ABSTRACT

Intercultural misunderstanding can turn into great obstacle in the way of effective

communication between two different cultures. Every culture involved has to make effort to

learn more about the other cultures. This paper discusses the scenario of Margaret Owens who

visited Japan to set new line of drugs and for that purpose she consulted the Japanese, suitable

for this post. Unfortunately she was unable to develop a successful communication with them

due to cultural differences between the two. Case analysis for Margaret Owens has been

presented here to let her adopt some imperative actions to make her plan successful.
BACKGROUND

In communication one often experience misunderstandings. When our thoughts and

ideas are conveyed through verbal messages, there would always lay a possibility to be

understood differently by others that results in misunderstanding. A lot of reasons can be studied

behind this that may include speaker’s way of expressing or due to listener’s inefficiency while

listening or may be due to environment that distorted the message. Even though

misunderstanding is common and expected in our daily life, it has been especially discussed in

intercultural communication. When people of different countries having different cultures

interact then misunderstanding is expected to happen between the two. Findings revealed that the

only great cause of intercultural misunderstanding is cultural difference. To prevent it is

supposed to encourage cultural understanding. But still there are great many causes behind

cultural differences that bring out misunderstanding.

Business affairs may suffer greatly from these cultural differences. Sometimes it is very

important to study one’s own culture to judge others culture in a better way. As in the case of

Margaret Owens who was unaware of her own cultural differences and was unable to see the

difference in Japanese culture that leads her to make many unsuccessful attempts. Margaret made

eye-to-eye contact with Japanese representatives and was very direct in her interviews. She was

expecting the candidates to feel free in expressing their thoughts while maintaining eye-to-eye

contact. In spite of knowing candidates record and recommendations, she still expected them to

talk openly about their objectives and accomplishments. After discussing her depressing

experience with the Vice President of Asian Markets, she got to know so much about their

culture and also about her attitude towards them. In Japanese culture it is a sign of disrespect to

discus someone’s personal abilities and to speak openly about them. To make eye-to-eye contact
is considered as an indication of discourtesy in the Asian culture especially in business matters.

Margaret’s search for Japanese representative to market her drugs line in Japan would not have

been such a complicated process if she would have examined Japanese culture and language with

detail knowledge.

PROBLEM IDENTIFICATION

Margaret was very open and direct in her conversation with candidates. There was great

communication gap between the two that lead Margaret to make many unsuccessful attempts.

Japanese due to their cultural limitations were unable to discuss business matter in detail. Social

and business problems could be evaded knowing about communication strategy between sexes in

different cultures. According to Robert (2013), in Japan there is a slight difference in the

communication techniques between men and women. Margaret would have gained a lot if she

had enough knowledge of the communication styles between Asian men and women.

COMMON AREAS OF MISUNDERSTANDINGS

The common areas of sensitivity where intercultural misunderstanding is most probably to occur

are male-female interactions, respect, time and space, taboos, commitments, nonverbal cues,

language and translation, dress, methods of persuasion, religious and political issues, and

prejudices.

Male-female interactions vary greatly from culture to culture and are effecting communication in

many ways. It is desirable to be familiar with the ways how the sexes communicate in different

cultures could be helpful in social matters. Respect is greatly acknowledged and considered

important in Asian culture. Margaret wanted her candidates to be more hostile during the

interview. In Japanese culture aggression is considered as a sign of disregard and both men and
women show politeness in their behavior carrying out conversation with others. In American

culture, the tone of voice for business relationships is a bit louder to show decisions and

commands whereas in Japan loud tone is used to indicate displeasure.

Americans consider the value of time and are always in rush to complete the task as soon

as possible. Whereas in Asian culture, time and space is considered unlimited and flexible. They

are flexible about what could be accomplished in the given amount of time. The Asian culture

are very alert and careful about others personal space. Margaret expected her candidates to ask

questions about her suggestions and appreciation but she failed to understand that their cultural

values won’t allow them to ask such questions that would affect her privacy. It often happens

that one’s culture practice becomes another’s taboo. So when interacting in different culture it is

required to be aware of its taboos, knowing what is accepted and what is forbidden.

Internationally business is spreading widely so it is necessary to have clearer and better

communication between individuals belonging to different cultures. In Japanese business

commitments are made through exchange of gifts that are considered as the strength of a

business relationship. Also Japanese customs include bowing and handshake before and after

business meeting to give special signals. It is necessary to understand such non-verbal messages

when one is about to work in Japan. Relation among different cultures is also important to have

successful business internationally. Business capitalist should have perceptive of their own

culture and how it works in comparison to other cultures of the world. Language is another

important factor that plays important role in intercultural communications. When one word

means a particular thing in one language, it may give opposite meaning in other language. So it

is important to make the difference between them to lessen the losses and sustaining healthy

relationships. Dressing is also important when you are visiting another country for business
purposes. For example, in America it is normal to wear white dress on wedding while in Japan it

is sign of displeasure on weddings. So it is important to keep in view the dress code of the host

country.

