国际商务谈判中的跨文化交际 论文

1、 本科生毕业论文本科生毕业论文国际商务谈判中的跨文化交际国际商务谈判中的跨文化交际INTERCULTURAL COMMUNICATION IN INTERNATIONAL BUSINESS NEGOTIATION学生姓名所在专业英 语所在班级经贸英语 1053 班申请学位学 士指导教师贾正选职称教 授副指导教师职称答辩时间2009 年 6 月 6 日目 录CONTENTSABSTRACT(CHINESE) .IABSTRACT(ENGLISH).II1Introduction.12Overview of Intercultural Communication and International

2、 Business Negotiations.12.1Intercultural Communication.22.1.1Definition of Intercultural Communication .22.1.2Barriers of Intercultural Communication.32.1.3Significance of Intercultural Communication.32.2International Business Negotiations.32.2.1Concept of International Business Negotiation.32.2.2Ne

3、cessity of Negotiation in International Business.43Influences of Cultures on International Business Negotiation .43.1Understanding Cultural Differences.43.2Influences Exerted by Cultural Differences.53.2.1Negotiation Objectives.63.2.2Negotiation Styles.63.2.3Decision Making.73.3Consequences Caused b

4、y Cultural Differences.84Recommendations for Business Negotiators .84.1Strategies in Intercultural Business Negotiation.94.1.1Before Negotiation .94.1.2During Negotiation.94.1.3After Negotiation.104.2Negotiation Protocol and Etiquette.114.2.1Dress Code.114.2.2Greeting .114.2.3Exchanging Business Car

5、ds.114.2.4Business gifts .125Conclusion .12REFERENCES.13ACKNOWLEDGEMENTS .14摘 要摘 要当今世界，国际商务交流频繁，商务谈判在国际商务中占据着十分重要的地位。来自不同文化背景的谈判者有着不同的价值观和思维方式，因而也就决定了他们在商务谈判过程中的不同交际方式。因此，在国际商务谈判中，了解彼此不同的文化，熟悉商业活动中的文化差异，是国际经济贸易与商务活动的需要，更是经济全球化这个时代的需要。本文针对文化差异对国际商务谈判带来的影响进行分析并试图从跨文化角度提出建议。关键词： 国际商务谈判；文化差异；建议ABSTRACTI

6、ABSTRACTNowadays, international business communications become frequent and business negotiations play a very important part in international business. Negotiators from different cultural backgrounds have different values and ways of thinking, which determine the different negotiating styles during

7、the process of negotiation. Therefore, to understand the cultural differences in international business is the need of international trade and business activities.In this thesis, we focus on analyzing the barriers and influences caused by culture differences in international business negotiation and

8、 attempt to give some recommendations to negotiators through a cross-cultural perspective.KEY WORDS: international business negotiation; cultural differences; recommendations广东海洋大学 2009 届本科生毕业论文0INTERCULTURAL COMMUNICATIONIN INTERNATIONAL BUSINESS NEGOTIATIONEnglish Major, 200512321302, Chen Genghao

9、Supervisor: Jia Zhengxuan1IntroductionNowadays as the world becomes a whole, communications between peoples, companies, areas and countries with different cultures are more and more frequent. Because communication is an element of culture, it has often been said that communication and culture are in

10、separable. As Alfred G. Smith (1966) wrote in his preface to Communication and Culture, “culture is a code we learn and share, and learning and sharing require communication. Communication requires coding and symbols that must be learned and shared. Godwin C. Chu (1977) observed that every cultural

11、pattern and every single act of social behavior involves communication. To be understood, the two must be studied together. Culture cannot be known with a study of communication, and communication can only be understood with an understanding of the culture it supports”. 32With the increasing number

12、of multinational corporations and the globalization of the economy, intercultural business communication continues to become more important. People with different cultures might do business with different styles, which would probably cause many arguments. Since all international activity involves co

13、mmunication, people participating in international business need knowledge of intercultural business communication to prepare them for upward mobility and promotion in tomorrows culturally diverse domestic and international environments. In addition, they should be sensitive to differences in interc

14、ultural business communication, both present and future.While recognizing the significant differences that can exist across cultures, it is important to acknowledge the existence of individual differences within any given society. In this thesis, therefore, we are going to reveal differences of nego

15、tiation styles in international business from an intercultural perspective. If these differences can be recognized and accounted for, a basis for mutual understanding and trust can be established as a precondition for a long-lasting mutually beneficial cooperation.2Overview of Intercultural Communic

16、ation and International Business 广东海洋大学 2009 届本科生毕业论文1Negotiations2.1 Intercultural Communication2.1.1Definition of Intercultural CommunicationCulture is around us everywhere and we are affected by it all the time before we can realize it. But what is culture?Culture is the unique combination of lea

17、rning and experience that gives an individual an anchoring point, an identity, as well as codes of conduct. 125Of more than 160 definitions of culture, some conceive of culture as separating humans from non-humans, some define it as communicable knowledge, and some as the sum of historical achieveme

18、nts produced by mans social life. All of the definitions have common elements: culture is learned, shared, and transmitted from one generation to the next. Culture is primarily passed on from parents to their children but also transmitted by social organizations, special interest groups, governments

19、, schools, and churches. Common ways of thinking and behaving that are developed are then reinforced through social pressure. Culture is also multidimensional, consisting of a number of common elements that are interdependent. Changes occurring in one of the dimensions will affect the others as well

20、.Culture is also defined as an integrated system of learned behavior patterns that are characteristic of the members of any given society. It includes everything that a group thinks, says, does, and makes its customs, languages, material artifacts, and shared systems of attitudes and feelings. 5177-

21、178Having defined “culture”, lets see what the concept of communication is.Communication, consisting of verbal communication and non-verbal communication, is the process of sending and receiving messages. And communication is effective only when people understand each other, stimulate others to take

22、 action, and encourage others to think in new ways. 22-3As we know, language is one part of culture; we communicate through language. Moreover, it is the carrier as well. Various kinds of culture spreading, exchanging, developing and extending depend on language. Communication is affected by culture

23、 while culture spreads through communication.Intercultural communication is the process of sending and receiving messages between people whose cultural background leads them to interpret verbal and nonverbal signs differently. 248 In brief, it means communication between persons of different culture

24、s. And intercultural business communication is a relatively new term in the business world and is defined as communication within and between businesses that involves people from more 广东海洋大学 2009 届本科生毕业论文2than one culture. 322.1.2Barriers of Intercultural CommunicationWhen encountering someone from

25、another culture, communication barriers are often created when the behavior of the other person differs from our own. Therefore, todays competitive global economy results in frequent intercultural communication, during which there may be two main barriers.First, language. There are thousands of lang

26、uages spoken in the world. But only a few dominate. The English, French, and Spanish languages have widespread acceptance. They are spoken prevalently in 44, 27, and 20 countries, respectively. Even though you are able to master one or some of them, it is also not easy for you to communicate with lo

27、cal people freely; because there are still slang, jargon, dialects, pidgin and accents you are unable to master completely.Second, value systems. Different cultures build up a different value system. We hold the different perceptions or beliefs about groups or individuals based on previously formed

28、opinions and attitudes. Therefore, while we are negotiating with a businessman with different cultures, we will consider the same questions in our own way, which might probably raise lots of different opinions. 2.1.3Significance of Intercultural CommunicationDespite of the barriers, intercultural co

29、mmunications also bring a number of benefits, which mean a lot to both parties of the communicators. Here are some of them:First, it helps in developing a common understanding of the needs, philosophy and history of other cultures. Second, it enables us to improve our own quality of life by learning

30、 how other cultures have solved similar problems as ones own.Third, to communicate with colleagues and clients with different cultures effectively will be the competitive advantage of the company.Finally, through intercultural communication, we can remove the differences among different countries wi

31、th different cultures.2.2 International Business Negotiations2.2.1Concept of International Business NegotiationEveryone negotiates all the time. Since the development of human language, there have been negotiations made amongst humans. Negotiation as a significant social activity is a means of deali

32、ng with human relationships and resolving conflicts and has never disappeared.广东海洋大学 2009 届本科生毕业论文3The increasing globalization of industries will necessitate an increase in strategic alliance and hence intercultural negotiations. Intercultural negotiation involves discussions of common and conflict

33、ing interests between persons of different cultural backgrounds who work to reach an agreement of mutual benefit. 3192According to Dr. Nierenberg, negotiation should follow the following principles:First, “negotiation” is an element of human behavior. It depends on communication, that is, it occurs

34、between individuals. Whenever people exchange ideas with the intention of changing relationships, and whenever they consider for agreement, they are negotiating. Secondly, “negotiation” takes place only over issues that are “negotiable”. Thirdly, “negotiation” takes place only between people who hav

35、e the same interest. Fourthly, “negotiation” takes place only when negotiators are interested not only in taking but also in giving; and finally, “negotiation” takes place only when negotiating parties trust each other to some extent. 61-22.2.2Necessity of Negotiation in International BusinessIntern

36、ational business negotiation is one of the most important processes of international business and also the essential stage before signing the contract. The issues negotiated during the negotiation will determine the terms and details of the contract, which clearly defines the rights and responsibili

37、ties of both parties.Compared with home trade, it is much more complicated to do business negotiation in international business; because the two parties are in different countries with different social systems, political systems, legal systems, economic structures and trade practices due to the diff

38、erent cultural backgrounds.In the process of negotiation, both of the parties will display every effective strategy to deal correctly with and resolve the conflicts and contradictions so as to reach a mutually acceptable agreement under a fair and reasonable principle. Once they make a mistake, they

