. Ing. Roman Šperka, Ph.D Mgr. Jana Hejtmánková, Ph.D. ISBN 978-80-7510-376-5 Patrik Kajzar, Martina Chylková - Intercultural communication Table of contents INTRODUCTION ............................................................................................................... 5 QUICK OVERVIEW OF STUDY TEXT ........................................................................... 6 1 INTERCULTURAL COMMUNICATION AND ITS SPECIFICS ........................... 7 1.1 Introduction to Intercultural Communication ....................................................... 7 1.2 Intercultural communication and its specifics ..................................................... 10 1.3 Language and culture .......................................................................................... 13 1.4 Culture values and their impact on communication in marketing ...................... 15 2 CULTURE DIMENSIONS AND THEIR APPLICATION IN MARKETING........ 19 2.1 Introduction to culture dimensions ...................................................................... 19 2.2 Hofstede´s cultural dimensions and practical application in marketing ............. 21 2.3 Case studies illustrating various aspects of culture dimensions .......................... 29 3 BUSINESS ORGANIZATION AND CULTURE .................................................... 36 3.1 Culture, cultural and cross-cultural awareness .................................................... 36 3.2 National identity .................................................................................................. 42 4 DIVISION OF CULTURES ...................................................................................... 48 4.1 Division of cultures, cultural intelligence ........................................................... 48 4.2 Division of cultures according to Hofstede, Trompenaars and Lewis ................ 52 5 VERBAL AND NON-VERBAL COMMUNICATION ........................................... 62 5.1 Verbal communication ........................................................................................ 62 5.2 Non-Verbal Communication ............................................................................... 66 6 EFFECTIVE COMMUNICATION........................................................................... 74 6.1 Introduction to effective communication ............................................................ 74 6.2 Communication techniques and barriers of communication ............................... 77 7 BUSINESS COMMUNICATION ............................................................................. 84 7.1 Business communication ..................................................................................... 84 7.2 Presentation skills ................................................................................................ 86 7.3 Telephone skills................................................................................................... 89 7.4 Specifics of chosen cultures ................................................................................ 93 3 Patrik Kajzar, Martina Chylková - Intercultural communication 8 BUSINESS ETIQUETTE ................................................................................... 96 8.1 Business etiquette ................................................................................................ 96 8.2 Greetings and small talk ...................................................................................... 97 8.3 Specifics of chosen cultures .............................................................................. 101 9 MEETINGS ............................................................................................................. 104 9.1 Characteristics of a successful meeting ............................................................. 104 9.2 Agenda .............................................................................................................. 106 9.3 Chairing and leading discussion ........................................................................ 107 9.4 Specifics of chosen cultures .............................................................................. 111 10 NEGOTIATIONS .................................................................................................... 114 10.1 Types of negotiations..................................................................................... 114 10.2 Stages of negotiations .................................................................................... 115 10.3 Specifics of chosen cultures .......................................................................... 120 11 WRITTEN COMMUNICATION – CV, EMAILS, REPORTS, COMPLAINTS .. 123 11.1 Applying for a job.......................................................................................... 123 11.2 Writing emails ............................................................................................... 127 11.3 Reports ........................................................................................................... 129 11.4 Complaints ..................................................................................................... 130 12 WRITTEN COMMUNICATION II – ADVERTISING, QUESTIONNAIRE ....... 134 12.1 Advertising .................................................................................................... 135 12.2 Job advertising ............................................................................................... 137 12.3 Questionnaire ................................................................................................. 138 THE LIST OF LITERATURE......................................................................................... 141 SUMMARY OF THE STUDY TEXT ............................................................................ 148 OVERVIEW OF AVAILABLE ICONS ......................................................................... 149 4 Patrik Kajzar, Martina Chylková - Intercultural communication INTRODUCTION The submitted study text Intercultural Communication is designed for students of re- gular and distance study for all programmes, mainly for the students with an interest in dealing with situations that are connected with intercultural surroundings and leading business on globalized market. The text emphasizes culture specifics influencing successful communication with clients and professional terminology related to customer care, services, and spoken and written communication in English. To be able to pass the course successfully, students must prove that their command of English corresponds to the level B1/B2 in all language dimensions. Students are recommended first to find out information about icons, abbreviations and symbols used in the study text. A list of them is available at the end of the text. Students are provided with so-called distance elements – Questions, Answers, To remem- ber, Check questions, etc. Checking questions are aimed at practising useful phrases and vocabulary, For interested persons encourages further searching for information to be discussed in seminars. There is a Final test available at the end of the chapter to revize some important facts explained in the chapter. Students are helped with information, navigation and orientation symbols when a quick insight into a topic is needed. It is also necessary to pay attention to comments and referen- ces related to publications, textbooks, etc. where specific grammar phenomena are presen- ted in more details. Authors. 5 Patrik Kajzar, Martina Chylková - Intercultural communication QUICK OVERVIEW OF STUDY TEXT The study text Intercultural communication is divided into 12 chapters providing the students with an introduction of doing business internationally. The first six chapters are theoretical, which is needed for understanding the second part of the study text with the emphasis on practical approach to each
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