Mary Ellen Toffle
University of Messina, Italy
DOI: https://doi.org/10.31410/eraz.2018.2

4th International Conference – ERAZ 2018 – KNOWLEDGE BASED SUSTAINABLE ECONOMIC DEVELOPMENT, Sofia- Bulgaria, June 7, 2018, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia;  Faculty of Business Studies, Mediterranean University – Podgorica, Montenegro; University of National and World Economy – Sofia, Bulgaria; Faculty of Commercial and Business Studies – Celje, Slovenia; Faculty of Applied Management, Economics and Finance – Belgrade, Serbia, ISBN 978-86-80194-12-7

Abstract

Volumes of text have been written about the necessity of cross-cultural communication in global organizations, particularly in business (Moran et al. 2007).   Communication was reported to be an important core mechanism of support strategy processes for sustainable development (OECD 2001). The cooperation of stakeholders depends on it (GTZ Rioplus, 2006). Very little research has been done on effective sustainable development multicultural teams. Sustainable development project creation and implementation is highly impacted by cultural differences and communication differences. Members of international commissions need to be able to communicate with each other in creation and implementation of important sustainable development projects. 
The purpose of this study is to examine the state of cross-cultural communication involving two significant players in the arena of sustainable development: the African Union and the European Union. Cultural differences between the AU and EU are discussed and areas of communication breakdown are identified.   
Some styles represented in the EU seemed to be more apt to promote misunderstandings and breakdowns in the communication process.  Recommendations include comprehensive cross-cultural communication.  Cross-cultural training to develop strategic communication beneficial to facilitating relationship formation, teamwork and coherence in project implementation is highly recommended. More research is necessary in methods for creating cultural synergy, solving problems in mindful ways and adjusting styles to fit the other team members.

Key words

cross-cultural communication, African Union, European Union, sustainable development, multicultural teams​​

