新编国际贸易英语培养和培训教程

1、新编国际贸易英语培养和培训教程Chapter 2 Culture and international trade文化与国际贸易Learning objectives To understand the meaning of cultureTo know the levels of corporation cultureTo know the reasons of culture conflictsTo answer why should the MNCs make cultural adaptationOpening vignetteLive to work or work to liveMa

2、in idea of the passage:Try to find the topic sentence of the paragraph.Culture differences between America and Mexican:Business greeting; language difficulties; attitude towards money; dinner meeting; business culture meetings (time; conversation; executive levels of the company); to leave a message

3、; dress for business meetings; time of the appointment time; delivery date.Discussion:How do you understand the saying “Americans live to work, but Mexicans work to live”?2.1 Culture and corporation cultureWarm-up questions:1 Tell others your opinion about the roots of culture differences.2 Why do m

4、ultinational enterprises pay so much attention to the local culture?2.1.1 What is cultureTry to find the definition of culture (Guarnaccia and Rodriguez, 1996)2.1.1 What is cultureWhat is culture? The word ”culture” has many meanings. For example, we some times say that people who know about art, mu

5、sic, and literature are cultured. However, the word culture has a different meaning for anthropologist (people who study humankind). To an anthropologist the word culture means all the ways in which a group of people act, dress, think, and feel. People have to learn the cultural ways of their commun

6、ity: they are not something that the people in the group are born with. 2.1.1 What is cultureWhat is high-context culture and what is low-context culture?How do you understand “Cultural analysis illuminates subcultural dynamics within organizations”2.1.2 Hofstedes cultural DimensionsHofstede divided

7、 culture into four dimensions at culture-level：Power distanceIndividualism/collectivismMasculinity/femininityUncertainty avoidanceThe fifth dimension: long-term orientation 2.1.2 Hofstedes cultural Dimensions权力距离是组织和团体（比如家庭）中的弱势群体接受与期待权力不平等分配的程度。它代表了不平等（多与少），但是是由下向上定义的（译者注：表示权力距离指数低，社会不平等程度低），而不是由上向

8、下。它显示出，下层人民对于一个社会的不平等程度的接受程度与领导阶层地接受程度是一样的。显而易见，权力与不平等是任何社会的最基本现实，任何具有国际经验的个体都会意识到“所有社会都是不平等的，但是一些社会比其他更为不平等”。2.1.2 Hofstedes cultural Dimensions权力距离是用来表示人们对组织中权力分配不平等情况的接受程度，权力距离有大小之分，它的大小可以用指数PDI（power distance index ）来表示。可以根据上级决策的方式（民主还是专制）、上下级发生冲突时下级的恐惧心理等因素来确定权力距离指数的概念。2.1.2 Hofstedes cultural

9、DimensionsIndividualism (IDV) on the one side versus its opposite, collectivism, that is the degree to which individuals are inte-grated into groups. On the individualist side we find societies in which the ties between individuals are loose: everyone is expected to look after him/herself and his/he

10、r immediate family. On the collectivist side, we find societies in which people from birth onwards are integrated into strong, cohesive in-groups, often extended families (with uncles, aunts and grandparents) which continue protecting them in exchange for unquestioning loyalty. The word collectivism

11、 in this sense has no political meaning: it refers to the group, not to the state. Again, the issue addressed by this dimension is an extremely fundamental one, regarding all societies in the world.2.1.2 Hofstedes cultural DimensionsMasculinity (MAS) versus its opposite, femininity, refers to the di

12、stribution of roles between the genders which is another fundamental issue for any society to which a range of solutions are found. The IBM studies revealed that (a) womens values differ less among societies than mens values; (b) mens values from one country to another contain a dimension from very

13、assertive and competitive and maximally different from womens values on the one side, to modest and caring and similar to womens values on the other. The assertive pole has been called masculine and the modest, caring pole feminine. The women in feminine countries have the same modest, caring values

14、 as the men; in the masculine countries they are somewhat assertive and competitive, but not as much as the men, so that these countries show a gap between mens values and womens values.2.1.2 Hofstedes cultural DimensionsUncertainty Avoidance Index (UAI) deals with a societys tolerance for uncertain

15、ty and ambiguity; it ultimately refers to mans search for Truth. It indicates to what extent a culture programs its members to feel either uncomfortable or comfortable in unstructured situations. Unstructured situations are novel, unknown, surprising, different from usual. Uncertainty avoiding cultu

16、res try to minimize the possibility of such situations by strict laws and rules, safety and security measures, and on the philosophical and religious level by a belief in absolute Truth; there can only be one Truth and we have it. People in uncertainty avoiding countries are also more emotional, and

17、 motivated by inner nervous energy. The opposite type, uncertainty accepting cultures, are more tolerant of opinions different from what they are used to; they try to have as few rules as possible, and on the philosophical and religious level they are relativist and allow many currents to flow side

