Cultural variables that affect communication in business encounters between Southern Africans and Americans

Abstract

The primary purpose of this study was to determine cultural variables that affect communication encounters between Southern African and American entrepreneurs. Cultural variables, as cited by Dodd (1977), include attitudes, social organization, thought patterns, world view, concept of time, and role prescription, have also been noted by authorities in cross-cultural communication such as Asuncion-Lande (1989), Harris and Moran (1987), and Samovar & Porter (1976). These variables are considered to be the primary factors that contribute to miscommunication between people of different cultural backgrounds.

Fifteen business persons were interviewed for this study, ten from Southern Africa (Tanzania and Zambia) and five from America. Each subject was interviewed for approximately forty to sixty minutes. The interview was designed to elicit information concerning their business communication experiences. A content analysis of the data was applied.

This study found that there are cultural barriers that impinge on effective communication between the Southern African and American entrepreneurs. The study suggests that entrepreneurs who intend to engage in international business in Southern Africa stand to benefit by learning the other's cultural backgrounds. By doing so, it may enhance their perceptions of each other and lead to more effective communication between them.