39、 might fail to make a deal with the other party and there might be a negative impact on their relationships.As a result, it is obvious how important the process of negotiation is in international business. To make this process successfully will lead both of them to a win-win situation.3Influences of

40、 Cultures on International Business Negotiation3.1 Understanding Cultural DifferencesFirst of all, lets find out the reasons of cultural differences.To study the reasons for the differences between cultures is very useful and important for differentiating international business relationships between

41、 nations because culture may 广东海洋大学 2009 届本科生毕业论文4become an obstacle between the international businesspeople if they are not familiar with the culture of the country from which their customers come.There are four chief factors that result in cultural differences.1) LanguageLanguage plays a particul

42、arly prominent role in the way culture is transmitted. Without language, there would be no real culture. Language helps people think and communicate. And language is an artifact of culture that helps to form its values, attitudes, beliefs, and behavioral routines. A language is inextricably linked w

43、ith all aspects of a culture, and each culture reflects in its language what is of value to the people.2) SurvivalMany cultural characteristics originally developed to help the survival of groups in their environment. For example, many western cultures shake hands with their tight hand as a form of

44、greeting. Initially, this was probably an indication that no weapon was being held or about to be drawn with the dominant right hand.3) ReligionReligion, an important component of culture, is responsible for many of the attitudes and beliefs that affect human behaviors. So people of different religi

45、ons differ in culture. Also, religion reflects beliefs and behaviors shared by groups of people that cannot be verified by empirical tests, so religious values are closely related to cultural values. Therefore, to know the basic tenets of some of the more popular religions will contribute to a bette

46、r understanding of why peoples behaviors and attitudes vary so greatly from country to country.4) EnvironmentEnvironment refers to the surroundings one lives in. It includes the material life, the education system, the political system, the traditional modes of thoughts and so on. It is said that ma

47、n is an outcome of the environment, which means that the environment a person lives in will shape him or her in some way. 973-75From the above reasons we see that it is impossible for us to avoid cultural differences when doing international business. Therefore, understanding cultural differences re

48、quires constant monitoring of changes caused by outside events as well as changes caused by the business entity itself. Besides, we should accept the cultural differences and keep moving on.3.2 Influences Exerted by Cultural DifferencesIn international business settings, the progress of the negotiat

49、ion process and the parties apprehension of their relationship are under the influence of some factors, among which cultural differences play a crucial role. Culture is a major determinant of strategies and tactics in international business negotiations, because negotiations involve communication, t

50、ime and 广东海洋大学 2009 届本科生毕业论文5power and these variables differ across cultures. Cultural differences create a challenge to the negotiators involved, and demand understanding as well as flexibility. Cultural elements influence the style, method, pace, and goal of negotiators. The negotiators must rema

51、in alert to not only the culture of the society represented but the personal views and outlook of the negotiator across the negotiation table and even across wire (taking on the phone). 976Therefore, an ability to assess these differences and properly handle the consequences is essential for achievi

52、ng success in international business negotiations.3.2.1Negotiation ObjectivesAny negotiation should be oriented by its objectives. The objective is the prerequisite of a negotiation. Only under the guidance of clear, specific, impersonal and feasible objectives could the negotiation be in a positive

53、 position. If the objectives are vague with blindness, then it means an impossible successful negotiation. 666However while doing international business negotiation, parties from different cultures might set different negotiation goals. The differences of thinking models and value systems will lead

54、to the different objectives.Take Chinese and American negotiators for example. Chinese negotiators, tending to take a relational approach to negotiation, attach great importance to establishing a sustainable business relationship. Therefore, the Chinese approach to the negotiating process is rather

55、to establish a relationship than to sign a contract with their partner. The failure of relationship building often results in the abortion of the transaction in the end. The contract, for the Chinese negotiators, does not mean finality but is generally a starting point.American negotiators, on the c

56、ontrary, generally taking a transactional approach to negotiation, devote their energy and time to the deal itself and attempt to achieve the finalization of the deal. Viewing the interpersonal relationship as incidental, or in some cases, partly instrumental to the negotiation process, they think o

57、f the signing of a contract between the parties as their primary negotiating aim. They consider such a contract a binding agreement that outlines the roles, rights and obligations of each party. 10263.2.2Negotiation StylesNegotiation between business people is an activity of cross-cultural communica

58、tion, and closely linked with communication is the accommodation of differences in negotiating styles. 976During international business, styles of negotiation vary among cultures. Nowadays, the 广东海洋大学 2009 届本科生毕业论文6American style of negotiating is possibly the most influential in the world. It is th

59、e style which dominates the literature and many other people seek to emulate. In business negotiations, Americans are explicit, frank and high assertive. They press their goals, value efficiency and prefer to include all necessary parts in the negotiations embracing designing, development, productio

60、n, engineering, sale and price and reach a package deal. 5193-194 They place emphasis on direct and simple methods of negotiation. In a culture that values directness such as the America, one can expect to receive a clear and definite response to proposals and questions. Negotiators from North Ameri