1、Chapter 6,Cross-Culture Business Communication,What is culture?,Customary belief, social forms, and material traits of a racial, religious or social group World economy tends to be more and more globalized and organizations be more culturally diversified. Greater vitality brought by culturally diver

2、sified workforce, but many more problems in cross-cultural business communication., Culture is more often a source of conflict than of synergy. Cultural differences are a nuisance at best and often a disaster. - Prof. Geert Hofstede, Emeritus Professor, Maastricht University. 文化差異不僅不能發(fā)揮協(xié)同作用反而卻成為沖突的源

3、泉，文化差異是個(gè)大麻煩甚至是災(zāi)難。,High-context Culture Vs. Low-context Culture,In high-context culture, most of the information is inferred from the context of a message; little is explicitly conveyed. In low-context culture, context is less important; most information is explicitly spelled out.,High -context cultu

4、res Swiss German German Scandinavian American British French Italian Spanish Greek Arab Chinese Low context cultures Japanese,The following expressions are often used by North Americans: Lets get to the point. Lets get down to the point. Lets get it straight. Whats the point? Do not beat around the

5、bush. Just shoot out it out.,高語境與低語境在廣告中的體現(xiàn),大宇汽車廣告 毋須任何言辭溝通，只須微笑即可解。 美國速遞公司COLOR DIRECT廣告 SO . YOU WANT TO MAIL STRAWBERRY ICECREAM.,Low vs. High Power Distance,This cultural dimension looks at how much a culture does or does not value hierarchical relationships and respect for authority. Examples o

6、f cultures with high PDI scores include Arabic speaking countries, Russia, India and China. Those with low scores include Japan, Australia and Canada.,In a high power distance cultures the following may be observed,Those in authority openly demonstrate their rank. Subordinates are not given importan

7、t work and expect clear guidance from above. Subordinates are expected to take the blame for things going wrong. The relationship between boss and subordinate is rarely close/personal. Politics is prone to totalitarianism.Class divisions within society are accepted.,In a low power distance culture,S

8、uperiors treat subordinates with respect and do not pull rank. Subordinates are entrusted with important assignments. Blame is either shared or very often accepted by the superior due to it being their responsibility to manage. Managers may often socialize with subordinates. Liberal democracies are

9、the norm. Societies lean more towards egalitarianism.,If you are working with or going to a country with a higher PDI than yours then,- give clear and explicit directions to those working with you. Deadlines should be highlighted and stressed. - do not expect subordinates to take initiative. - be mo

10、re authoritarian in your management style. Relationships with staff may be more distant than you are used to.- show respect to those higher up the ladder. - expect to encounter more bureaucracy in organizations and government agencies.,If you are working with or going to a country with a lower PDI t

11、han yours then,- people will want to get to know you in an informal manner with little etiquette.- be more inclusive in your management or leadership style as being directive will be poorly interpreted.- involve others in decision making.- do not base judgments of people on appearance, privileges or

12、 status symbols. dont expect to be treated with the usual respect or deference you may be used to.,Some of the common traits found in countries that score high on the masculinity scale,Lifes priorities are achievement, wealth and expansion It is acceptable to settle conflicts through aggressive mean

13、s Women and men have different roles in society Professionals often live to work, meaning longer work hours and short vacations,If you are working or doing business in a country with a higher masculinity score than yourself then,To succeed in this culture you will be expected to make sacrifices in t

14、he form of longer work hours, shorter holidays and possibly more travel. Be aware that people will discuss business anytime, even at social gatherings. Avoid asking personal questions in business situations. Your colleagues or prospective partners will probably want to get straight to business. Comm

15、unication style that is direct, concise and unemotional will be most effective in this environment. Self-promotion is an acceptable part of the business culture in this competitive environment.,If you are working or doing business in a country with a lower masculinity score than yourself then,Recogn

16、ize that people value their personal time. They prioritize family and take longer holidays. Working overtime is not the norm. Small talk at social (or business) functions will focus on an individuals life and interests rather than just business. Personal questions are normal rather than intrusive. I

17、n business dealings trust weighs more than projected profit margins and the like.,Some of the common traits found in countries that score low on the masculinity scale,In life the main priorities are the family, relationships and quality of life Conflicts should ideally be solved through negotiation

18、Men and women should share equal positions in society Professionals work to live, meaning longer vacations and flexible working hours,Uncertainty avoidance,In essence this cultural dimension measures a country or cultures preference for strict laws and regulations over ambiguity and risk. According

19、the Hofstedes findings Greece is the most risk-averse culture while Singapore the least. Generally speaking Protestant countries and those with Chinese influences score low. Catholic, Buddhist and Arabic speaking countries tend to score high in uncertainty avoidance.,Some of the common traits found

20、in countries that score highly on the uncertainty avoidance scale,Usually countries/cultures with a long history. The population is not multicultural, i.e. homogenous. Risks, even calculated, are avoided in business. New ideas and concepts are more difficult to introduce.,Some of the common traits f