Negotiation can be very hard between the different cultures. It is valuable to learn the

negotiating style of the host country to lessen difficulties and misunderstandings. In the case of

Margaret, her applicants showed modest attitude, giving very less comments on the topic. In

Japanese culture it is believed that less is essentially more. Religious and political affairs can also

affect intercultural relationships. Religious beliefs and practices should be considered to enhance

business relationships.

ALTERNATIVES

The outcome of the discussion reveals that ineffective and inappropriate communication

made the process difficult and lengthy. Both groups involved in the business proposal were

unaware of each other’s values and cultural limitations. Margaret was carrying out

communication viewing her own values and ideas while the reaction of candidates became

annoying and discouraging for her that made her to delay the process of interview for some time.

To lessen the communication gap many steps are necessary to be taken. Margaret should be

knowledgeable enough about Japanese culture to carry out useful interaction with them.

Communication strategy shall be developing keeping in view values of both cultures. Exchange

of formal information should be done. While in a business proposal it is desirable to avoid

personal information and remarks and negotiation should be made only on business perceptive.

Margaret should arrange training and workshops before hiring the Japanese staff. They shall be
taught how to work in a business community when two different cultures are involved. Also it is

required to act against the cultural value that is affecting your business proposal.

EVALUTAION

Cultural study is very important in attaining the objective. Along with your own culture it is

desirable to study the cultural differences of the culture you are willing to interact. A successful

communication strategy shall be designed to make the exchange of thoughts more clear and

significant. Only through communication it is possible to understand the reasons that are

becoming obstacles in your way. In Asian culture there are different ways to express their

thoughts, so one needs to understand them and carry the communication accordingly. As

Margaret was willing to advertise her pharmaceuticals in Japan so she needs to understand what

are their terms and conditions in business proposals. To talk about Margaret’s ideas and

objectives was taken personal and considered as a sign of disrespect. So when you are in any sort

of business meeting in Japan you are bound to negotiate on formal matters and no personal

remarks shall be made. On the other hand, disusing formal matters may affect the proposal. It is

possible that message shall not be conveyed effectively when only point to point discussion is

made. One needs to talk openly and from every point of view to make the proposal effective,

strong and successful. Making the environment more comfortable to run the business, trainings

and workshops shall be arranged. Before hiring, candidates shall be trained about how to react in

adverse circumstances and how to minimize the cultural differences when working with fellows

having completely different culture. When you are interacting in totally different environment

having different cultural customs then it is hard to give successful training. Language difference

is considered the main reason behind this. Unfamiliarity among entrepreneurs and social norms

can hinder a productive relationship.

APPROPRIATE STEP

It is clear from the discussion that Margaret suffered obscurities due to fruitless

communication. A communication strategy shall be designed to enhance the business

relationship between the two. Such communication strategy shall be developing that omit the

cultural differences and its affect on the business relationship. In Japanese culture it is taken as a

sign of disrespect to ask about someone's experience. So Margaret shall share her experiences

and suggestions to bring them out of the cultural limitations. Exchange of thoughts and ideas

shall take place to set the best possible plan for the organization.

IMPLEMENTATION

The plan should be implemented in an appropriate way to gain the positive results. The

candidates that are chosen as representatives shall be given detail knowledge about their duties.

Communication must be carried out on the issues that arose due to cultural differences. Such

steps shall be taken that can minimize the adverse affects of cultural values. It is important to

listen to candidate’s views because it is possible that they must be taking the given plan in some

other way. Only through sharing the thoughts and ideas both groups will be able to set the beast

possible plan for the business. Intercultural communication focuses on person-to-person

interaction among individuals. To make the communication successful it is required that each

participant should be fully indulge and must be capable of giving and receiving feedback.

Communication that involves faxing and emailing also comes in the definition of person-to-

person communication. In Japanese culture communication is mostly carried out through non-

verbal behavior while Americans make use of verbal communication. This is an imperative step

that should be considered while communicating with Japanese.

 REFERENCES

Robert, C. (2003). Differences in nonverbal communication styles between men & women

[Article]. Retrieved from http://www.ehow.com/info_10043208_differences-nonverbal-

communication-styles-between-men-women.html