Non-verbalcommunicationininterculturalbusinessnegotiations0A0A.pdf

Non-verbal communication in intercultural business negotiations
Teodorescu, Adriana. Calitatea, suppl. Supplement of Quality – Access to Success Journal:
Acces la Success; Bucharest Vol. 14, Iss. 2, (May 2013): 259-262.
PDF
Cite
Full text
Full text – PDF
Abstract/Details
Abstract
Translate
In intercultural business negotiations, awareness of intercultural differences is a vital issue.
Businessmen acting and negotiating in intercultural environments need to consider
culture-related aspects and pay attention to specific patterns of thinking, feeling, and behaving
which vary across cultures. In all business negotiations, non-verbal communication plays a key
role alongside verbal communication. Non-verbal communication includes body posture,
gestures, facial expressions, eye contact, touch, body distance, etc. Gestures and body
language communicate as effectively as words. Non-verbal communication is culturebound and
body language and gestures have to be interpreted according to the appropriate cultural
context. [PUBLICATION ABSTRACT]

More
Full Text
Translate
Headnote
Abstract

In intercultural business negotiations, awareness of intercultural differences is a vital issue.
Businessmen acting and negotiating in intercultural environments need to consider
culture-related aspects and pay attention to specific patterns of thinking, feeling, and behaving
which vary across cultures. In all business negotiations, non-verbal communication plays a key
role alongside verbal communication. Non-verbal communication includes body posture,
gestures, facial expressions, eye contact, touch, body distance, etc. Gestures and body
language communicate as effectively as words. Non-verbal communication is culturebound and
body language and gestures have to be interpreted according to the appropriate cultural
context.

Keywords: communication, non-verbal communication, intercultural negotiations, body language

1. Intercultural communication – an overview

Communication is a fundamental tool and underpins all areas of human interaction. Human
communication is a complex process and has been defined in various ways, but generally it
refers to the act of conveying meaningful information, and takes place between a sender and a

receiver. People communicate with each other in a variety of ways according to the message
they want to convey and the context in which communication takes place.

Intercultural communication is defined as communication taking place between people with
different cultural and national backgrounds, with distinct communication patterns, styles and
preferences, and who do not share the same mother tongue. As Neuliep points out, intercultural
communication is a multifaceted process, a combination of the cultural, multicultural,
environmental, perceptual and socio-relational contexts between people who are encoding and
decoding verbal and non-verbal messages (Neuliep, 2003). Each individual is characterized by
specific patterns of thinking, feeling, and behaving acquired throughout his life, starting within
the family and continuing at school, at the workplace, and eventually in the social environment
in which the individual lives. All these patterns of thinking, feeling, and acting define each
individual’s culture, that ”particular mental software”, as Hofstede has called it. (Hofstede et al.,
2010)

As Samovar & Porter assert, cultures differ from one another, and consequently the
communication practices and behaviours of people from different cultural backgrounds will vary
considerably. Thus, “cultural perceptions and symbol systems are distinct enough” to impede
the communication process between people in an intercultural context (Samovar & Porter, 1997,
70). Cultural differences manifest themselves in various ways, and vary according to each
group’s values and practices. Thus, a variety of communication problems may arise in
intercultural negotiation from the differences between values and practices among cultures.
Therefore, business people interacting with other cultures have to learn about those cultures,
about their values, beliefs, symbols, and rituals. As an outsider, the business negotiator may
never come to share those values and beliefs, but he may get a good understanding of them.
When business partners from different cultural backgrounds meet and exchange information,
they carry with them the values, thoughts, emotions and behaviours cultivated by their cultures.
Hence, in to achieve effective business communication within an intercultural
environment, the interactants have to understand and apply the values, symbols, and rituals of
the other culture. Awareness and understanding of cultural differences is vital in an intercultural
communication environment because, as Gibson contends, cultural differences may impede the
communication process: “Communication can be very difficult if there is a big difference
between the two cultures; if there is too much ‘cultural noise’, it can break down completely”
(Gibson, 2002: 9).

