Negotiating with Global Managers and Entrepreneurs in sub-Saharan Africa - Nigeria: An Analysis of Nonverbal Behavior in Intercultural Business Communication

Abstract

This study provides a critical analysis of nonverbal behavior in intercultural communication between Nigerians and Non-Nigerians during business transactions. Findings from survey of more than one hundred respondents (Nigerian business men and women) residing in Nigeria and in the United States over a period of eight months (2011–2012) were interpreted and analyzed. Specific nonverbal communication variables of the study included silence, non-verbal feedback, facial expressions, voice volume, gestures, and eye contact. The survey comprised of demographics and open-ended questions, and was pilot-tested by a sample of business people of multiple ethnicity and gender. Using survey and face-to-face interviews, this research expands research on specific behaviors of Nigerian non-verbal communication in the larger African context. It identifies unique nonverbal symbols essential for effective business negotiation in Nigeria, and provides appropriate culture-specific recommendations for communicating cross-culturally and nonverbally with Nigerians during interpersonal communication and group negotiations. Finally, the study stresses the significance of enculturation in Nigeria by identifying adjustment strategies associated with nonverbal behavior in cross-cultural business negotiations. International Journal of Academic Research in Business and Social Sciences August 2013, Vol. 3, No. 8 ISSN: 2222-6990 240 www.hrmars.com/journals Negotiating with Global Managers and Entrepreneurs in sub-Saharan Africa Nigeria: An Analysis of Nonverbal Behavior in Intercultural Business Communication Nigeria: Linguistic and Territorial Complexity Nigeria is composed of more than 250 ethnic groups that divide the country both linguistically and territorially. The most populous and politically influential are the: Hausa and Fulani 29%, Yoruba 21%, Igbo 18%, Ijaw 10%, Kanuri 4%, Ibibio 3.5% (Katz, 2011; The World Bank, 1989). The major tribes in the country (Hausa-Fulani, Yoruba, and Igbo) have their own distinct culture, language, and communication patterns (Phillips, 2002), and they also have a peculiar way of negotiating with non-Nigerians in business transactions and relationships (Izukwu, 1989, Ndulu, 2007; Nnadozie, 1998). While the Igbo tribe is more business inclined, the Hausa-Fulani tribe is more politically influential because of their population and early involvement with the country’s political process. The Hausa-Fulani tribes are mainly Muslim, traditional-oriented, and have less Western education than other ethnic groups in the country. Evidently, the Igbo and Yoruba tribes embraced the Western culture early in their development, and they are more Western-oriented and sophisticated in lifestyle and general business orientation. As Onwuejeogwu (1995) explained, the lifestyle of these tribes could be traced to their exposure and relationship with Western societies over the years, which account for the structure of their verbal and nonverbal communication patterns. In terms of religious belief, the Igbo are mainly Christians and the Yoruba consist of Christians and Muslims. As past and present studies indicate (Uka, 1966; Achebe, 1983; Phillips, 2002) Igbo and Yoruba tribes engage in global business at different levels, but the Igbo dominate business and entrepreneurial transactions and activities in Nigeria. Many international business-people deal largely with the Igbo tribe because they are more entrepreneurial, competitive, and riskingtaking. Furthermore, their nonverbal communication pattern is less complicated, because it is encompasses and demonstrates their relationship with people from other parts of the world. Geographically, Nigeria is classified into two major temperature zones – the tropical and rainforest area, which stretches from the coast to about 9 degrees latitude north, and a savannah zone, which covers the rest of the country. Nigeria has a land area of 923,768 square kilometers, situated fully within the tropical zone. The population of the country is estimated at 130 million people, and the gross domestic product (GDP) per capita is US $300 per person. Agricultural products are available in each zone, but the bulk of agricultural products and production is in the Northern parts of the country. While the mineral wealth of the country, such as petroleum, coal, marble, limestone, salt, etc. are largely available in the rainforest area, tin, limestone, gold, platinum, barite, iron, and steel are found in the southern part of the country. The concept of federalism in Nigeria is the product of the interdependence of the North and the South because of the location of natural resources, seaports, and agricultural products. Indeed, the interdependence structure of Nigerian tribes reinforces the importance of the unity in the country. Research Objective A considerable portion of business communication is non-verbal, and international business communication adds another layer of complexity and challenge. With the globalization of economies over the past two decades, there has been an increasing surge in International Journal of Academic Research in Business and Social Sciences August 2013, Vol. 3, No. 8 ISSN: 2222-6990 241 www.hrmars.com/journals Nigeria for strategic business and economic opportunities. As the country attracts global entrepreneurs for joint ventures, strategic business alliances, and investors from different parts of the world, this research is designed to investigate the extent to which Nigerian business people adapt their non-verbal communication style when conducting business with nonNigerians as well as with other Nigerians. Given the surge in African markets, especially in Nigeria, the findings of this study provide appropriate information for intercultural and nonverbal communication with Nigerian business people engaged in global or multinational business operations. Literature Review A number of intercultural business scholars have noted the impact of non-verbal communication in the wake of global business relationships, especially in the developing nations of Africa where body language and other non-verbal symbols play significant roles in human and business interactions. In their intercultural communication study, Okoro and Cardon (2010) stressed the challenges faced in global business negotiations as a result of nonverbal exchange and the ambiguity associated with misinterpretation of culture-specific nonverbal and lack of clarity resulting from mixed messages. It was noted that in recent times, a number of business transactions and negotiations with non-Nigerian partners failed to materialize because of misunderstanding or poor interpretation of non-verbal messages. Poyatos (1983) advocated that what gives verbal language total meaning is if those verbal expressions are accompanied by a great number of facial, manual and bodily gestures, gaze activities, manner, postures, postural shifts and stills, which constitute kinesics (p. 129). Poyatos (1983) continued, pointing out that what people say (language), they say it (paralanguages) ... and how they say it kinesically that conveys a number of intended or unintended messages (p. 133). As Chaney & Martin (2011, 2014) and Reynolds & Valentine (2004) emphasized, the expanding scope of international business in the twenty-first century places greater emphasis on cross-cultural communication in business, cross-cultural communication technique, effective cross cultural communication, and nonverbal exchange in international business relationships. A number of communication scholars and practitioners (Moran, Harris, & Stripp, 1991; Nnadozie, 1998; Trompenaars, 1993) agree that nonverbal communication is human behavior, other than spoken or written messages, that creates or represents meaning. These nonverbal messages, but not limited to, include facial expressions, body movements, eye contacts, gestures. Popularly described as human interactions without speaking or uttering a word, nonverbal communication is complicated by intercultural differences. Since nonverbal communication is culture-specific; and most times, it is used to supplement verbal communication it becomes exceedingly difficult to understand nonverbal across cultures. For example, the importance of eye contact in business communication cannot be over-emphasized. Studies conducted over the past decades clearly demonstrate that eyes play a significant role in both verbal and non-verbal messaging. Chaney & Martin (2011, 2014) noted that eye contact is of critical importance when communicating with Americans, but this level of importance is not applicable in Africa, especially Nigeria, where it may be considered impolite to maintain eye contact in the course of verbal communication.