Cross- cultural Communication This page intentionally left blank

partner usually has the benefit of the familiarity and stability provided by 
the corporate culture of the working environment.
Training courses
 Cross- cultural awareness
The sensitivity to cultural differences has become increasingly important with 
the development of globalization and the move towards strategic alliances, 
including IJVs. Training includes general cultural sensitization, during which 
those attending are encouraged to acknowledge their own personal cultural 
‘baggage’, their false perceptions, the danger of stereotyping and ethno-
centrism. They learn that their own behaviour is largely rooted in their own 
culture and thus acquire an understanding of how people in other cultures 
see them. Where appropriate, potential areas of conflict between local and 
Western values should be covered.
 Country- specific briefings
These are usually the main core of preparatory training, covering geogra-
phy, history, the current political and economic background as well as the 
cultural norms of the host country. The briefing could also cover such prac-
tical knowledge as the costs of living, local banking, socializing with hosts, 
children’s education, local customs and taboos, personal security and health 
and hygiene. For the business partner, advice will be given on such aspects 
as local business law, business etiquette, communication skills, an overview 
of the country’s society, economy and politics, local business practices, 
the extent of bureaucracy and, if applicable, corruption and relations with 
host nationals at work. This is mainly practical advice aimed at developing 
understanding and respect, and explaining why there are differences in the 
way in which business is conducted. A simple checklist of ‘do’s’ and ‘don’ts’ 
is not enough.
Language training
This is an obvious but much- neglected area of training. It is often provided 
too late and for too short a time. Language has a symbiotic relationship 
with culture and a reasonable degree of fluency in the local language helps 
social intercourse, aids understanding of cultural nuances and signals a 
willingness to make the effort to integrate. If time is limited, emphasis 
prior to departure overseas should be on teaching ‘survival’ elements and 
building confidence to encourage further learning on arrival. Whenever 
possible, tuition should be given by native speakers and ideally both the 
employee and the spouse/partner should participate. Language is, however, 
more than words – it includes body language, tone and tempo, all of which 
have cultural nuances. These need to be explored and practised to avoid 
causing offence.

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110 Cross-Cultural Communication
Negotiating skills
This specialized training develops skills in negotiating across cultures. 
Aspects such as setting agendas, organizing meetings, reaching agreement, 
the question of ‘face’ and the use of interpreters are covered. Westerners 
have much to learn in these areas as they tend to be relatively poor listeners, 
often appearing impatient and too direct. These characteristics can some-
times be offensive to other cultures. Negotiating training allows participants 
to practise and experiment with the communication style necessary for their 
new environment. A further development of such training is the building 
and sustaining of multicultural teams where the establishment of a climate 
of mutual trust and confidence across the cultures is essential. These aspects 
are considered in more detail in Chapter 9.
Transfer of skills and knowledge
Ensuring the effective transfer of skills and knowledge from one culture to 
another is of direct relevance to aid workers, project directors and those 
involved in ‘turnkey’ projects and joint ventures. Successful transfer relies 
on sensitive awareness of the host culture and the importance of building a 
relationship of trust, which involves understanding the local customs and 
traditions that may influence the ways in which skills are transferred. This 
aspect is covered in more detail in Chapter 13.