Book Creator

Business English

by Puput Wijaya


Cultural Diversity
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Building a Relationship
Cross-Cultural Understanding
UNESCO defines culture as "the set of distinctive spiritual, material, intellectual and emotional features of society or a social group, that encompasses, not only art and literature but lifestyles, ways of living together, value systems, traditions and beliefs " (UNESCO, 2001).

The word 'culture' in English is derived from the Latin which sounds as Colere, means about human lives that always function to protect, treat and do varieties of activities that can produce cultural action (Suwardi Endraswara, 2006:4).

So, culture is a general term that contains a set of characteristics which not only includes art or literature, but is also related to social behavior, norms, customs found in social groups or society
which can later produce cultural actions.

The Important of Culture Understanding
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Example of Cross Culture
  • Opening Night Surabaya Cross Culture, Delegates from 8 Countries and 9 Regions were Entertained

  • ASEAN GAMES 2018 participants from various countries and various cultures

Tips to Understanding Cross Culture
Welcoming Visitors
Welcoming visitors involves making people feel relaxed and comfortable in a new environment. An essential part of this is small talk – or making conversation which is not directly concerned with reaching a business deal. So the following is an example of a conversation welcoming visitors by manager.

What happens when a visitor arrives with an appoinment to visit a company ?

What are the typical stages of the first meeting ? what conversation take place?

Practice 1