In business intercultural communication, participants need to take into account the fact that they
are dealing with individuals, and there are always exceptions to every rule. There are cultural
patterns which work as a guideline and prevent basic intercultural misunderstandings, but at the
same time one should adapt them to each individual and stay open to new experiences and
practices. For example, the Japanese are typically seen as polite, quiet, reserved partners, who
take their time before reaching a decision, while American businessmen are well-known for the
speed with which they close a deal, but these rules do not always apply.

2. Intercultural business negotiations

Business negotiation is a major component in a world where business is negotiation. The
business world is a permanent negotiation between business people who defend their own
interests. They negotiate in to sell, , close a deal, etc. Good negotiation skills involve
more than the mere knowledge of some business strategies and principles, or negotiation
techniques. It also involves knowledge of cultural elements and their appropriate use depending
on the cultural environment the partner belongs to.

When negotiating with foreign partners, businessmen have to consider the special features of
the international environment, identify intercultural differences and factors that may influence
their partners’ behavior and decision-making. Negotiating with people from different cultural
environments require preparation, planning, patience, flexibility, and indepth knowledge of
intercultural issues that may affect the negotiation process. Even when both business partners
speak the same language, and share basically the same interests, it may be not enough to
really understand each other and to come to the appropriate conclusions for both sides.

Intercultural negotiation requires also cultural sensitivity for both parts, which involves more than
appropriate greetings, table manners, dress and business card etiquette, etc. Real intercultural
sensitivity requires understanding of thought patterns, hierarchy of values and relativity of what
“the right way” is. More than often, negotiations may fail due to cultural misunderstandings than
to inappropriate clothing or greeting manners. Differences in the ways of thinking and of
values may cause disagreements in intercultural business negotiations. Intercultural research
and business experience has proved that the most common areas of misunderstandings in
intercultural negotiations include different attitudes toward the idea of time and its importance,
perceived purpose of the negotiations, communication style, understanding of non-verbal
communication.

3. Non-verbal communication

Non-verbal communication refers to any kind of communication not involving words. When the
term is used, most people think of facial expressions and gestures, but while these are
important elements of nonverbal communication, they are not the only ones.

Body language is a form of nonverbal communication, which includes body posture, gestures,
and facial expressions. Gestures and body language communicate as effectively as words.
Therefore, we should consider it as an important part of non-verbal communication. The
movements of our arms, hands, etc. stand for another way in which we broadcast interpersonal
data. We move our bodies when communicating because, as research has shown, it helps ease
the mental effort when communication is difficult. Physical expressions reveal many things
about the person using them. For example, gestures can emphasize a point or relay a message,
posture can reveal boredom or great interest. We all use gesture to reinforce an idea or to help
describe something. Body language gives us messages about the other person that we can
interpret at an intuitive level.

Usually body language occurs unconsciously. In intercultural business encounters the quality of
business communication depends a lot on body language. So, businessmen acting globally
should become conscious of their body language, and the information they convey almost
involuntarily. Body language has different meanings in different cultures and people use and
understand it differently, or not at all. The same gesture can mean different things to people
from different cultures. Most gestures do not have universal meanings, but they have specific
connotations in different cultures. For example, the ‘thumbs-up’ sign indicates approval in
France, Russia. However, and it is a rude gesture in Australia, Nigeria, and throughout the Arab
world. The ‘V for victory’ sign means ‘victory’, or ‘two’ in Germany, whereas in Britain or Canada
it means ‘victory’ if the palm is facing outward; it can be taken as an insult if the palm is facing
inward. In Australia, it is considered a rude gesture. In New Zealand, this sign is rude and it is
considered obscene when done with the palm facing inward.

