Chapter6跨商务文化交际.ppt

Chapter6BusinessEtiquetteandSocialCustoms,IntroductoryCase,首先请大家观看一个短片,CaseAnalysis,这是电影气喘吁吁中的一个片段，葛优扮演的李强饰演一位中国商人，接待美国商人Frank。从中我们可以看到中美商业礼仪上的一些文化差异：1.商务宴请：对中国人而言，商务聚餐是他们生意场上及其重要的一部分，用餐讲究排场，席间非常好客，会不断地劝酒。对美国人来说，商务聚餐也很重要，但美国人并不那么看重吃饭，用餐期间可以讨论任何商务话题，对于饮酒则遵循自愿的原则。2.建立关系：中国人认为只有双方建立良好的私人关系，才能为生意打好牢固的基础，所以“做生意前先交朋友”。而美国人却并不看重私人关系，认为生意和关系是两码事。,3.馈赠送礼：中国人会送给生意伙伴比较贵重的礼物，以表示自己的热情和诚意，以期建立朋友关系。美国人对待送礼则有严格的法律约束，在送礼和收礼方面会非常谨慎，通常为小礼物。4.迷信禁忌：中国商人对于数字“6,8,9”等的喜爱和对于“4”的忌讳在片中表露清晰。当然美国人对数字“13”也有特定的禁忌。下面一个案例同样也表现了文化差异对于社会礼仪习俗的影响：,一位美国商人在中国逗留期间受到一位中国同行热情周到的照顾。回国时向中国同行保证：“等到了美国，就来我家，管吃管住。”不久这位中国人经历了十几个小时的长途旅行来到美国看望这位美国人。可是这位美国朋友给他的接风招待只是一盘烤鸡块和一杯橘汁。这位远道而来的中国人无论如何没有想到，美国人如此实在，不讲客套。美国人在北京时，他可是在全聚德给他接的风。这位中国商人在美国人家中做客两天，第二天，美国朋友不太高兴的对他说：“我儿子跟我抱怨，说你在楼上走路声音太大，洗澡水用的太多。希望你走路轻点，洗澡快点。”简单的“接风”和如此“谈话”着实让这位中国商人对美国的礼仪习俗在文化上大为“休克”。,DefinitionofEtiquette,Etiquetteincludesmannersandbehaviorconsideredsociallyacceptablebypeopleoftheculture.Theetiquetteofbusinessisthesetofwrittenandunwrittenrulesofconductthatmakesocialinteractionsrunmoresmoothly.Etiquetteisdependentonculture;whatisexcellentetiquetteinonesocietymayshockanother.,Etiquettecanvarywidelybetweendifferentculturesandnations.InChina,apersonwhotakesthelastitemoffoodfromacommonplateorbowlwithoutfirstofferingittoothersatthetablemaybeseenasagluttonandinsultingthegenerosityofthehost.InAmericaaguestisexpectedtoeatallofthefoodgiventothem,asacomplimenttothequalityofthecooking.,InsuchrigidhierarchalculturesasKoreaandJapan,alcoholhelpstobreakdownthestrictsocialbarrierbetweenclasses.Itistraditionalforhostandguesttotaketurnsfillingeachotherscupsandencouragingeachothertogulpitdown.Forsomeonewhodoesnotconsumealcohol(exceptforreligiousreasons),itcanbedifficultescapingtheritualofthesocialdrink.,DefinitionofCustoms,Customsarebehaviorsgenerallyexpectedinspecificsituations;theyareestablished,sociallyacceptablewaysofbehavingingivencircumstances.Customsvarynotonlybycountrybutalsobyregionorlocationwithinacountry.Whileitisimpossibletoidentifyallcustomsofaparticularculture,certaincustomsareimportantforconductingbusinessinterculturally.ExamplesofU.S.customsincludeeatingturkeyonThanksgiving,startingpresentationswithajoke,andgreetingpeoplewith“Hi!”.,Outline,IntroductionGreetinghandshakingExchangingbizcardsPositionandstatusSmalltalkDiningpracticeTippingGift-giving,BriberyHumorSuperstitionsTaboosTipsfordoingbizinChinaTipsfordoingbizwithforeigners,Introductions,IntheU.S.firstnamesareusedalmostimmediately;Titles(Mr.Jones)areusedinfrequently.InBritain,peoplewhohavebeenknightedareaddressedasSirwiththefirstnameonly(SirGeorge).InGermany,usetitles;WhenintroducingtheChinese,thesurnamecomesfirstandthegivennamelast.,Rulestoobey:MantowomanYoungtooldLessimportanttoimportantAfterbeingintroduced,youshould:Standupuponarrivingatwork,onepersonsays:“Goodmorning,howareyou?”towhichtheotherpersonresponds:“Fine,thankyou,andhowareyou?”,Makinggreetings,WehaveaspecialwayofgreetingoureldersinthePhilippinesbytakingtheirhandandkindofkissingitlikethis.Anditscalledmano.InBrazilwhenyougreetafriendyougivethemabighugandsometimesyougivethemakissonthecheekandinsomeplacesyougivetwokissesandinsomeplacesthreekisses.,BowingisaverypolitegestureinJapan,butIoftenshockpeoplewhenIstickmyhandsouttoshaketheirhandsbecauseitsnotverycommon.WhenyougreetsomebodyinSenegalyoushakehandsforalongtimeoryoucanhugtoo,andaskabouthim,andhisfamily,andhisfriends,andittakesawhile.,Handshaking,U.S.AsiansBritishFrenchGermansLatinAmericansMiddleEasterners,FirmGentle(exceptforKoreanswithafirmhandshake)SoftLightandquick;repeateduponarrivalanddepartureFirm;repeateduponarrivalanddepartureModerategrasp;repeatedfrequentlyGentle;repeatedfrequently,BusinessCards,InJapan,presentabusinesscardwithbothhands;inArabiccountries,usetherighthandonly.Treatthebusinesscardwithrespect;placethecardbeforeyouonthedeskorconferencetabletoproperlyrefertotitle,rank,andname.Printatranslationofallidentifyinginformationonthebackofthecardinthelanguageofthecountryyouwillvisit.,Includeyournameandfulltitle.TitlescarrygreatersignificanceinotherculturesthanintheU.S.Includeyourcompanysaddressandtelephonenumbers;includeforeignheadquarters,asappropriate.Includeyourfaxnumberande-mailaddress.Avoidcoloredtypeandpaper.Choosewhitewithblackinkforbothsides.Ifindoubt,beconservative.,Exchangingbizcards,PositionandStatus,IntheU.S.limitedrespectisshownforrankandauthority;U.S.isnotconsideredanationofclasses,butclassesexist.Distinctionsaremadebyhowmuchmoneyyouhaveandwherethemoneycamefrom;(Drugdealersmayhavealotofmoney,butnostyleorclass);distinctionsaremadebywhetherthemoneyisinheritedvs.earnedmoney.,Statusisassociatedwitheducationallevelandapersonsoccupation.SurveysshowthatmedicaldoctorsandcollegeprofessorshavehighstatusintheU.S.Indiahasacastesystemdeterminedatbirth.Interactionbetweencastesislimited.Genderisrelatedtopositionandstatus.WomenareconsideredasequaltomenintheU.S.Inothercultures(theMiddleEast),womenarenotconsideredequal.,AgeandhierarchyareimportantinsuchcountriesasChina.Agetakesprecedenceoverrank,butrankisimportant.Thehighertherankofthepersonyouareintroducedto,theloweryoubow.Thepersonoflowerrankbowsfirstandlowest.Youarealsoexpectedtositandtogothroughthedoorinrankorder.,SmallTalk(Chitchat),Chitchatisimportantingettingtoknowsomeone.Chitchatoftenincludescommentsabouttheweather,thephysicalsurroundings,thedaysnews,oralmostanythingofanonsubstantivenature.PeopleoftheU.S.,Canada,Australia,GreatBritain,andFranceexcelatsmalltalk.ChitchatinSaudiArabiawouldnotincludethefamily;inMexicoandLatinAmerica,ontheotherhand,chitchatdoesincludediscussionsaboutthehealthoffamilymembers.,Smalltalkseemstoposeproblemsforpeopleofsomecultures.Germanssimplydonotbelieveinit.Swedes,usuallyfluentinEnglish,havelittletosayinadditiontobrieftalksabouttheirjobs.TheJapanesearefrightenedbytheideaofsmalltalkasarepeopleofFinland,whobuybooksontheartofsmalltalk.Whenengaginginchitchatwithsomeoneofanotherculture,thebestadviceisprobablytofollowtheotherpersonslead.Iftheytalkabouttheirfamily,thenyouwouldtalkaboutyours.Iftheyinitiatepoliticaldiscussions,youwouldjoininthediscourse.,DiningPractices,Goodtablemannersarealwaysasignofbreedingandeducation.Tablemannersrevealmuchaboutaperson;thosewhoareinsecure,disorganized,greedy,insensitive,orillateasewillrevealthesequalitiesintheirdiningbehavior.IntheU.S.,themainmealisintheevening;inMexico,themainmealisfrom2to4p.m.IntheU.S.,saladsareservedfirst;inItalyandFrance,saladsareservedafterthemaincourse.IntheU.S.,informalmealshave2or3courses.InLatinAmericancountries,eveninformalmealsusuallyhavenumerouscourses.,U.S.eatingstyleiscalled“zigzag”:Cuttingmeatwiththeknifeheldintherighthandandforkintheleft,thenplacingtheknifeontheplate,shiftingforktotherighthand,andeating.Continental(European)style:Placingtheforkinthelefthandandtheknifeintheright,thenusingtheknifetopushfoodontothebackoftheforkandmovingthefoodintothemouth,withforktinesdown.,Asiansusechopsticks,especiallyforeatingrice,butmayuseaspoonforsomefoods.Tahitian(塔希提人)foodiseatenwiththefingers;intheMiddleEasteatwithyourfingersifthehostdoes,butusetherighthandonly.Wheneatingsomethingstrangelookinginanotherculture,neveraskwhatitis;cutitinsmallpiecesandswallowquickly;pretenditlookslikechicken.,Tipping,Peoplecommunicatenonverballybytheirtippingpractices.Thosewhoarebasicallystingyandthosewhoarebasicallygenerouswillrevealthesetraitsbytheirtippingbehavior.“Insulttipping”(leavingafewcoins)showsalackofbreedingandisinappropriateregardlessofhowpoortheservicewas.Althoughatipof15%ofthebillusedtobeconsideredgenerousinfinerestaurants,20%isnowclosertothenormwhentheserviceisexcellent.,TravelingintheU.S.involvesnumeroustippingsituationsincludingcabdriversandservicepersonnelwhomaycarryyourluggage.Tippinginanontippingculturecanoffendthepeopleofthatculture.InJapan,tippingisfrownedupon;theJapaneseconsidercarryingyourluggageagestureofhospitality.Inmanyplaces(Europe)aservicechargeisaddedtoyourrestaurant/hotelbill;youneednotleaveanadditionaltip.,GiftGiving,Eachcountryhasitsseasonsandoccasionsforgivinggifts.Giftgivinginsomeculturesisanartandisanintegralpartofbuildinginterculturalprofessional/socialrelationships.U.S.businessgiftsaremodestinprice;therulebecauseoftaxregulationsistolimitthepriceto$25.GoodinternationalU.S.giftchoicesincludeU.S.Indianartorjewelry,videotapesofU.S.movies,U.S.madesportsequipment,orfoodthatisuniquelyU.S.,suchascandyornuts.GiftsintheU.S.areopenedinfrontofthegiver,admired,andthanksareexpressedorallyandinwriting.,Gift-givingisverymuchapartofconductingbusinessincountriesasJapan.Companiesgivegiftstotheircustomersasanexpressionofappreciationforpastandfuturebusiness.Wrappingofthegiftandpresentationareimportant.Thecolorofwrappingshouldbeconsistentwiththeoccasion.Japanesedonotopenagiftinfrontofthegiver;dontopenyourgiftintheirpresence.FavoritegiftsfortheJapaneseareimportedliquor,designer-madeproducts(Gucci,Tiffany),alsomusicaltapesandCDs.,GlobalGift-GivingGuidelines,AvoidgivingaclockasagiftinChina;itisconsideredasymbolofbadluck.AvoidgiftsofperfumeorwinetotheFrench;thosearetheirspecialties.DonotgivegiftsofcowhidetopeopleinIndia;thecowissacred.AvoidgiftsofliquororwineinIslamiccultures;alcoholisillegal.InIslamiccountriesavoidadmiringpersonalpossessions;youwillprobablyfindyourselftherecipientoftheobjectyouhaveadmired.,InKoreabusinessgiftsareusuallygivenatthebeginningofformalnegotiations.InGermanybusinessgiftsareseldomexchangedatthebeginningofnegotiationsbutmaybegivenattheirconclusion.InLatinAmericancountries,presentgiftsonlyattheconclusionofnegotiations.AvoidgiftsofahandkerchieforknifeinLatinAmerica.Theknifeisinterpretedasawishtoseverarelationship;thehandkerchiefisassociatedwithtears.,Bribery,Briberyisthegivingorpromisingofsomething,oftenmoney,toinfluenceanotherpersonsactions.Whilebriberyisnotofficiallysanctionedinanycountry,itisunofficiallyapartofbusinessinmanyculturesandisconsideredneitherunethicalnorimmoralinmanycountries.Example:InNigeriaonemustpaycustomsagentstoleavetheairport,whileinThailandandIndonesiagettingadriverslicenseinvolvesgivingatiptoanagent.,TheU.S.hasthemostrestrictivelawsagainstbriberyintheworld.Companiesfoundguiltyofpayingbribestoforeignofficialscanbefinedupto$1million