21、ound in countries that score low on the uncertainty avoidance scale include,Usually a country with a young history, i.e. USA. The population is much more diverse due to waves of immigration. Risk is embraced as part of business. Innovation and pushing boundaries is encouraged.,If you are working or

22、doing business in a country with a higher uncertainty avoidance score than yourself then,Dont expect new ideas, ways or methods to be readily embraced. You need to allow time to help develop an understanding of an initiative to help foster confidence in it. Be prepared for a more fatalistic world vi

23、ew. People may not feel fully in control and are therefore possibly less willing to make decisions with some element of the unknown.,If you are working or doing business in a country with a lower uncertainty avoidance score than yourself then,Try to be more flexible or open in your approach to new i

24、deas than you may be used to. Be prepared to push through agreed plans quickly as they would be expected to be realized as soon as possible. Allow employees the autonomy and space to execute their tasks on their own; only guidelines and resources will be expected of you. Recognize that nationals in

25、the country may take a different approach to life and see their destiny in their own hands.,6.1 Misunderstandings thus laws to protect choices and freedom of speech,In a country that scores low on the individualism scale the following traits are common,We is more important that I Conformity is expec

26、ted and perceived positively. Individuals desires and aspirations should be curbed if necessary for the good of the group. The rights of the family are more important. Rules provide stability, order, obedience.,If you are working or doing business in a country with a higher individualism score than

27、yourself then,Remember that you cant depend on the group for answers. As an individual you are expected to work on your own and use your initiative. Prepare yourself for a business environment that may be less reliant on relationships and personal contacts. Business and personal life may very well b

28、e kept separate.,Employees or subordinates will expect the chance to work on projects or solve issues independently. Being to intrusive into their work may be interpreted negatively. It is not uncommon for people to try and stand out from the rest. This may be during meetings, presentations or even

29、during group work. Bear in mind that a certain amount of individual expression is tolerated, i.e. peoples appearance, behavior, etc,If you are working or doing business in a country with a lower individualism score than yourself then,Individuals will have a strong sense of responsibility for their f

30、amily. Remember that praise should always be directed to a team rather than individuals as otherwise this may cause people embarrassment. Reward teams not people. Understand that promotions depend upon seniority and experience - not performance and achievement. Decision making may be a slow process,

31、 as many individuals across the hierarchy will need to be consulted.,2. Eloquence Vs. Silence,Eloquence: (from Latin eloquentia, the Latin root loqu, or loc, means to speak) vivid, effective, or persuasive communication in speech or artistic performance “The longer I live, the more I have come to va

32、lue the gift of eloquence. Every American youth, if he desires for any purpose to get influence over his countrymen in an honorable way, will seek to become a good public speaker.” George F. Hoar (a famous U.S. politician),Different cultures have different attitude towards silence:,The United States

33、 Italy, Greece, Arabic country Japan,Feel uncomfortable with periods of silence. Use fillers, such as comments on weather, to avoid silence. Consider periods of silence are restful and appropriate. Take silence as disapproval or as an earnest way of thinking. Use silence as a bargaining tool. So to

34、negotiate with the Japanese, learn to remain silent.,3. Privacy Vs. Openness,Privacy: the right to be left alone without unwarranted intrusion by government, media, or other institutions or individuals. Webster Dictionary: Privacy: freedom from intrusion of others in ones private life or affairs.,My

35、 home is my castle. The wind can come in. The rain can come in. The king cannot come in.,6.2 Different Cultural Concepts Between Chinese a prostitute; a sex doll Dutch uncle: A stern（嚴(yán)厲的）, candid（直言的） critic adviser e.g. When I got in trouble with the teacher again, the principal talked to me like a

36、 Dutch uncle.,“What a pleasure to have friends coming afar.” But sometimes there are negative comments arising from the misunderstanding of Chinese hospitality. Advice: It is probably a wiser way for Chinese to treat people from the West in the way the latter treat people from the other parts of the

37、 world.,A: 一頓便飯，為您洗塵。請. B:I think its a banquet, and every dish is so amazing. I enjoy them very much but Im afraid it is too much to us. A: 那里那里實(shí)在算不了什么，不過一點(diǎn)小菜和薄酒，不成敬意。以后如有機(jī)會可以好好安排，讓您更滿意。,Just a small meal to welcome your visiting. Help yourself, please. Better: The dinner is arranged particularly f

38、or your arrival/ to welcome your visiting. Help yourself, please.,Oh, this is nothing. It is just a few simple dishes and a little plain wine, and Im afraid it cant fully express our respect and good wishes. If we have more chance in the future, well make better arrangement to make you feel more ple

39、ased and satisfied.) Better: Oh, Im very happy that you enjoy it. Im sure youll get fond of Chinese food in the future.,3. Instant Relationship VS. Long-term Relationship,(1) Blood brothers(鐵哥們) in Chinese sense None existing in American mainstream, but may exist in some sub-cultures, e.g. Eastern A

40、sian culture, Latin culture in North America. (2) Close/Good friends in Chinese sense = Blood brothers in North American sense (3) Friends in Chinese sense = Close/Good friends in North American sense (4) Acquaintance in Chinese sense = Friends in North American sense,In the United States: “A hedge