18、by side. People within these cultures are more phlegmatic and contemplative, and not expected by their environment to express emotions.2.1.2 Hofstedes cultural DimensionsLong-Term Orientation (LTO) versus short-term orientation: this fifth dimension was found in a study among students in 23 countrie

19、s around the world, using a questionnaire designed by Chinese scholars It can be said to deal with Virtue regardless of Truth. Values associated with Long Term Orientation are thrift and perseverance; values associated with Short Term Orientation are respect for tradition, fulfilling social obligati

20、ons, and protecting ones face. Both the positively and the negatively rated values of this dimension are found in the teachings of Confucius, the most influential Chinese philosopher who lived around 500 B.C.; however, the dimension also applies to countries without a Confucian heritage.2.1.2 Hofste

21、des cultural Dimensions不确定性规避(Uncertainty Avoidance Index; Uncertainty Avoidance)是由吉尔特霍夫斯泰德（Geert Hofstede）建立的区别文化间差异的四维体系中的第二个维度。指的是一个社会感受到的不确定性和模糊情景的威胁程度。并试图以提供较大的职业安全，建立更正式的规则，不容忍偏离观点和行为，相信绝对知识和专家评定等手段来避免这些情景，其强弱是通过不确定性规避指数来表示的。2.1.2 Hofstedes cultural Dimensions不确定性规避指的是人们忍受模糊(低不确定性规避)或者感到模糊和不确定

22、性的威胁(高不确定性规避)的程度。显然，不确定性规避的核心就是认为未来不可知。虽然可能每个人都在预测未来，但是没有人能够丝毫无误地预知下一刻、下一天、下一年或下十年会发生什么事情。美霍夫斯泰德用不确定性规避一词来“界定一种程度，一种当人们遇到混乱不清、难以预测的情况时所感到的不安程度。通过对严格的行为方式的遵循和对绝对真理的信仰，他们尽力避免这些情况。”2.1.2 Hofstedes cultural DimensionsHofstede divided culture into four dimensions at culture-level：Power distanceIndividual

23、ism/collectivismMasculinity/femininityUncertainty avoidanceThe fifth dimension: long-term orientation 2.1.3 Corporation cultureFind the definition of corporation cultureEdgar Scheins illustration of culture and corporationIllustrate the three “levels” of corporation culture which Edgar Schein put fo

24、rwardArtifacts espoused values basic underlying assumptions2.1.3 Corporation culturecorporation cultureCorporation Culture is the result of the commodity economy and the market economy. The so-called corporation culture, representing the method the company is using for the achievement of its unique

25、purpose, is a companys managing philosophy of arts. In a word, corporation culture leads to the concept value of the company, the physical and psychical appearance of the whole staff, the spiritual backbone of the whole company. 2.1.3 Corporation culturecorporation cultureBy setting up a healthy and

26、 wealthy corporation culture, we are aiming at forming the strong agglomeration成团团聚结块；power and center petal花瓣force of the whole employees group. The task of building up a healthy corporation culture will be a keystone of our work in the year 2003 to 2005. 2.1.3 Corporation culturecorporation cultur

27、eFrom the prospective of the long development view, the forming of the corporation culture is also the process of setting up the companys brand name. Through gaining the public recognition of our enterprises identification, the company is also exploring the broader market space. For setting up a suc

28、cessful enterprises brand name needs more than the investment, the equipment and technique input. A unique corporation culture is also a must. The culture factor will be a vital force in not only the development of the enterprises, but also in the process of raising the enterprises recognition and s

29、etting up of the brand name.22 Cultural diversity in international trade文化冲突（Corporate culture conflict）所谓文化冲突是指不同形态的文化或者文化要素之间相互对立,相互排斥的过程,它既指跨国企业在他国经营时与东道国的文化观念不同而产生的冲突，又包含了在一个企业内部由于员工分属不同文化背景的国家而产生的冲突。22 Cultural diversity in international trade2.2.1 Cultural conflicts in IndiaGeneralize the char

30、acteristics of India cultural2.2.2 Cultural conflicts in JapanWhy is it very difficult to develop business in Japan?Why relation is vital for business success in Japan?Illustrate the difference between Japanese and American.2.2.3 Cultural conflicts in Israel Illustrate the characteristics of culture

31、 in Israel:Greetings and space; time, verbal and nonverbal2.3 Cultural adaptation in international trade2.3.1 Cultural adaptation in international businessWhat is cultural adaptation?The tips about developing cross-cultural adaptation skills:1 Dont assume that you know everything about what is happe

32、ning around you.2 Language is your key to involvement in your new culture.3 Be honest and put others feet in your shoes.2.3.2 The three phases in cultural adaptationThe fresh and conflict phase.The adaptation phase.The integration phase.Additional vocabulary 1.NIPPON LIFE INSURANCE日本人寿保险公司 （ 日本 ） 2.SIEMENS 西门子公司