,andguiltyemployeesmaybefinedupto$10,000.ManyU.S.competitors,includingItalian,German,andJapanesefirms,notonlyusebriberyininternationaltransactionsbutmaydeducttheamountofthebribeontheirtaxesasanecessarybusinessexpense.,Asbusinessbecomesmoreglobalized,differentperceptionsexistregardingtheappropriatenessofcertainincentives.Whatisperceivedasbriberyisculturallyrelativejustasapersonsconsciencecanbecome“culturallyconditioned.”Whatisconsideredatip(toensurepromptness)inonecultureisconsideredillegalinanother.Professionalgo-betweensaresometimeshiredtoassurethattheproperpersonsaretippedtoavoiddelaysinapprovalsanddelivery.,HumorinBusiness,Usinghumorousanecdotesisawayofbreakingtheiceandestablishingarelaxedatmospherepriortogettingdowntobusiness.IntheU.S.,presentationsareoftenstartedwithajokeorcartoonrelatedtothetopic.MostEuropeancountriesalsousehumorduringbusinessmeetings.Asianhumorfindslittlemeritinjokesaboutsex,religion,orminorities;theytakewhatissaidquiteliterallyanddonotunderstandAmericanhumor.,Germans,too,findhumoroutofplaceduringbusinessmeetings.BritishandEgyptianhumorisself-deprecatingbutvisitorsmaynotjoinin.Perhapsjokesshouldbeavoidedaroundpersonsofdiversecultures;Americanhumorishardtoexportandappreciate.Althoughtheintentionofhumoristoputyourinternationalcolleaguesatease,theriskofoffendingsomeoneofanotherculture,oroftellingastorythatnooneunderstands,isgreat.Inshort,wedonotalllaughatthesamething.,Superstitions,Superstitionsarebeliefsthatareinconsistentwiththeknownlawsofscienceorwhatasocietyconsiderstrueandrational.Examples:abeliefthatspecialcharms,omens,orritualshavesupernaturalpowersSuperstitions,whicharetreatedrathercasuallyinEuropeandNorthAmerica,aretakenquiteseriouslyinothercultures.InpartsofAsia,fortunetellingandpalmistryareconsideredinfluentialinthelivesandbusinessdealingsofthepeople.,Inmanycultures,badluckandevendeathareassociatedwithcertainnumbers.PeopleoftheU.S.thinkthat13isanunluckynumber.MostAmericanhotelsdonothavea13thfloor,andevenahotelroomnumberendingin13mayberefused.Fridaythe13thisperceivedasanunluckyday;manyU.S.personswillnotscheduleimportantevents,suchasweddingsormajorsurgery,onthisday.,TheChinese,whoalsobelievethatgoodorbadluckisassociatedwithcertainnumbers,feelthat4isthemostnegativenumber,becauseitsoundslikethewordfordeath.HotelsinChina,HongKong,andTaiwanoftenhaveno4thfloor.SomeAsianairportshavenoGate4.Conversely,accordingtoChinesebeliefs,somenumbershavepositivemeanings.Example:thenumber6representshappiness,8meansfortune,prosper,and9representslonglife.,Taboos,Taboosarepracticesorverbalexpressionsconsideredbyasocietyorcultureasimproperorunacceptable.Taboosarerootedinthebeliefsofthepeopleofaspecificregionorcultureandarepasseddownfromgenerationtogeneration.InArabcountries,itisconsideredtabootoaskaboutthehealthofamanswife.InTaiwan,messagesshouldnotbewritteninredink,asthishasdeathconnotations.WritingapersonsnameinredalsohasnegativeassociationsinKorea,partsofMexico,andamongsomeChinese.,ConsumptionTaboos,U.S.-horsemeat,dogmeatStrictMuslims-porkandalcoholOrthodoxJews-pork,shellfish,meatandmilktogetherHindus-beef,TipsforDoingBusinessinChina,Takeyourtime.Inthewest,businessisruledbydeadlines.Chinesebusinesspeopleseemtoactslowlybywesternstandards,sobepreparedtowaitfordecisions.Buildrelationships.Inthewest,itsusualtodobusinessfirst,andthenseeifarelationshipispossible.InChina,itstheopposite.Youneedtobuildare