Академический Документы
Профессиональный Документы
Культура Документы
Chaney, L. H., & Martin, J. S. (2011). Intercultural Business Communication (5th ed.).
Upper Saddle River, NJ: Prentice Hall. 301 pp.
Related references for additional reading are provided in each chapter with up-to-date
information about newly published books and journal articles, as well as established
books referenced in the previous edition.
Chaney and Martin begin by giving a general overview of what intercultural busi-
ness communication is and why it is important. In the revised first chapter, the authors
introduce two new terms: glocalization and grobalization. Glocalization is, as the
name suggests, a combination of global and local culture. The authors cite Robertson
(2001) and Ritzer (2007), who have defined the term as “the interpenetration of the
global and the local, resulting in the unique outcomes of different geographic regions”
(p. 5). Grobalization refers to the incursion of a corporate organization into a new
culture, or, according to Ritzer (2007), to the “imperialistic ambitions of nations, cor-
porations, organizations, and the like and their desire, indeed need, to impose them-
selves on various geographic regions” (p. 5). Both concepts work together to create
successful outcomes for both corporations and consumers. Chaney and Martin and
other practitioners (Guffey & Loewy, 2011) suggest that the ultimate key to successful
business operations in foreign markets relies on adjusting products to the local culture.
Marketing strategies of standardization, they say, are a thing of the past.
The revised first chapter also includes a new subsection titled “Global Mindsets,”
which is a list of 28 attributes (based on interviews with 215 executives) for developing
successful intercultural managers. Examples include respect for cultural differences, will-
ingness to adapt, risk taking, and the ability to connect with people of other cultures.
Most businesses today recognize that standard marketing strategies no longer work
and have begun to focus on emphasizing cultural commonalities while also acknowl-
edging differences. In Chapter 2, “Universal Systems,” Chaney and Martin explain the
commonalties that can be expected in all cultural groups and their relationship to com-
municating and negotiating globally. A noteworthy feature of this discussion is a
country-specific economic, political, and educational summary of the countries with
which the United States does most of its business. Conversely, Chapter 3 compares
and contrasts cultural values, including work attitudes, religious influence, and indi-
vidualism versus collectivism. After reading about different cultural values, norms,
and customs, Chapter 4, “Cultural Shock” is a nice follow-up. Chaney and Martin
explain that even the most seasoned international business traveler experiences culture
shock. This chapter explains what culture shock is and identifies its different stages,
with suggestions for minimizing shock. The authors suggest that executives should
consider elements such as personality traits when selecting employees to conduct busi-
ness internationally. For example, personality traits such as adaptability, flexibility,
and high self esteem are listed as important to a successful international business
sojourn (p. 77).
After discussing cultural commonalities, differences, and personality traits of suc-
cessful employees in an international business setting, Chaney and Martin turn their
focus to written, verbal, and nonverbal forms of communication (Chapters 5-7).
Chapter 5 explains different forms of verbal interaction, including parables, proverbs,
translation problems, and conversation taboos. Table 5-1 (p. 101) provides a
negotiation styles across cultures while also explaining stereotypes that can affect
negotiations. As in previous chapters, Chaney and Martin include a helpful table to
support their discussion, here providing a well-organized summary of the negotiation
styles of different countries (p. 240). The book closes in Chapter 12 with a summary of
laws that affect international business and travel, from technology laws to employment
laws to global patents and ethics. The end of this chapter warns readers that they must
be knowledgeable about the laws in the countries that they plan to visit and gives
country-specific advice to make traveling abroad safer and easier.
Overall, this new edition of Intercultural Business Communication is a very practi-
cal, straightforward guide to the subject. I highly recommend it as a primary source for
any college-level business communications course. Instructors will appreciate end-of-
chapter tests for assessment of ideas and situations presented, as well as case studies
and questions for further class discussion. This book is also an excellent reference
work for anyone working, or planning to work, internationally. The only drawback to
this textbook is that all the illustrations are in black and white; colorful, modern pho-
tos would have enhanced the text and examples. Overall, however, this edition of
International Business Communication is a comprehensive text that clearly presents
some of the larger concerns of intercultural discourse through the lens of the business
world.
References
Guffey, M. E., & Loewy, D. (2011). Business communication: Process and product (7th ed.).
Mason, OH: Southwestern Cengage Learning.
Locker, K. O., & Kienzler, D. S. (2010). Business and administrative communication (9th ed.).
New York, NY: McGraw-Hill Irwin.
Ritzer, G. (2007). The globalization of nothing (2nd ed.). Thousand Oaks, CA: Pine Forge Press.
Robertson, R. (2001). Globalization theory 2000+: Major problematics. In G. Ritzer & B. Smart
(Eds.), Handbook of social theory (pp. 458-471). London: SAGE.
Gentle, A. (2009). Conversation and Community: The Social Web for Documentation.
Fort Collins, CO: XML Press. 242 pp.
In today’s world, social media and social networking have been woven into the fabric
of our daily lives. Facebook, Twitter, LinkedIn, and wikis have changed the way that
we interact, find information, and collaborate. In an increasingly competitive market-
place, companies are vying for consumers’ attention and seeking ways to connect with