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and discusses the shortcomings of the existitig research. It demonstrates the limitations of the Western, linear paradigms and expounds upon some unresolved important
questions which have been inadequately researched and hence need in-depth exanUnatitm. Finally, the artide develops a few testable hypotheses for the 1990s, emanating
from the discussion of the research questions.
Cross-Cultiiral Business
Communication Research:
State of the Art and
Hypotheses for the 1990s
Mohan R Limaye
Colorado State University
David A. Victor
Eastern Michigan University
ross-cultural business communication has become a trendy subject
C
of study over the last decade and a half, judging by the presentations
made at academic meetings. Interest in cross-cultural business communication has resulted in a steady increase in articles published in
trade and scholarly journals (Bond, Leung, & Wan, 1982; 1986;
Gudykunst, 1983; Maisonrouge, 1983; McCaffrey & Hafher, 1985;
Sanders, 1988: Ting-Toomey, 1985). Similarly, several books largely
anecdotal have been published in the field (Axtell, 1989; Chesanow,
1985; Copeland & Griggs, 1985; Kennedy, 1985; Ricks, 1983; Snowdon,
1986; Valentine, 1988). The last decade, additionally, has seen the
emergence of business guides to specific cultures, including the Arab
World (Almaney & Alwan, 1982; Nydell, 1987), Brazil (Harrison, 1983),
China (DeMente, 1989; Seligman, 1989; Wik, 1984), France (Carroll,
1988), Japan (Condon, 1984; DeMente, 1981; Hall & Hall, 1987; March,
1988), Korea (DeMente, 1988; Leppert, 1989); Mexico (Condon, 1985;
Kras, 1988); Singapore (Leppert, 1990) and Thailand (Fieg, 1980). Based
on these publications, one can predict a growing authorship and audience
for materials in this discipline over the decade of the 1990s as well.
Several factors have contributed to the popularity of the subject of
cross-cultural business communication in recent years. Chief among
these factors is the phenomenal growth in the volume of international
trade. Over the last 20 years, the total value of import-export trade for
the United States has grown tremendously, surpassing $857 billion in
1990: imports: $493,652,000,000 and exports: $363,807,000,000 (Direction of Trade Statistics Yearbook, 1990, p. 402). International trade is
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this article. Generally speaking, culture could be said to refer to the way
people understand reality or the world around them. For our purposes,
we mightagree on the definition of Simcha Ronen (1986, p. 17) who writes
that culture "represents a shared way of being, evaluating, and doing
that is passed from one generation to the next." We could also add to this
Geert Hofstede's frequently cited definition (1980, p.25) that "the essence
of culture is the collective programming of the mind."
In this paper, no attempt is made to distinguish between the terms
"cross-cultural" and "intercultural." While distinctions exist, the terms
have frequently been used synonymously in the literature. Similarly, in
the literature on intemational business communication, writers have
oflen linked culture to country or nation though this imprecision does
not materially affect the review below of the scholarly literature on this
subject. Since a successful manager is above all an effective communicator, the literature review also includes relevant work on comparative or cross-cultural management as partially falling within the purview
of intercultural business communication.
TRADITIONAL PARADIGM
281
result, Berlo only cursorily touches on factors that have relevance for the
cross-cultural dimension in the communication process.
Nevertheless, the awareness or perception that the universalist view
is parochial or nonfunctional in a global setting appears to be gaining
ground. Scholars and practitioners are increasingly becoming sensitized
to the fact that cultural factors heavily influence management practices
(Adler, 1983; Child, 1981; Hofstede, 1980; Laurent, 1983; Mamyama,
1984; Triandis, 1982-83;). Similar awakening has occurred in the field
of business communication as well (Haworth & Savage, 1989; Kilpatrick,
1984).
