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- International Journal of Management (IJM)
Volume 11, Issue 3, March 2020, pp. 449–456, Article ID: IJM_11_03_048
Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=11&IType=3
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ISSN Print: 0976-6502 and ISSN Online: 0976-6510
© IAEME Publication Scopus Indexed
DEVELOPMENT OF APPROACHES TO
INTERCULTURAL BUSINESS COMMUNICATION IN
THE CONTEXT OF GLOBALIZATION
Svetlana Nikolaevna Kurbakova
Russian State Social University, V. Pika Street, 4/1, Moscow, 129226, Russia
Elena Grigorievna Galizina
Russian State Social University, V. Pika Street, 4/1, Moscow, 129226, Russia
Anastasia Aleksandrovna Karnaukhova
Russian State Social University, V. Pika Street, 4/1, Moscow, 129226, Russia
Natalya Sergeevna Pletneva
Russian State Social University, V. Pika Street, 4/1, Moscow, 129226, Russia
Vitaly Alecsandrovich Kuzminov
Russian University of Transport (MIIT), Obrazcova Street, 9B9, Moscow, 127994, Russia
ABSTRACT
The article is devoted to the development of approaches to intercultural business
communication in the context of globalization. Intercultural business communication is
an art that can be used to overcome the intercultural shock and achieve mutual
understanding with a foreign business partner. Intercultural business communication is
determined not only by social factors but also by stereotypical behavioral conditions of
communicators' cultures. The development of a system of intercultural communication
takes place in the context of the differences in standards, values, thinking, and behavior
that characterize different cultures. In these conditions, harmonious intercultural
communication, as well as business communication, requires understanding stereotypes
of behavior contained in national traditions and their perception. Therefore,
linguoculturology is called upon to reveal, with the help and based on language data,
the basic cultural oppositions enshrined in the language.
Keywords: intercultural business communication, globalization, communication,
behavior, thinking, information, negotiation process, stereotype, tradition.
Cite this Article: Svetlana Nikolaevna Kurbakova, Elena Grigorievna Galizina,
Anastasia Aleksandrovna Karnaukhova, Natalya Sergeevna Pletneva and Vitaly
Alecsandrovich Kuzminov, Development of Approaches to Intercultural Business
Communication in the Context of Globalization, International Journal of Management
(IJM), 11 (3), 2020, pp. 449–456.
http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=3
http://www.iaeme.com/IJM/index.asp 449 editor@iaeme.com
- Svetlana Nikolaevna Kurbakova, Elena Grigorievna Galizina, Anastasia Aleksandrovna
Karnaukhova, Natalya Sergeevna Pletneva and Vitaly Alecsandrovich Kuzminov,
1. INTRODUCTION
Since business negotiation is a special type of social interaction that differs in its goals,
relationships, and norms from other types of communication, it includes various ways of
exchanging information, such as nonverbal signals, verbal messages, subtext, symbols, and
meanings. Therefore, the main feature of business negotiation, namely ritualism, requires a
strict sequence of stages and offers participants a set of standard phrases and speech stamps.
With its help, they strategically and tactically guide the negotiation process.
The effectiveness of business negotiations depends not only on the ability to ask questions
but also on the ability to respond. Interrogative sentences allow the negotiator to manage the
negotiation process and make the right decision. At the same time, hypothetical questions are
used during negotiations to find out how a business partner would react if the other side agreed
to make a concession. Questions are also important in other genres of intercultural business
communication for clarifying the situation, better understanding of the communication partner
and their intentions and interests, as well as traditional request for information.
Therefore, the vocabulary used in intercultural business discourse is mostly neutral.
Although the communication participants, in addition to neutral vocabulary, can also use
emotional-evaluative and expressive figurative means to express the subjective attitude of the
speaker to the subject of speech and the transmission of emotions. In this case, expressiveness,
as a specific category of language in intercultural business communication, is a combination of
several connotative aspects of assessment, emotionality, figurativeness, and intensity.
The research of issues related to the development of approaches to intercultural business
communication in the context of globalization is reflected in the works by N.N. Andreeva
(2013), I.N. Baklan (2013), I.G. Gulyakova (2016), S.A. Mosevnina (2014), I.V. Chernyaeva
(2016), L.S. Shuplyakova (2016), and others. The analysis of the literature on the topic under
study allows identifying the contradictions that prove the necessity to study intercultural
business communication, considering certain tactics of communication.
