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 Cross- Cultural Communication 

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Cross- Cultural 
Communication
Theory and Practice
Brian J. Hurn and Barry Tomalin

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© Brian J. Hurn and Barry Tomalin 2013
Foreword © Jack Spence 2013
All rights reserved. No reproduction, copy or transmission of this
publication may be made without written permission.
No portion of this publication may be reproduced, copied or transmitted
save with written permission or in accordance with the provisions of the
Copyright, Designs and Patents Act 1988, or under the terms of any licence
permitting limited copying issued by the Copyright Licensing Agency,
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Any person who does any unauthorized act in relation to this publication
may be liable to criminal prosecution and civil claims for damages.
The authors have asserted their rights to be identified as the authors of this work 
in accordance with the Copyright, Designs and Patents Act 1988.
First published 2013 by
PALGRAVE MACMILLAN
Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited,
registered in England, company number 785998, of Houndmills, Basingstoke,
Hampshire RG21 6XS.
Palgrave Macmillan in the US is a division of St Martin’s Press LLC,
175 Fifth Avenue, New York, NY 10010.
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and has companies and representatives throughout the world.
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managed and sustained forest sources. Logging, pulping and manufacturing
processes are expected to conform to the environmental regulations of the
country of origin.
A catalogue record for this book is available from the British Library.
A catalog record for this book is available from the Library of Congress.
ISBN 978-1-349-35148-0 ISBN 978-0-230-39114-7 (eBook)
DOI 10.1057/9780230391147

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v
Contents
List of Figures vi
Foreword by Professor Jack Spence, OBE viii
Preface xii
Acknowledgements xiv
List of Abbreviations xvi
About the Authors xviii
1 What is Cross- Cultural Communication? 
1
2 Key Thinkers in Cross- Cultural Communication (1) 
20
3 Key Thinkers in Cross- Cultural Communication (2) 
47
4 The International Use of English
62
5 Developing 
Cross- Cultural Communication Skills 
78
6 Selection and Preparation for Foreign Assignments 
98
7 Leadership Across Cultures 
125
8 International Team Building and Teamworking 
141
9 The Effect of Culture on International Negotiations 
162
10 Multiculturalism 
and 
Diversity 
191
11 Globalization and its Effect on Culture 
208
12 Cultural Diplomacy and Nation Branding 
224
13 Transfer of Skills, Technology and Knowledge 
241
14 Cultural 
Profiling 
and 
Classification 
259
15 Teaching 
Cross- Cultural Communication 
274
Index 294

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vi
List of Figures
1.1 
Culture – what is it? 
4
1.2 Communication 
styles 
7
1.3 
A typical communication problem 
11
1.4 Barriers 
to 
communication 
12
1.5 
Definitions of heaven and hell (mostly apocryphal!) 
15
1.6 The 
STAR 
approach 
17
2.1 Comparison 
of 
high- context and low- context communication 
23
2.2 
Summary of monochronic and polychronic cultures 
27
2.3
High- context and low- context dimensions 
29
2.4 
Hofstede’s four dimensions 
31
2.5 
Selected power distance scores 
32
2.6 Selected 
individualism/collectivism 
scores 
34
2.7 
Selected masculinity and femininity scores 
35
2.8 
Selected uncertainty avoidance scores 
37
2.9 Confucian 
dynamism 
values 
39
2.10 LTO 
scores 
40
2.11 Selected 
sixth 
dimension 
scores 
41
3.1 
The ‘Mole Map’ 
55
3.2 
The Lewis Cultural Model 
57
3.3 
Summary of Lewis’ three types of culture 
57
4.1 
Examples of English ‘borrowings’ from foreign languages 
63
4.2 
The definition of ‘lingua franca’ from the Collins English