References

  1. Awa, N. 1988. Communication in Africa: Implications for development planning. Howard Journal of Communication, 1(3), 131-144.
  2. Blake, C., 1993. Development communication revisited: An end to Eurocentric visions.  Development, 3, 8-11.
  3. Brett, J., Behfar, K., Kern, M., 2006. Managing multicultural teams. Harvard Business Review, 84 (11) November, pp. 84-91.
  4. Burgoon, J., Stern L., and Dillman, L, 1995. Interpersonal Adaptation; Dyadic interaction patterns.  Cambridge University Press: Cambridge MA.
  5. CIA World Factbook, 2018. https://www.cia.gov/library/publications/the-world-factbook. (accessed 08.04.2018).
  6. European Council, 2017. Remarks by President Donald Tusk at the press conference of the 5th African Union-European Union Summit.  https://www.consilium.europa.eu/en/press/press-releases/2017/11/30/remarks-by-president-donald-tusk-at-the-press-conference-of-the-5th-african-union-european-union-summit/ (accessed 10.03.2018).
  7. GTZ RIOPLUS Environmental Policy and Promotion of Strategies for Sustainable Development. 2006. Strategic communication for sustainable development. Federal Ministry for Economic Cooperation and Development. Schneller Druck: Reutlingen.
  8. Hall, E.T. 1959. The Silent Language, New York: Doubleday.
  9. Hinds, J. 1987. Reader Versus Writer Responsibility: A New typology. In U. Connor & R. B. Kaplan (Eds.), Writing Across Languages: Analysis of L2 Text (pp. 141-152). Addison Wesley: Reading, MA.
  10. Hofstede, G., 2018. Country Comparison. https://www.hofstede-insights.com/country-comparison/  (accessed 21.03.2018).
  11. Hunt, V., Layton, D., Prince, S., 2015. https://www.mckinsey.com//business-functions/organization/our-insights/why-diversity-matters (accessed 12.03.2018).
  12. Ika, L. A., 2012. Project management for development in Africa: why projects are failing and what can be done about it. Project Management Journal, 43(4), 27–41.
  13. Ika, L. A. 2005.  The management of development assistance projects: Past, present, and future. Perspective Africaine, 1(2), 128–153.
  14. Kluckhohn, F. R., & F. L. Strodtbeck, 1961. Variations in value orientations. Row, Peterson: Evanston, IL.
  15. Kohls, L. R., 1981. Developing intercultural awareness. Sietar Press: Washington, D.C.
  16. Lassiter. J.E., 2000. African Culture and Personality: bad social science, effective social activism or a call to reinvent ethnology? African Studies Quarterly, Volume 3, Issue 3.
  17. Lewis, Richard D. 1996. When cultures collide: managing successfully across cultures.  N. Brealey Publisher: London.
  18. Luckmann, Patrick L. Towards identifying success factors for cross-cultural project customer engagement: a literature review. Procedia Computer Science 64 (2015) 324-333.
  19. Makgoba, M.W., 1997. MOKOKO, the makgoba affair: A reflection on transformation.  Vivlia: Florida Hills.
  20. Markman, Art. 2015. Why people with multicultural experience are more creative. https:/ /www.fastcompany.com/3043220/why-people-with-multicultural-experience-are-more-creative (accessed 19.03.2018).
  21. Marquardt, M.J., Kearsley, G., 1999. G. Technology-based learning. Boston: St. Lucie Press, 1999.
  22. Mazrui, A., 1986. The Africans: a triple heritage (documentary).  London, British Broadcasting Corporation.
  23. Mbiti ,J., 1969. African religions and philosophy. Heinemann: Ibadan, Nigeria.
  24. Moemeka, A. 1996. Interpersonal communication in communalistic societies in Africa. In Gudykunst, S. Ting-Toomey,and N. Tsukada (Eds.) Personal communication across cultures (pp. 197-216) Sage: Thousand Oaks.
  25. Moon, Ban Ki, 2015.  New Agenda for Development Must Be ‘Tuned’ to Leading Challenges of Decent Jobs, Inclusive Growth, Governance, Peace, Climate Change, Says Secretary-General. https://www.un.org/press/en/2013/sgsm15273.doc.htm (accessed 20.03.2018).
  26. Moran, Robert T., Philip R. Harris, and Sarah V. Moran, 2007. Managing cultural differences. Elsevier/Butterworth-Heinemann: Amsterdam.
  27. Muriithi, N., & Crawford, L., 2003. Approaches to project management in Africa: Implications for international development projects. International Journal of Project Management, 21(1), 309–319.
  28. Mutua-Kombo, E. 2008. Expanding worldviews in US classrooms: Educators experiences from Rwanda. Paper presented on intercultural competence, Wichita State University, Wichita, Kansas.
  29. Nwosu, P. 2009.  Understanding Africans’ Conceptualization of Intercultural Competence in Deardorff, D. Ed. The Sage Handbook of Intercultural Competence. Sage: Thousand Oaks, pp. 158-178.
  30. Obeng-Quaido, I., 1986. A proposal for new communication research methodologies in Africa.  Africa Media Review, 1, pp. 89-98.
  31. OECD, 2000. Environmental Communication – Applying Communication Tools towards Sustainable Development, Paris.
  32. OECD, 2001. Strategies for Sustainable Development. Practical Guidance for Development Co-operation, Paris Communications, Paris.
  33. One World Nations Online. https://www.nationsonline.org/oneworld/african_languages.htm  (accessed 16.03.2018).
  34. Peltzer, K. 2006. Personality and person perception in Africa. In L.A. Samovar, R.E. Porter, and E.R. McDaniel (Eds.) Intercultural Communication: a reader, pp. 135-141.  Wadsworth: Belmont, CA.
  35. People of Africa, 2018. African Holocaust. https://www.africanholocaust.net/peopleofafrica.htm (accessed 15.03.2018).
  36. Qwintessential, 2018.  Country guides and profiles. https://www.kwintessential.co.uk/resources/guides/ (accessed 03.04.2018).
  37. Rosenhauer Shand, Mike, 2017. Time to Reset African-European Relations. https://www.crisisgroup.org/africa/255-time-reset-african-union-european-union-relations (accessed 16.03.2018).
  38. Stuckenbruck, L. C., & Zomorrodian, A., 1987. Project management: The promise for developing countries. International Journal of Project Management, 5(3), 167–175.
  39. Toffle, M.E. 2007. Doing Business in Europe: Italy. In Moran, Robert T., Philip R. Harris, and Sarah V. Moran. Managing Cultural Differences. pp 561-572 Elsevier/Butterworth-Heinemann: Amsterdam.
  40. Tusk, Donald 2017. https://www.consilium.europa.eu/…conference…african-union-european-union-summit/pd) (accessed 20.03.2018).
  41. Wilson, Kathleen, 1980. Factors influencing the management of international cooperative research and development projects.  https://www.eastwestcenter.org/publications/publications  (accessed 18.03.2018).
  42. Youker, R., 1999. Managing international development projects: Lessons learned. Project Management Journal, 30(2), p.p. 6–7.​

toffle_african_union_and_european_sustainable_development_projects_cross-cultural_traps_in_multicultural_teams_pp_2-15.pdf

Download file