2. METHODS
The theoretical and methodological basis of the research comprised the abstract-logical method,
methods of induction, deduction, analysis, synthesis, and systematization ― to justify
approaches to intercultural business communication, as well as graphic methods ― to study the
level and trends of using intercultural business communication techniques.
The information basis of the article consisted of the statistical data of state bodies and
legislative and normative documents regulating the features of intercultural business
communication in the context of globalization (Agamirova et al., 2017; Ganyushina et al., 2019;
Shakhmametev, Strelets, Lebedev, 2018).
In the research, we improved approaches to the use of intercultural business communication
and developed measures to coordinate activities between the main participants in intercultural
business communication and approaches to intercultural business communication in the context
of globalization.
3. RESULTS
The studies show that in the oral intercultural business discourse, as well as in the written form,
although to a slightly lesser degree, implicitness is present as a universal characteristic.
Although the degree of emotional coloring of these phraseological units is not very high, they
have an assessing character, i.e. they contain an implicit assessment. Moreover, in the oral
intercultural business discourse, there are both unmarked cliche phrases and stylistically
marked lexical units.
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- Development of Approaches to Intercultural Business Communication in the Context of
Globalization
It would be a great mistake to think that the process of intercultural business communication
is completely unemotional since the activities of any company impose restrictions on the speech
behavior of its employees. It is connected with the strict regulation of the goals of
communication. In this case, intercultural business discourse, as a rule, contains emotionally
neutral vocabulary, as well as vocabulary where one can see an emotional semantic component
that reflects the attitude of the addressee to the addresser, i.e. in such a discursive vocabulary
there are all kinds of meanings.
Moreover, in the speech of American business negotiations, the percentage of the use of
emotionally marked vocabulary is much higher than in British. It happens because of less
regulation of the American business community. In addition, the speech of communicants
during business negotiations affects all participants in communication. Therefore, to make the
influence of business partners’ speech on the participants of communication more open and
effective, we built a general model of the speech situation of business communication (Figure
1).
General model of the speech situation of business communication
Setting Addressee Goal
communication
role relations
notification
number of
unofficial
attendees
affection
official
Figure 1 The general model of the speech situation of business communication
In this case, the speech should contain discursive vocabulary (introductory words,
epenthetic constructions, homogeneous part of the sentence, comparative constructions,
appeals, applications, phrases with nonpersonal verb forms) with the presence of meta-
information to establish, maintain, and develop friendly relations. In these conditions,
discursive vocabulary encourages business partners to watch how effective the communication
process is.
The use of discursive vocabulary is explained by the fact that it contains additional or
alternative information that the speakers want to convey. Explicit discursive vocabulary is
present in complicating constructions ― participial constructions. Such vocabulary is
interesting for expressing socio-cultural characteristics because due to these features, it is
possible to analyze national specifics in intercultural business communication.
The vocabulary also reflects the national-cultural content of the discourse and often
represents a divergence in the linguoculturological aspect. National-cultural features are
expressed not only in the use of specific vocabulary but also in the complete absence of lexical
meanings or denotations typical of other languages. Moreover, there are ethnocultural gaps at
various levels ― lexical, grammatical, morphological, stylistic, verbal, etiquette,
psychological, and nonverbal.
For example, the absence of such an area as exchange trading in the recent past in Russia
has led to the Russian language not having its own terms for such phenomena as securitization
(transformation of slow assets into securities), factoring (purchase of debt obligations), default
http://www.iaeme.com/IJM/index.asp 451 editor@iaeme.com
- Svetlana Nikolaevna Kurbakova, Elena Grigorievna Galizina, Anastasia Aleksandrovna
Karnaukhova, Natalya Sergeevna Pletneva and Vitaly Alecsandrovich Kuzminov,
(a refusal to pay the debt), voucher (written certificate issued in exchange for money). Such
gaps demonstrate the lack of linguocultural information for non-native speakers of language
and culture.