Eye contact

Looking someone in the eye is considered as a sign of honesty and interest in some cultures.
However, in other cultures, this can be taken as a sign of disrespect. Firm eye contact can
indicate that a person is thinking positively of what the speaker is saying. Lack of eye contact
can indicate negativity. Eye contact can also be a secondary and misleading gesture because
cultural norms about it vary widely. A harsh or blank facial expression often indicates outright
hostility. The length of time that it is acceptable to maintain direct eye contact varies from one
country to the next. Failure to meet an Austrian’s or a German’s gaze will give the impression
that you are not trustworthy. Extended, direct eye contact is expected while talking. For
Australians, strong eye contact is very important, as it suggests an honest interlocutor. Direct
eye contact is also appreciated in Canada, Finland, the USA, although it should not be too
intense. However, direct eye contact is not the norm in Japan.

Touch

Touch has different meanings in different cultures. In Thailand, it is offensive for strangers to
touch the top of a child’s head because the head is the home of the spirit or soul. In western
countries, it is very common to affectionately touch the top of a child’s head. How often, where,
and how people touch each other varies widely across cultures. Touch can convey
encouragement, appreciation, friendship, or on the contrary, it can be seen as inappropriate and
harassing. Even in business contexts there are great differences. In the USA, the touching of a
female employee, whether innocently or otherwise, has led to law suits for sexual harassment.
How often and when people shake hands also varies widely. Hugging and kissing are seen as
appropriate forms of greeting in some cultures. In Greece, a handshake, a kiss, or an embrace
can all be encountered even at first meetings.

Body distance

Body distance, meaning how close you get to people while talking or interacting with them,
varies widely across cultures. While in the USA the ‘comfort zone’ is about an arm’s length, in

Latin America people tend to get closer to each other. British Canadians are uncomfortable
standing any closer to another person, whereas French Canadians may stand slightly closer.
Brazilians are generally friendly and outgoing and communicate in extremely close proximity.

Conclusions

Negotiation plays a critical role in international business as it is at the core of all international
mergers, joint-ventures, imports, exports, etc. All international business negotiations involve
representatives from different cultural business environments. Thus, the role of intercultural
communication is paramount to achieve mutually agreeable solutions within a negotiation. As
part of intercultural business communication, non-verbal communication has proved to be
central to successful business encounters. The way business partners interpret non-verbal
elements such as body language, eye contact, touch, etc., may have a noteworthy impact on
the final outcome of a business negotiation. Therefore, intercultural awareness is a key element
to all business communication. In spite of globalization, there is no one-and-only universal
approach for doing business and each culture has its own best way. In all intercultural business
negotiations, culture will be an issue to be considered, as each business partner brings to the
communication process his own perceptions, prejudices, values, skills, competencies and so
on. Intercultural encounters can reveal unanticipated problems as well as new perspectives and
business advantages.

References
References

1.Gibson, R., (2010), Intercultural Business Communication, Oxford, Oxford University Press.

2.Hall, E. T., Hall, M. R., (1990), Understanding Cultural Differences, Yarmouth, ME: Intercultural
Press Inc.

3.Herring, S. C., (1996), Computer-Mediated Communication: Linguistic, Social and
Cross-Cultural Perspectives. Pragmatics and Beyond series, Amsterdam: John Benjamins.

4.Hofstede, G., Hofstede, G. J., Minkov, M., 2010, Cultures and Organizations: Software of the
Mind: intercultural cooperation and its importance for survival, 3rd ed., New York, McGraw Hill.

5.Neuliep, J. W., (2003), Intercultural Communication: A Contextual Approach, 2nd ed., Boston,
Houghton Mifflin Co.

6.Samovar, L.A., Porter, R. E., (1997), Intercultural communication: A reader, Belmont, Ca:
Wadsworth Publishing Company.

7.Teodorescu, A., (2012), Intercultural Communication Patterns and Language Use in Computer
Mediated-Communication, Studii si cercetari filologice – Seria limbi straine aplicate, nr. 11/2012,
Pitesti University Publishing House;

8.Teodorescu A., (2011), Business English in Intercultural Business Communication, Language
and Literature, European Landmarks of Identity, Pitesti.

AuthorAffiliation
Adriana TEODORESCU

“Dimitrie Cantemir” Christian University

Faculty of Tourism and Commercial Management, Constanta

[email protected]

Word count: 2009
Copyright Romanian Society for Quality Assurance May 2013