文化差异对国际商务谈判的影响 英语文献综述

指导教师：指导教师：曆赢淅注翹亦卄（S诸烽（*克亠ZHIJIANGYUEX1VUNIVERSITYOFFOREICNLANGUAGES科毕业论文（设计）文献综述题目：文化差异对国际商务谈判的影响学院：英语学院专业：英语班级：学号:学生姓名：#IntroductionWiththerapiddevelopmentoftheeconomicglobalizationandthefrequentbusinesscontacts,theimportanceofbusinessnegotiationgetsobviousgradually.Internationalbusinessnegotiationreferstobusinesspartiesindifferentcountriesandregionsinordertomeettheirneeds,usingthewayofinformationexchangeandconsultationtoreachtheconsensusofbehaviorandprocess.Internationalbusinessnegotiationplaysanimportantroleinbusinessactivitiesandasignificantprocessintheconstitutionofthecorecompetenceoftheenterprises.Thelevelofinternationalbusinessnegotiationtoalargeextentdetermineswhetherenterprisecanobtainadvantagesornotintheinternationalcompetition.Internationalbusinessnegotiationhasacomplexcross-culture,anditbelongstosuchanegotiationwithdifferentwaysofthinking,feelingandbehavior,whichismuchmorechallengingthanthenegotiationunderthesingleculturalenvironment.Negotiatorsfromdifferentcountriesorregionshavedifferentculturalbackgrounds,values,waysofthinking,behavioralpatterns,communicationpatterns,languagesandcustoms.Forthesakeofremovingtheobstaclestocommunicationwithforeigncustomers,ensuringthesmoothprogressofthenegotiations,businessnegotiatorshavetounderstandandgrasptheimportanceofculturaldifferencesoninternationalbusinessnegotiations.Thispaperreviewsfromtheimpactofculturaldifferencesonbusinessnegotiationanditsstrategies.LiteraturereviewAnalysisoftheDomesticandAbroadResearchActualitiesBusinessnegotiationastheboomingfieldofdomesticresearchisinitsinfancyinmanyaspects,andnowtherearealargenumberofscholarshavingdonealotoftheoreticalandpracticalresearches,butblankspotsarestillexiting.Accordingtotheinformedliteraturereviews,wecanseethattherearestillsomeproblemsneedtostudyingandresolving.Firstofall,ontheaspectbusinessnegotiationstrategies,informedliteraturereviewshavestudiedfromthenegotiationoverallpreparationandtheselectionofnegotiationpatterns.Butwiththenegotiationismoreandmoreimportantintheglobaltrade,negotiatingstrategiesarenolongerlimitedtothenegotiationitself;itshouldbemoreoutwardexpansion.NegotiationisacombinationofEconomics,linguistics,psychology,mannersandsomanyintegrated-subjects;therefore,informulatingnegotiatingstrategies,wearesupposedtopaymoreattentiontotheapplicationofdifferentsubjectsinavarietyofnegotiationstomakenegotiationstrategiesachieveoptimalperformance,itisnotjustsimpleaccumulationofeachsubject.Secondly,whendealingwithculturaldifferences,alotofinformedliteraturereviewshaveconcentratedonthathowtoovercomethebarriersofculturaldifferencesininternationalbusinessnegotiation.Buttherealityisthatasuccessfulnegotiationisnotonlyagameonthenegotiationtable,thepreparationperiodofthenegotiationsplayacrucialroleinthenegotiations.Manyofthecurrentdomesticresearchesstudyseparately,whichleadstotheconsequencethattherearefewerstudiesonthepreparationofbusinessnegotiation.Withthedevelopmentofthenegotiation,overcomingculturaldifferencesisnotjustconfinedtoastudyonthenegotiationtable.Last,facingtheproblemsoflanguageinthebusinessnegotiation,wecancombinethelanguageinusewiththeoverallstrategiesinbusinessnegotiation,becauselanguageasoneimportantkindoftoolsinnegotiation,itshouldbestudiedinaspecificenvironment,whichwillbeconducivetomakeawiderandmorevigorousstudyonthelanguageapplicationproblemsinbusinessnegotiation.Researchershaveapproachedbusinessnegotiationfromvariousdisciplinessuchaspoliticalscience,socialpsychology,ororganization,cross-cultural,marketing,andcommunications.ButmostofthescholarsabroadfocusontheuseofstrategiesandtacticsfromthemanagerialviewandtheChinesescholarsconcentrateonthebehaviorsandthestrategiesusedinallkindsofnegotiations,butdonotpayenoughattentiontothestudyoftheimpactofotherculturaldifferencesoninternationalbusinessnegotiationsuchasvaluesandwaysofthinking.It'snotsurprisingthatthelast20yearshaveseenanendlessstreamofbooksandarticlesonbusinessnegotiationintheWest.Manyofthemarebest-sellers.Manyscholarshavedonealotofworkonbusinessnegotiation.Numerousbooksandarticles,fromdifferentperspectives,havebeenwrittenaboutthecomplexitiesofnegotiatingcrossculture,andtheylaystressontheinfluenceofmanyculturaldifferencesoninternationalbusinessnegotiation.InChina,sofar,notverymanypublicationsonbusinessnegotiationsareknownuntiltheearly1990's.HuGengshen(1992)claimsthatitisofgreatnecessitytointroduceandlearntheforeigntheoriesandskillsconcerningInternationalbusinessnegotiation.Somebargainingstrategiesandtacticsarealsodiscussedintheinternationalbusinessnegotiation.Inthe20thcentury,especiallytheyearssincetheriseofChinaintheworldeconomy,moreandmorescholarsworkontheresearchofinternationalbusinessnegotiationinordertomeettheneedsofsociety;meanwhiletheyhopethatitwillshedsomelightonEnglishforspecialpurposestudyoninternationalbusinessnegotiation.StudyontheimpactofculturaldifferencesoninternationalbusinessnegotiationsismainlycarriedoutbyscholarsinNorthAmerica,particularlyinFrance,Holland,Sweden,ArgentinaandRussia.Inthe1990s,theresearchesfocusedontheproblemsrelatedto:cultureinfluencesonthenegotiationprocessandtheoutcomeofnegotiation,thelinkagebetweencultureandnegotiationsituation,practicalrecommendationsforprofessionals,aswellasresearchandmethodologyissues.“Theimpactofculturaldifferencesininternationalsalesnegotiation”isdividedintofourclassesbyGurry(2004):Behavioralintentionsoftheparticipants,basicconceptofthenegotiationandnegotiationstrategies,negotiatingprocesses(agenda-setting,scheduling,informationprocessing,communication,tactics,andthedevelopmentofrelations)andresultorientations.AustriannegotiationexpertKremenyuk(2002)inthebookinternationalnegotiationspointsoutthatinternationalbusinessnegotiationhasthreemaincomponents:abackgroundfactors,atmosphereandprocess,andeachsectionisundertheinfluenceofculturalfactors,suchasdifferentmeaningandsignificanceofthetime,theroleofindividualsinacollectivity,theimportanceofcommunicationandpersonalrelationships.Insomerecentresearchesontheinternationalnegotiation,scholarshavestressedonculturalvariablesorintegratedculturalelementsintherelevantmodelsandexamples,andrelatedmethodscanbedividedintothefollowingfourcategories:structure-programmethod,behavior,awareness-strategyandprocedure.Also,thelocalresearchesofinternationalnegotiationhaveexpandedtoChinaandNepal.Inrecentyears,thepeople'sawarenessoftheimpactofculturaldifferencesonnegotiationactivities,negotiatingbusinessindustryandacademiaathomeandabroadallhavethisconsensus,buttheyhavethedifferentopinionsonthequestionthathowtoovercometheculturalbarriers.ImpactofCulturalDifferencesonBusinessNegotiationSomeresearchershavequestionedtheveryfactthatculturaldifferenceshaveanimpactoninternationalbusinessnegotiations,arguingthatnegotiationisnegotiationirrespectiveofwhereandwithwhomittakesplaces.Zartman(1993:19)hasphraseditinstrongterm:Cultureistonegotiationwhatbirdsflyingintoenginesaretoflyingairplanesor,atmost,whatweatheristoaerodynamics—practicalimpedimentsthatneedtobetakenintoaccount(andavoided)oncethebasicprocessisfullyunderstoodandimplemented.However,thereisnowmuchempiricalsupportfortheviewthatculturehasanimpactonbusinessnegotiation(Brett&Okumura1998;Bazermanetal.2000;Adairetal.2001;Adler2002).Supportiscomingaswellfromauthorsactuallyinvolvedininternationalnegotiations(Schuster&Copeland1999;Saner,2000).Whennegotiatinginternationally,oneneedsculturalknowledgeandskillsininterculturalcommunication.Manyagreementshavetobenegotiated,drafted,sighedandfinallyimplemented:salescontracts,licensingagreements,jointventuresandvariouskindsofpartnerships,agencyanddistributionagreements,turnkeycontracts,etc..Negotiationisnotonlybasedonlegalandbusinessmatters,hardfactswhichareoftenemphasizedasbeingthesoleimportantfacts,butalsoonthequalityofhumanansocialrelations.InChina,TangManlanandLvXiaoyan(2009)pointsoutthatbusinessnegotiationinessenceisaspecialmanifestationofinterpersonalrelationships,andthinkinghabits,languagearts,psychologicalneedsofhumanareallbasedonspecificculture.Therefore,itshouldbenotedthattherehavebeenculturaldifferencesbetweentwoormorepartiesinabusinessnegotiation.Inmanyfactorsimpactedbyculturaldifferences,communications,values,waysofthinkingarethethreemainfactors.2.2.1.CommunicationsCommunicationisaprogramcoveyconceptsorideasfromonepersontoanotherorinterpersonaltransfer,thepurposeistomakethepeoplereceivingcommunicationgettheunderstandinginthinking.Communicationistheexchangeandflowofinformationandideasfromonepersontoanother;itinvolvesasendertransmittinganidea,information,orfeelingtoareceiver.Effectivecommunicationoccursonly讦thereceiverunderstandstheexactinformationorideathatthesenderintendedtotransmit.Manyoftheproblemsthatoccurinanorganizationaretheeitherthedirectresultofpeoplefailingtocommunicateand/orprocesses,whichleadstoconfusionandcancausegoodplanstofail(Mistryetal.2008).Communicationcanbedefinedassocialinteractionthroughinformation.Thewaysofpeoplecommunicatecontainsverbalandnon-verbalcommunication.Verbalcommunicationmainlyreferstooralcommunication,whichtypicallyreliesonlanguages.Languagedeterminesculture,andthereisacloserelationshipbetweenverbalcommunicationandculture(HuZhuanglin,2001).Eventhenegotiatorssharethesameculturalbackground,theyalsohaveabout10%〜20%informationmisunderstoodormistaken.Thenininternationalbusinessnegotiation,usingforeignlanguageorthesecondlanguagetocommunicatecanmaketheproportionofmisunderstandingormistakenrisedramatically.Internationalbusinessnegotiationisalwaysfacedwithlanguagebarriers.Inadditiontoverbalcommunication,negotiatorscanalsousenon-verbalcommunication.Non-verbalcommunicationmeansthefactorswiththevalueofoutputtingorreceivingbesideslanguagefactorsinformationinacertaincommunicativeenvironment,thesefactorscanbegeneratedartificiallyorcreatedbytheenvironment(Samoraretal.1981).Researchhasshownthatinformationfromlanguagesisnotmorethan35%inface-to-facecommunicationand65%informationistransmittedthroughnon-verbalforms(LiuJianming,2006).Gestures,kinesics,eyecontact,facialexpressions,costumesandtakingadvantageoftimeandspacearetheprimarywaysofnon-verbalcommunication.Thesearenotwiththecertainsymbolsandsignificancelikelanguages,whichiseasytomisunderstand;differentcultureswillhavedifferentwaysofnon-verbalcommunication.ValuesValuescanbedefinedasimportantandenduringbeliefsoridealssharedbythemembersofacultureaboutwhatisgoodordesirableandwhatisnot.Valuesexertmajorinfluenceonthebehaviorofanindividualandserveasbroadguidelinesinallsituations.Valuesisthefundamentalstartingpointdecidingtheactionstakenandopinionsheldbypeople(HuWenzhong,2003),whichdirectlyaffectsthewayofpeople'sthinkingandresolvingproblems.Differentcultureshavedifferentvalues.SocialpsychologistHoffstetterconcludes“individualism-collectivism”intotheimportantdimensionalityofthedifferenceofEasternandWesternculturalvalues(GuanShijie,1995:156).Inthousandsofyearsoffeudalculturebreeding,thesocialclassconceptallowsChineseemphasisoncollectiveresponsibilityandindividualpower,socalled“centralization”.WhileWesterners,themorestressthecollectivepower,thatis,“decentralization”，andtheyemphasizepersonalresponsibility.Westernersbelievethatresponsibilities,powersarecloselylinkedtotheaccurateinformation,andconsistofpersonalmastery.Everyoneshouldgivefullplaytotheirinitiative,stressefficiency,completesetobjectivestosolvepracticalproblemsundertheleadershipofasuperior.Triandisestimatedthat70%oftheworld'spopulationlivingintheculturewithcharacteristicsofcollectivism(Triandis,1990:48).Thismaybebecausetheyarevulnerable,andthefieldsofeconomy,scienceandtechnology'sdevelopmentlagbehindforalongtime,whichnotonlycausestheweaknessofcountry'seconomicfoundation,butalsoleadspersonalabilitiesandopportunitiestoshrinkgreatly,anditmakesindividualsbemoredependentonthecollectivepoweroftheState,othersorsocialorganizationswhethertheyfightagainstnatureorseeksurvivalanddevelopmentinsociety.Differentcultures,nationsandcountrieshavedifferentlevelsofindividualismorcollectivism.Itmayalsobeshownasacontinuum;peopleinsomecountrieshavestrongerindividualism,whilesomecountries'peoplehavestrongercollectivism.Amongthesecountries,themoredevelopthecountriesare,thestrongertheindividualismis,andofcourseit'sthesameinreverse.WaysofthinkingIntheprocessofinternationalbusinessnegotiation,thinkingisthedrivingforceofthenegotiation.UnitedStatesscholarStewart(2005)inthebookAmericanCulturalPatterns:aCross-CulturalPerspectivepointedoutthatAmericanshavetheabstractanalysisandpracticalthinkingorientation.Theirthinkingprocessisproceedingfromconcretefacts,andfromwhich,theysummarizeanddrawconclusions.Europeansaremorethoughtfulandtheoretical,theirwayofthinkinghasfocusedontheperceptionoftheworldandsymbolicthinking,theyliketouselogicalmeanstodeducefromoneconcepttoanother,andtheyrelyonthepowerofthought.Chineseprefertouseimagerythinkingandcomprehensivethinking,andtheyusedtounitingdifferentpartsasawholeandtakingthealltheaspectsintoconsideration.Manyinternationalbusinessnegotiationshavetostoporpostponejustbecausenegotiatorsareunabletoadapttoopponent'swayofthinkingwhichleadstotheunhappyconsequences.Ifdifferencesinwayofthinkingcannotberemoved,itmustleadtotheresultoffacingwithobstaclestonegotiationbetweentwosides,suchastheAmericanspayattentiontofacts;theymakeclearnessbetweenpeopleandmattersinthenegotiationprocess.Chinesepayattentiontointegratedwholeandtakeeverythingintoconsideration;Europeanshavegoodlogicalthinkingandtightlynegotiationdetails.ManyAmericansliketocometothestraightpointwhennegotiating;manyChineseareabletotalkaboutsomedigressionbeforeformalnegotiationtoadjusttheatmosphere.TheStrategiesofDealingwithCulturalDifferencesinInternationalBusinessNegotiationsFirst,ininternationalbusinessnegotiation,theawarenessofcross-culturalcommunicationshouldbecultivatedandstrengthened.“Interculturalcommunicationisadisciplinewithanobviousfeatureofpracticalapplicability.Itismoreofapractical,‘physicalphenomena'subject.Ithastheadvantagesofstrongoperability,highempiricalvalueandpracticalmeaning.”(GaoYihong,2000:187)Indeed,interculturalcommunicationhasawideapplicabilityandcanbeappliedtointernationalbusinessnegotiation.Secondly,inordertoachievethesuccessofnegotiation,negotiatorshavetoovercomecommunicationbarriers.Ininternationalbusinessnegotiation,becauseofculturaldifferences,verbalandnon-verbalcommunicationwillbringobstaclestothenegotiation.Thus,activeandeffectivecommunicationstrategiesareveryimportant.GanChangyin(1999,2001)pointsoutthatmildexpressions,whichmaybeusedtoaffectthefeelingsandemotionsinnegotiation,areofgreathelptomaintainacooperativerelationshipbetweenthepartiesconcerned.Hefurtherpointsoutthatitismorecrucialfornegotiatorstousedifferentlanguageformscooperativelyandharmoniouslyratherthanusethemrespectively.WuLamei&YangLincong(2001)outlinethattherearefourpragmaticstrategiesmostcommonlyusedinnegotiationsaccordingtoGrice'sCPtheory:euphemism,humor,vaguenessandapprobation.Then,thenegotiatorsshouldbeflexibletocreatemulticultureservicedonbothsides.Duetodifferentcultures,differentwaysofthinking,differentvaluesandotherdifferences,internationalbusinessnegotiationiseasytocometoadeadlock.Inthiscase,bothpartiesshouldworkactivelyandcreatively,tobeflexibleandofferconstructivesuggestionsinconsultation.Thepartiesofcross-culturalnegotiationshouldhavethecouragetodeveloptheirowncultureandtakingthecross-cultureintoaccount.Allinall,crossculturalfactorssuchascommunication,waysofthinkingandvalues,whoseimpactoninternationalbusinessnegotiationsarerecessiveandpotentialbutmustnotbeign