In these conditions, there is a distribution of gaps considering systemic-linguistic belonging
(interlinguistic and intralinguistic), paradigmatic characteristics (general and special), degree
of abstractness of content (subject and abstract), types of nomination (nominative and stylistic),
belonging of the gap to a certain part of speech (part-speech). Although the language of
intercultural business communication is formalized in the British version of the English
language, there are various examples of metaphorical expressions, which is an extremely rare
occurrence for an official business style.
In this case, metaphorical expressions are vivid proof of both the unity of general thought,
concept, and image and the qualitative uniqueness of the image. American English is
characterized by the use of professional and corporate jargon. Knowledge of this lexical layer
and sociocultural factors helps to eliminate typical mistakes and misunderstanding, that is why
these areas have been the focus of attention lately. Language is a serious barrier in intercultural
business communication for representatives of different ethnic cultures.
In the conditions of multicultural communication to a non-native speaker, it is important to
avoid slang expressions, idioms, and colloquialisms. Their use often causes misunderstanding.
Therefore, negotiations are a special branch of human knowledge and activity. In this case,
every sane person should be able to effectively resolve disputes and disagreements so that
public life does not break with every conflict but, on the contrary, is strengthened due to the
growth of the ability to find and develop common interests.
Indeed, in a broad sense, negotiations can include any situation in which two or more parties
agree that there are differences in interests and values between them and in which they want or
have to seek a compromise agreement. In a narrow sense, we consider negotiations to be a
special form of social interaction in which at least two subjects are involved. It assumes that
there is a common problem, differences in approach and assessment of solution methods, direct
personal contact between participant, verbal communication, and a clear structure and protocol
for negotiating activities.
The practice has shown that negotiations, as a genre of intercultural business
communication, differ from a simple exchange of opinions and discussion of issues by the
presence of formalized structures, separation of the parties on the discussed issue, and focus on
the development and adoption of joint solutions. They also involve time duration, stages,
waiting for results (in the form of agreements, commitments, relationship development, etc.)
and possible periodicity.
Intercultural business communication is determined both by social factors and stereotypical
behavioral conditions of communicators' cultures. Participants in business negotiations can use
a foreign language with simultaneous accumulation of cultural knowledge and the ability to
understand the mentality of native speakers of another language. We consider intercultural
business communication to be a system that includes several variables of the communication
process:
- Communication participants (sender or recipient of information; carrier or non-carrier of
the linguaculture; socio-psychological type of each communicator);
- Relations between the communicators (official relations; correlation of value complexes);
- Attitude towards intercultural business communication (experience of business
communication; motive for joining business communication; level of communicative,
linguistic, and cultural competence);
- Form of business communication (mediated/nonmediated, direct/indirect);
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- Development of Approaches to Intercultural Business Communication in the Context of
Globalization
- Channels of intercultural business communication (voice, facial expressions, and
gestures);
- Communication activities (speaking, listening, reading, writing, etc.);
- Intercultural business communication tools (channels, cultural language code,
communication strategies and tactics);
- Context (place, time, sphere of communication, communication interferences);
- Information content parameters (subject matter, dimensional characteristics, speech style,
norms, and genre).
In these conditions, the understanding of oneself as a participant in intercultural business
communication and the experience of interaction between people of different nationalities are
the prerequisites that set communicators up for effective communication. Therefore, the
intention of the speaker as a social motive when entering into business contacts influences the
nature of intercultural business communication. In this regard, the initial positions of the
communicators can be classified as idealizing, neutral, or denying.
Studies have shown how important a phatic function is to the success of the negotiation
process. If the cognitive information concerning the content of linguistic structures in a phatic
statement retreats to the background, it does not mean that the listener does not receive
significant information of index character, i.e. information about the speaker's psychological
contribution and their social status. Moreover, the assessment of the correlation between
cognitive and phatic components of statements depends to a large extent on the specific
situation.
Phatic statements also influence the observance of the norms of speech etiquette, which is
of fundamental importance for a foreigner, especially in such genre as business negotiations.
Due to the intensive development of international cooperation, as well as the increased interest
in professional issues, the speech impact appears in the foreground, which is realized through
certain communication strategies and tactics.