41、between keeps friend green.” （君子之交淡如水） “Business is business.”（公事公辦）,Criticism Vs. Compliments,Remember the following sentences: Experts tend to dislike personal criticism. “Love me or leave me” is a common saying For experts, criticism is usually left to the realm of work. Compliments are used inst

42、ead of criticism to show friendship. If experts wants your critical opinion, they will ask you for it.,Learn to say “Thank you” even between family members, closest friends. It is very important to remember this sentence: “Saying thank you doesnt necessarily make you a polite person, but if you dont

43、 say it, you are most likely to be considered a rude person.”,Another magic word is “Excuse me”. “Excuse me” or “I beg you pardon? or “I am sorry, can you repeat it again?” “Excuse me, I will be back soon.” or “Would you excuse me for a moment?” “Excuse me, do you mind if I smoke?”,6.3 How to Handle

44、 Communication Effectively,6.3.1 Learn to Respect Each Others Culture,Each nation has its own culture. Whenever people go, they bring along with them their culture and stick to their cultural norms. As business people, we should always be culture conscious. Any neglect or ignorance of a given cultur

45、e may result in troubles or losses for our business.,6.3.2 How to Avoid Misunderstandings in Cross-cultural Business Communication,If we want to avoid misunderstandings, we should pay attention to the following aspects: Be objective about the cultural differences Pay attention to the language barrie

46、rs Use skills when communicating cross-culturally,Be Objective about the Cultural Differences,Misunderstandings occur when people of culture A treat people from culture B in the way they treat other people in culture A. Therefore, when doing business with people form a different culture, special att

47、ention should be paid to social values, customs and etiquettes, cultural context, ways for making decisions, etc.,Etiquette,1. Business Card Exchange Presentation of business card various with the culture:,Some tips for dealing with business card:,Translate your card into the local language if you a

48、re somewhere outside your country, and present it with the local language side up. Wait to be introduced before presenting your card. Give your card to the highest-ranking individual or leader of the visiting delegation first, esp. when they are from Japan or Korea, as this is a sign of respect. Rea

49、d after receiving a card, as this is a sign of respect.,2. Dinning Practices （餐桌禮儀）,Some useful expressions for gifts exchanging occasions,A. For Presenting a gift: Its specially designed for you. I picked it out for you. Best thing for best person. It may help to keep a nice memory for the days we

50、spent together. I hope you enjoy it.,B. For accepting a gift: Its really wonderful (terrific, great, amazing, fancy, marvelous, etc.) I cant like it too much. It will remind me of the good time we have shared.,Eye contact,Attitude toward touch,Social Customs,1. Greeting Practice The following is a s

51、ummary of how various cultures differ in greetings:,Kin-terms or not?,The team from Germany has been getting along well with your team. One day you were taking your 7-year old daughter, Xiao Li, home from school and happen to meet James Green and his colleagues Tina Meyer and Robert Courts. You exch

52、ange greetings and then you introduce your daughter to them. What would you say?,A. Xiao Li, this is Uncle Green, and this Aunty Meyer, this Uncle Courts. B. Xiao Li, this is Mr. Green, and this Ms. Meyer, this Mr. Courts. C. Xiao Li, this is James, and this Tina, this Robert.,2. Humor in Business,P

53、ay Attention to the Language Barriers,Employing a consultant Using an interpreter Learning the targeted language,Use Skills in Cross-cultural Communication,Pay attention to similarities and dis- similarities Similarities: (1) All people want to be treated in a polite way, to leave a good impression

54、on others; (2) all companies want to improve and grow their business. Learn to understand and respect these dissimilarities.,To be observant and sensitive to cultural differences To be free from cultural biases (Take a neutral attitude when contacting people with various cultural backgrounds and dea

55、l business in a professional way. Business is business.),Be flexible and patient Flexible: Once you are in a cultural diverse workplace, you should be flexible and ready to change your way or attitude when required for solving the problem and build up business relationship, but without giving up you

56、r principles or standard for business. Patient: To put yourself in the customers shoes to experience their feeling.,6.3.3 How to Negotiate Effectively,Negotiators are different from each other in their approach to the negotiation. So a pre-understanding of other negotiators culture is beneficial for

57、 the parties concerned.,American negotiators,Often act in a impersonal way “Business is business”. Always be mission-driven anxious to bring parties concerned into agreement, and have little interest for building up relationship.,In 1983 an article in Harvard Business Review outlined American style

58、of negotiation：,I can go it alone. Just call me John. Pardon my French. Check with the home office? Get to the point. Lay your cards on the table.,Dont just sit there; Speak up. Dont take No for an answer. One thing at a time. A deal is a deal. I am what I am.,French Negotiators,Not very personal, b

59、ut not as impersonal as American negotiators. Enjoy treating other negotiators with formal hospitalities, but do not actually trust them,Japanese negotiators,Try to build a long-term relationship in the course of negotiation. Prefer personal contacts in an informal way. Trust is more important than agreements. Try best to avoid an open conflict between both parties.,Chinese negotiators,Look forward to long-term partnership Not in a hurry to push for an agreem