M.JAYANTHI,Research Scholar,

Department of Management studies,

Periyar Maniammai University,

Vallam, Tanjavur.

Research Guide

DR. K.V.R. RAJANDRAN,

Head, Department of Management Studies,

Periyar Maniammai University,

Vallam-Thanjavur, Tamil Nadu - India

Title

Communication:-

From Multicultural Team

Perspective

Culture Culture means

the ideas,

customs and

social

behaviour of a

particular

people or

society

• Multicultural Team • A Multicultural team is a group of employees selected from two or more countries who are brought together to coordinate, develop, or manage some aspect of a firm’s global operations (Steers & Nordon, 2006).

Diverse work

groups

experience

strong

conflicts

(Pelled,

1999)

Review of LiteratureCommunication

between group

members becomes

more difficult

(Caldwell, 1992)

• The willingness to cooperatewith fellow group members diminishes(Thomas, 1999)

• Group cohesion decreases (Harrison, 2002).

• All these process losses often result in higher turnover and absenteeism rates (O’Reilly, 1989)

• and lower the work satisfaction (Tsui, 1992).

• Methodology • Sample size: 54

• Convenient sampling

method

• Multicultural team

from countries India

and USA

• Data Collection

through: E- Mail

• Data analysis done

using: Multiple

Response Analysis

(SPSS) and Percentage

Analysis Technique

• Objectives

• 1.To study the Communication process in Multicultural environment.

• 2.To identify the difficulties in Communication process.

• 3.To identify the factors improving Communication process.

Communication

is the process of

transmitting

meanings from

sender to

receiver.

Mistakes in cross cultural

communication cause damage

to international relationships

and negotiations. (Aswathappa,

2008)

• Languages and Culture

• Use of interpreters and nonverbal communication.

• If these are taken care of, intercultural communication will be effective (Aswathappa, 2008).

Examples related to Communication Mistakes in Global Markets

A razor company had been using the brand name “TIZ” which means sharp in Iran. This brand name had good acceptance in Iran with its sharp image.

Qatar In mid 1980’s when they used the same

brand name in Qatar market, it created

serious problems as “TIZ” had a

connotation in Arabic slang referred to “Buttocks” (Tevfic,

1996)

When Pepsico

advertised Pepsi in

Taiwan with the

advertisement “Come

alive with Pepsi” they

had no idea that it

would be translated into

Chinese as “Pepsi brings

your ancestors back from

the dead”.

•When Branifftranslated a slogan touting its upholstery, "Fly in leather," it came out in Spanish as "Fly naked.”

Data Analysis

• Mode of communication

• Problematic Mode

• Preferred Mode

• Impact of translator applications

Poor Communication is a Problem

65.4

30.8

3.8

0

10

20

30

40

50

60

70

Strongly Agree Agree Strongly Disagree

Poor Coomunication is a problem

Percentage Histogram for Modes of Communication

61.5

88.582.7

Phone Email FTF

Modes of communication

Preferred mode of communication

21.9

24.7

53.4

Preferred Mode

Phone

Mail

FTF

Problematic Mode

43.5

50.7

5.8

0 10 20 30 40 50 60

Phone

Email

FTF

Problematic Mode

Problematic Style

0

10

20

30

40

50

60

Verbal

Nonverbal

Pictorial

18.3

51.2

30.5

Problematic Style

Factors that help to improve Communication Process

Factors Strongly agree

Agree Neither Agree nor Disagree

Disagree StronglyDis agree

Effective Listening 84.6 15.4 - - -

Official Format 67.3 28.8 - 3.8 -

Preference of Common Language

78.8 19.2 - - -

Preference of Common Communicator

42.3 26.9 30.8 - -

Preference of Translators

15.4

42.342.3

0

5

10

15

20

25

30

35

40

45

Strongly agree Agree Disagree

Prefrence of Translators

Use of Translators

16.67

29.17

37.5

14.58

2.08

Very Helpful

Helpful

Some what Helpful

Not Helpful

Not at all Helpful

Conclusion

• Poor communication is a major problem of any organization.

• Common communication modes are phone, email and face to face communication

Conclusion

• Phone and Email were identified as a problematic mode.

• Nonverbal and Pictorial styles are problematic styles of communication.

Conclusion

• Effective Listening

• Use of Official Format

• Common Language

• Common Communicator

• Language Translator Applications

•PMU, Tanjore.

•Dept of Management, PMU.

•Organising Committee and Volunteers.

My Sincere Thanks to

Research Guide

PROF. DR.

K.V.R. RAJANDRAN,Head, Department of Management

Studies,

Periyar Maniammai University,

Vallam-Thanjavur, Tamil Nadu -

India

Questions Plz!