Article ReviewBy

Bhaskar Jyoti RoyGaetano Carrone

Pratik Patil

Virtual Communication: Intercultural AspectsManaging Communication Within Virtual

Intercultural Teams – C.U. GrossElectronic Communications : Do cultural

Dimensions matter? - Douglas N Ross

Agenda – Article 1Virtual Communication

Virtual teamsManaging technology in virtual communicationEffective virtual communication

Virtual Team

A "virtual" team is one that conducts its work almost entirely through electronic technology.

Why Virtual Teams?The increasing globalization of trade and corporate activity. Best employees may be located anywhere in the world. Workers demand personal flexibility & technology

sophisticationFlexible organizationWorkers’ productivity – less commuting and travel time. The global workday is 24 vs. 8 hours. Changes in workers’ expectations of organizational

participation.

Technology in Virtual CommunicationCommunicating through technology can

become a difficult task. It requires: Understanding of advantages and limitations of

technology Knowledge of how to build relationships via

technology

Email

Can you name 3 advantages of email communication?

Are there disadvantages?

Virtual communication mediums 1/2E-mail

PROS CONSLess time to compose the message

Asynchronous discussion

No time pressure Lack of non-verbal cues

More clarity for non-native speakers

Information overload

Ask for clarification without losing face

 

Virtual communication mediums 2/2Phone:

Pros: timely, personal touchCons: hard for non-native English speakers, expensive

VideoconferencePros: works for large groupsCons: quality of video, speed, sound problems

FaxFace-to-Face

Managing Technology in virtual teams: RecommendationsUnderstand technology’s opportunities and

limitationsHelp teammates get used to the technology and

create positive attitudes towards itGet to know each other with photos, celebrate

birthdays, etc.Keep the human touchUnderstand the value of face-to-face meetings

3. Effective Virtual Communication irtual teams tend to be multiculturalVirtual team communication across different cultures

presents managers with difficult challenges → often times global teams do not create the value expected.

"Effective communication in a multi-cultural team occurs when team members hear what was intended to be said"

Communicating across culturesBuild trust and understandingUnderstand how diversity strengthens a teamBalance distance work with face-to-face timeShow respect for other cultures and languagesBe open to learning about other cultures and languagesUnderstand cultural values, beliefs, and communicational

stylesUnderstand approaches to decision-making, problem-solving,

and conflict resolutionCheck for understanding

Virtual Teams: the IBM example Example of how a global company has benefited from technology to create virtual

teams.i. IBM has 372000 employees across the world.ii. To stay competitive, global companies need to move with speed and flexibility.iii. IBM realizes that leveraging differences in its workforce creates a competitive

advantageiv. →  In 2007: Creation of global virtual teamsv. Launch of platforms to build virtual space: Active Worlds, Forterra Olive,

Second Lifevi. Hold events and collaborations activities, desktop sharing, meet and socialize

Agenda – Article 2Focus is “How cultures may act as filter on communications over electronic

channels”

Three Sections● Media Richness Theory● Applying Hofstede dimensions to electronic communications● E communication guidelines

Media Richness TheoryInformation richness theory

Different mediums have different richness.

Limit on the channels or interference on the information signal sent leads to deterioration of meaning.

FRAMEWORK FOR COMMUNICATION CHANNELS

• Channels of decreasing richness may not necessarily lead to lesser understanding.• Many times Electronic communications may work better that face to face interaction.

Critical Social Theory

Communication thus relies on mutual understanding than richness.

People are critical, active interpreters of communication

Applying Hofstede Dimensions to Electronic communications❖ National cultural characteristics are determinants of management behaviour❖ Culture affects the abilities of partner to learn to cooperate

Tendencies of Individualist culture based managers•Cognitive Dissonance ( disconnect between personal attitude and behaviour)

• Correspondence Bias ( tendency to believe that others have same needs and attitudes. For instance, attitudes towards rewards) Both these create Perceptual Bias in communication process

International Joint venture longevity decreases with the cultural distance between partners, where cultural distance is defined as the degree to which cultural norms in one country are different from those in another country.

E communication guidelines● Develop a communications model that include many variables ● Create comfort level for use of electronic communications● Nurture relation building skills

Individualist Culture

Executives

• Low context• Arm’s Length

Formalism • Few Non verbal Cues

Collectivist Culture

Environment

• Relationally based business practices

• Personal cues important

Electronic channel communications may require developing explicit behavioural cues

Develop Communications model that includes many

variablesComfort Level in use of

electronic communicationsNurture Relation Building

Skills

Develop Communications model that includes many

variables

Create Comfort Level in use of electronic communications

Nurture Relation Building Skills

Complexity of issue and Preparedness of participants

Explicit Procedures for improving understanding of, and ease in dealing with multiple cultures

Facilitator to mobilize the participants

Knowledge of Key Cultural Variables (time zones, appropriate language, time orientation)

Knowledge of electronic media applications ( detailed knowledge such as whether messages are private or public, personal or administrative)

Develop Communications model that includes many

variablesCreate Comfort Level in use

of electronic communicationsNurture Relation Building

Skills

Relationships extremely important

• Relationship Building• Maintenance

Electronic communications can support relationships by enabling continuous contact

Dealing with High context cultures via electronic comm.

Greater Trust and mutual understanding required

THANK YOU