LITERATURE REVIEW
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Trieuidis and Albert (1987) maintain that "the basic ideas concerning
cognitive frames are the same regardless of setting" (p. 265). Cognitive
frames may, however, differ from culture te culture. Fisher (1988)
emphasizes the possibility of differing mindsets. Cognition as a human
faculty is probably shared by all people across cultures, but cognitive
schema and frames cannot be assumed te be identical in all cultures. The
286
dominant values of a society, its ideologies, and its ways of looking at the
world around it affect the nature, scope, and definitions of rationality
and of the inquiry by researchers in that society (Kumar, 1976, p. 9).
What is rational and logical thus apparently differs among cultures and
countries because world views or perceptions differ radically among
people around the globe. Harris and Moran (1987) cite such diversity as
leading to cultural synergy. W. E. Demming's success in Japan in
melding U.S. and traditional Japanese concepts supports this belief in
cultural synergy. Such thinking is still relatively new: Few executives
can think of the advantages that can accrue to an organization because
of the cultural diversity of its employees (Adler, 1991).
Bamlund (1975,1989) and Kumon (1984) expound upon the differences between the cognitive processing of information by Japanese and
Westerners. Similarly, Adler, Doktor, and Redding, (1989, p. 42) emphasize the differences between Japanese and Western modes of reasoning. Teruyuki Kume's survey (1985) of North American and Japanese
managerial attitudes toward decision-making lent empirical support to
this contrast. Kume found Japanese business communication style to be
indirect and agreement-centered with an "intuitive" (p. 235) decision
criterion. This style was diametrically opposite the North American
communication style which Kume's data revealed to be direct and
confrontation-centered with a "rational" (p. 235) decision criterion.
Kume, in short, showed North American business communication style
to derive from a cultural emphasis on practical empiricism while
Japanese business communication is shaped by the need to maintain
group harmony. It can hence be hypothesized that:
Hjrpothesis 2: Businesspersons' perceptions of issues related to
negotiations or communication events are influenced l^ their cognitive
frames or unique world views.
Subjective and Objective CuKure
The division between subjective culture (referring to values, behavioral norms, attitudes, and religion) and obrjective culture (referring
to infrastructure, technology, and other "material" obgects) is important
for understanding a group of people because that group's obrjective and
subjective cultures put it apart from other identifiable groups. Communication differential across cultures can, for instance, be partly accounted for by a society's view of nature and technology. It influences
people's roles, actions and stances toward one another in complex ways.
Communication scholars notefrequentlythat technology (one aspect
of objective culture) infiuences communication processes^who com-
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municates with whom, how many times, and inte what medium within
and among organizations (Borisoff & Victer, 1989; Calder, 1969; Drucker, 1970; Douglas, 1986; Ellul, 1964; Gregory-Smith, 1979; Huber & Daft,
1987; Illich, 1977; Rybczynski, 1983; Schiller, 1976). Some have also
noted that advanced industrial nations heavily use electronically
mediated communication technology and emphasize written communication over oral or face-te-face communication. They cite the United
States, Canada and Germany as examples of this trend. But Japan,
which has access te the latest communication technologies, relies more
on face-te-face or oral communication than the written mode. We think
that the determining facter is not the degree of industrialization, but
whether the country falls inte low-context or hig^ context cultures as
Edward hall defines the categories (Hall, 1959). In high context cultures
like that of Japan, a larger portion ofthe message is left unspecified and
accessed through the context, nonverbal cues, and between-the-lines
interpretation of what is actually said or written. In contrast, in the U.S.,
which is labeled as a low-context culture, messages are expected te be
explicit and specific. More is spelled out than left for the receiver te
deduce from the context. Hence we propose that:
Hypothesis 3: Relative emphasis either on written or oral communication is a function of whether the country has a high- or low-context culture.
We also propose, as a corollary, that:
Hsrpothesis 4: Business organizations in hig^-context cultures do not
emphasize rules and regulations te the extent that business organizations in low-context cultures do.
Linear and Circuiar (Monochronic and Polychronic)
Concepts of Time
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