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Multicultural Communication Strategies:  How to be More Successful with Customers, Colleagues and Community by Judith A. Starkey

"A Book Review by Romi Carrell, Managing Editor, WATER CONDITIONING PURIFICATION

"As a water treatment professional, you are always looking for new markets and opportunities for your business--it's part of remaining competitive.  With all the talk of the move toward a 'global marketplace,' you may be considering some international opportunities for your business.  But, before you leap, you should look at the unique differences in doing business internationally, particularly the way in which you communicate.

"In her book, Multicultural Communication Strategies, Judith A. Starkey explores the subject of communication in an ethnically diverse nation--and world.  A very well-written and entertaining piece, Starkey uses case studies whenever possible to illustrate given topics.  The result is an engaging and informative guide for modern communication.  Further, the book effectively transcends a strictly 'politically correct' approach, instead providing readers with more insight into the nature and mechanics behind effective communication.

"Starkey devotes a chapter to each of the following topics:

• culture

• multicultural communication model

• gender cultures

• multicultural U.S. marketplace

• international philosophies and protocol

"Some of these chapters are discussed in more detail below:

Culture

"To understand why and how people communicate the way in which they do, we must, according to Starkey, understand their culture.  She explains that culture is a product of our belief system, not our inherited genetic traits.  Therefore, communication is directly affected by a number of factors including a mixture of cultural heritages, regional differences, age, education and even gender.  Starkey notes that it is important to realize that we can no longer assume everyone will assimilate to a Northern European cultural attitude.  To communicate effectively, we must think outside this 'norm' and broaden our scope to include people from a number of different backgrounds.

Multicultural Communication Model

"Starkey outlines four useful steps to follow when communicating with people who are from other cultures and nations.  She develops these ideas in great detail, describing not only how to follow these steps, but also why they are important.  Each of the steps takes into account not only individual differences, but cultural ones as well.  Starkey offers excellent advice and tips for conversing--such as mirroring a person's behavior and acting as they do while you are getting to know them.  Further, she says that listening and observing, while often overlooked, are often the best ways to get information.  She warns against interruptions and automatic response.  Instead, allow for silences and carefully determine what you are going to say before you say it.

"Starkey devotes a great deal of discussion to the topic 'Consider Cultural Heritages.'  She covers everything from the male dominance prevalent in many societies, to religion, to eye contact and gestures.  Many different scenarios are covered including culture-specific illustrations.  This section is extremely useful because it provides the reader with a number of different vantage points.  Here she tries to give the reader a sense of why people from certain cultures behave the way they do--and the problems this can pose for Americans who are unaccustomed to ways and mannerisms different from their own.

The Multicultural U.S. Marketplace

"One of the most interesting chapters in the book offers a look at the changing American culture.  It explores the changing climate of U.S. business--not only are there more women than ever before working, something which is discussed in detail in the gender cultures chapter, but more and more members of minority groups are achieving higher ranks in U.S. business.  The result is an effort to market products and services to all of these diverse groups.  In other words, the lines are being blurred when it comes to U.S. business. 

Conclusion

"For anyone considering international business opportunities, this book is a must."

To order a copy of Multicultural Communication Strategies  click here:

Contact Us:
Judith A. Starkey, President
The Starkey Group, Inc.
3180 N. Lake Shore Drive, Suite 17G
Chicago, Illinois 60657-4867 USA
Phone:  773 348 0421
Fax:  773 348 3683
E-Mail:  jas@StarkeyGrp.com or StarkeyGrp@aol.com
Website:  www.StarkeyGrp.com
MultiCultural Strategies

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