IMPROVING COMMUNICATION BASED ON CULTURAL COMPETENCY IN THE BUSINESS ENVIRONMENT by Walter N. Burton III A Dissertation Submitted to the Faculty of The Dorothy F. Schmidt College of Arts and Letters in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy Florida Atlantic University Boca Raton, Florida May 2011 IMPROVING COMMUNICATION BASED ON CULTURAL COMPETENCY IN THE BUSINESS ENVIRONMENT by Walter N. Burton III This dissertation was prepared under the direction of the candidate's dissertation advisor, Dr. Patricia Darlington, School of Communication and Multimedia Studies, and has been approved by the members ofhis supervisory committee. It was submitted to the faculty of The Dorothy F. Schmidt College of Arts and Letters and was accepted in partial fulfillment ofthe requirements for the degree ofDoctor ofPhilosophy. SUPERVISORY COMMITTEE: ~o--b Patricia Darlington, Ph.D. ~.:J~~ Nannetta Durnell-Uwechue, Ph.D. ~~C-~ Arthur S. E ans, J. Ph.D. c~~~Q,IL---_ Emily~ard, Ph.D. Director, Comparative Studies Program ~~~ M~,Ph.D. Dean, The Dorothy F. Schmidt College ofArts & Letters ~~~~ Dean, Graduate College ii ACKNOWLEDGEMENTS I would like to thank the members of my committee Prof. Patricia Darlington, Prof. Nennetta Durnell-Uwechue, Prof. Arthur Evans, and Prof. Angela Rhone for your diligent readings of my work as well as your limitless dedication to the art of teaching. I would like to offer a special thanks to my Chair Prof. Patricia Darlington for your counsel in guiding me through this extensive and arduous project. I speak for countless students when I say that over the past eight years your inspiration, guidance, patience, and encouragement has been a constant beacon guiding my way through many perils and tribulations, along with countless achievements and accomplishments. I am indebted to my family and friends who have always supported my efforts. In the last eight years, words of encouragement have been a constant comfort. This is all possible because I am blessed with a loving, supportive, devoted, and beautiful wife, Kelly, who has a belief in me that has carried me throughout this process. Thank you to my children Beau and Mackenzie, for your unconditional love. I am so very proud to be your father. I am truly blessed to have parents who have given me love and a sense of strength beyond what words can describe. To my sister, Kyra, and brother, Michael, thank you for everything, above all, your unwavering love and support. I would also like to thank Jay, Mary Jane, and Jamie Sullivan for the support, devotion, and affection you show for my family. iii ABSTRACT Author: Walter N. Burton III Title: Improving Communication Based on Cultural Competency in the Business Environment Institution: Florida Atlantic University Dissertation Advisor: Dr. Patricia Darlington Degree: Doctor of Philosophy Year: 2011 The purpose of this study was to show support that certain cultural characteristics of an individual could be identified based on the region where that individual was born and raised. These cultural characteristics were identified and defined, and strategies on understanding these cultural characteristics were reviewed. This study revealed that by focusing on this understanding, trust can be established quickly and it is this trust that is the basis of building any type of relationship. Several different macrocultural systems were examined in this study. These included the United States, Asia, Central and South America, India, the Middle East, and the European Union cultures. These are the largest and the fastest growing regions of the world as well as the locations where most of the newly established business relationships are being formed. The study examined each macrocultural system individually by giving some background information on the culture and reasons for their recent explosive economic growth. iv Upon review of this study, any individual should be able to approach others with the realization that, with some degree of confidence, cultural characteristics of the individual being pursued can be predetermined based on a number of factors. The ability to recognize these factors facilitates a cultural competency that includes the skills and qualities that enable successful outcomes to happen in business contexts where different cultures are interacting. This predetermination will provide a type of blueprint to an individual’s thoughts, tendencies, and even buying patterns. These strategies will reveal ways of sidestepping everyone’s natural tendency to say “no.” By providing this insight into predisposed behavior patterns, most individuals will tend to lower their natural defense barriers and a smooth and effective conversation will follow. Personality types are recognized during or after a conversation, but cultural characteristics can be determined prior to the start of any conversation. Oftentimes, it is too late to try and figure out a personality type to adjust your sales approach or strategy in the middle of a conversation. There are ways to recognize cultural characteristics and incorporate certain strategies simply by knowing where a prospect was born and raised, as well as knowing their ethnicity. v IMPROVING COMMUNICATION BASED ON CULTURAL COMPETENCY IN THE BUSINESS ENVIRONMENT Chapter 1................................................................................................................... 1 Introduction......................................................................................................... 1 Purpose.......................................................................................................... 5 Scope of Study............................................................................................... 7 Background ................................................................................................. 10 Assumptions and Operationalizations .......................................................... 12 Research Questions...................................................................................... 15 Methodology ..................................................................................................... 16 Chapter 2................................................................................................................. 22 Cultural Characteristics ..................................................................................... 22 Basic Cultural Components.......................................................................... 23 Power Distance Index: Small vs. Large Power Distance......................... 23 Individualism vs. Collectivism............................................................... 24 Masculinity vs. Femininity..................................................................... 25 Uncertainty Avoidance Index................................................................. 25 Long-term vs. Short-term Orientation .................................................... 26 High-context vs. Low-context Communication ...................................... 26 Communication in High Context vs. Low Context Cultures ................... 27 vi Today’s Technological Influence on Intercultural Communication......... 28 Language..................................................................................................... 29 Non-Verbal Communication........................................................................ 30 The Importance of a Good First Impression ................................................. 34 The Importance and Evolution of the Handshake ......................................... 39 The Role of Impression Management........................................................... 41 Personality Types in Relation to Cultural Characteristics ............................. 43 Driver .................................................................................................... 44 Analytical .............................................................................................. 44 Amiable ................................................................................................. 45 Expressive ............................................................................................. 45 Chapter 3................................................................................................................. 47 Macrocultural Systems ...................................................................................... 47 Asian Culture............................................................................................... 48 Case Study #1. An Inference of Gift Giving within Asian Business Culture .................................................................................... 60 Latin America.............................................................................................. 67 Latino vs. Hispanic ................................................................................ 69 The Countries in Latin America ............................................................. 70 Argentina ......................................................................................... 71 Brazil ............................................................................................... 72 Chile ................................................................................................ 74 Cuba ................................................................................................ 75 vii Cuban Exiles in America...........................................................