Therefore, a speech strategy covers the whole area of communication construction when it
is aimed at achieving certain long-term results. A speech strategy involves planning the process
of speech communication according to the specific conditions of communication and the
communicators' personalities, as well as implementing this plan, i.e. a speech strategy is speech
actions aimed at achieving a communicative goal (Figure 2).
http://www.iaeme.com/IJM/index.asp 453 editor@iaeme.com
- Svetlana Nikolaevna Kurbakova, Elena Grigorievna Galizina, Anastasia Aleksandrovna
Karnaukhova, Natalya Sergeevna Pletneva and Vitaly Alecsandrovich Kuzminov,
Communication as a complex systemic and
multi-level phenomenon
Substantive and meaningful
Dynamic aspect
aspect
Cognitive component Process duration
Emotional component Process intensity
Behavioral component Subjects' activity
Figure 2 The structure of communication in an intercultural business communication system in the
context of globalization
In these conditions, linguistic manipulation is such a communicative use of language
expressions, in which the model of the world of a native speaker introduces new knowledge
and modifies existing ones, i.e. the process of knowledge ontologization takes place. In
addition, linguistic manipulation is related to the target setting of the speaker ― the subject of
linguistic manipulation. It regulates the activity of the interlocutor, i.e. encourages the
communication partner to start, change, or finish an activity and affects their decision-making
or worldview.
The success of business communication also depends on the chosen communication tactics,
which are a set of means and techniques used to achieve the intended goal. Techniques aimed
at forming communication actions in a communication situation depend on the tactics of
intercultural business communication, which form the rules governing actions aimed at
achieving specific communication objectives.
4. DISCUSSION
The reliability of the presented approaches is confirmed by the fact that each tactic is aimed at
expressing a separate communicative intention of the addressee. The essence of the application
of a particular tactic is to change the parameters in the required direction, assessments, as well
as the speech situation itself. If communication strategies outline the general development of
dialogue, then the tactics show the implementation of this strategy at each stage of the
development of the communication situation in the context of globalization (Fedulin et al.,
2017; Seredina et al., 2017; Zavalko et al., 2018).
Representatives of different nationalities not only take part in business negotiations in
different ways but also treat each other differently. Participants in intercultural business
communication are obliged to act according to the same norms of international communication.
Thus, the emphasis on the language of intercultural business communication, and English in
particular, at all levels of the global education system is driven by the linguistic unity of the
business partners. We are referring to the common language of interaction in intercultural
business communication.
Through communication, the language reflects the mentality and behavior of
communicators, as well as the development of culture and the formation of society and mutual
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- Development of Approaches to Intercultural Business Communication in the Context of
Globalization
understanding between people. With the globalization of not only English but of all spheres of
life, it is possible to speak about the emergence of global business communication between non-
native speakers. The degree of emotional coloring, the use of metaphorical expressions,
professional jargon, and other language and speech tools depends on the English skills of
participants in intercultural business communication ― non-native speakers.
In these conditions, business partners of different nationalities constantly communicate with
each other, resolving issues related to their professional field. However, cultural differences
represent an obstacle to business communication. Factors such as language, linguistic identity,
gestures, traditions, and national character play a decisive role in intercultural business
communication. Knowledge of socio-cultural factors helps to eliminate typical errors and
misunderstandings in intercultural business communication.
5. CONCLUSIONS
To sum up, intercultural business communication is an art that allows one to overcome the
intercultural shock and achieve mutual understanding with a foreign business partner. At the
same time, intercultural business communication is determined not only by social factors but
also by stereotypical behavioral conditions of communicators' cultures.
In these conditions, business partners can use a foreign language while accumulating
cultural knowledge and forming the ability to understand the mentality of native speakers of
another language. The development of a system of intercultural communication takes place in
the context of the differences in standards, values, thinking, and behavior that characterize
different cultures.
In terms of multicultural reality, the process of communication of people from different
linguistic and cultural communities leads to mutual influence and interpenetration of cultures
of members of societies. In these conditions, harmonious intercultural communication, as well
as business communication, requires an understanding of stereotypes of behavior contained in
national traditions and their perception. Therefore, linguoculturology is called upon to reveal,
with the help and based on language data, the basic cultural oppositions enshrined in the
language and manifested in the discourse notions about cultural areas.
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