商务英语论文Cultural Differences Between China and the United States in Business Negotiations and Coping Skills

IIIChapterOneIntroduction1.1TheMeaningofCross-culturalCommunicationTheconceptionof"cross-culturalcommunication"canberoughlydefinedas:inaspecificcommunicationscene,communicatorsinvariousculturalbackgroundsusingthesamelanguage,eithermothertongueortargetlanguage,fortheiroralcommunication.“Cultureisthecollectiveprogrammingofthemindwhichdifferentiatesthemembersofonecategoryofpeoplefromanother”.Culturereferstocharacteristicsofbehavingandthinkingobtainedandtransmittedbysigns,whicharedifferentindifferentgroups.What'smore,thehistory,traditionsandvaluesarethebasisofthecharacteristicsofculture.Further,“culturalsystemsmayarguablybeconsideredresultingfromaction,andelementsforfurtheraction”.AndHernandez-RequejoandGraham(2008)definedculturebysuchelementsas“values,rituals,symbols,beliefs,andthoughtprocess”.Inaddition,lotsofexpertsholdtheviewthat“thedeterminantsandelementsofculturearelanguage,religion,socialstructure,values,andcommunication”(Griffin,&Pustay,2005).Thosedifferentconceptofculturestresstheneccessityofunderstandingdifferentkindsofcultures,especiallyintheprocessofinternationalbusinessnegotiating.However,thereareothertheoristsholdingthatcultureisnotinvariable,anditiscontinouslychangingastimegoeson(Usunier&Lee,2005,2009).Theexactpureculturedoesnotexistintheworldforonecultureiseasyinfluencedbyanother,exceptsomeplaceswherepeopledon'tgettouchwithanyothersfromforeigncultures.(Usunier&Lee,2009,p.26).Thisthesiscombinesbusinesscommunicationandunderstandingofculturalprioritieswiththeactualbusinesspracticeduringthenegotiatingprocesstomakemoresuccessfulinterculturalbusinessnegotiations.HopefullythethesiswilldeliverbenefitstobothChinesenegotiatorswhotakepartinthecross-culturalnegotiationandAmericaninvestorswhoinvestinChina.Theaimtothethesisistodemonstratetheexpert’sopinionsthatagreatdealofculturalfactorscanaffectthestylerevealedintheprocessofinterculturalbusinessnegotiations.ThesefactorscangiveusaclearercomprehendingoftheimpactsofdifferentculturalfactorsonnegotiationstyleinSino-UScross-culturalcommercialnegotiations.1.2GlobalBusinessNegotiationsGlobalbusinessnegotiationsrefertotheprocessofnegotiatingsituationsoftransactionswithinvariousstakeholdersinglobalcommercialactivitiessoastoconcludeatransaction.Internationalcommercialnegotiationsareanindispensableandimportantlinkinprocessingtheinternationalsalesofgoods.Inaddition,thisisalsoasignificantpointforsigningcontractsforsaleandpurchase.Globalbusinessnegotiationisanessentialandindispensablelinkageininternationaleconomyandthetradingwork.Withinthecurrentinternationalcommunity,manydifferenttransactionsalwaysneedtogothroughtaxingandtediousnegotiations.Thoughavastnumberofpeopledeemthatthequalityofdifferentgoods,providedbytheexchange,nomatterthetechnologyisadvanced,inexpensiveornotdeterminesthesuccessorfailureofnegotiation.However,inreality,thesuccessorfailureofdifferenttransactionsareusuallywithinacertaindegree.Relyingontheprogressofdifferentnegotiations.Amongglobalcommercialactivities,variousstakeholdershavetoconsultonquestionswithcommonconcernandinterest,adjusting,coordinatingtheirdifferentcommercialandpoliticalinterests,andseekingforcompromisesataparticulardegreetomakethebothsidesfeelatease,thenreachinganagreement.Henceforth,wesuggestthatglobalbusinessnegotiationsareextremelysignificantcommercialactivitieswithindifferenttradingandeconomicactivities,whichareanimportanttoadjustandresolvetheinevitableeconomicconflictsoftheirinterestbetweenvariousnationsandregionalauthoritiesandcommercialorganizations.Ininternationalbusinessnegotiation,thereexistsomesignificantculturalfactors,includinglanguageanddifferentthinkingmodes.Languageiscrucialinbusinessnegotiation.Inglobalbusinessnegotiation,negotiatorscomefromvariousnationsandspeakdifferentlanguages.Therefore,itissensibletomeetcommunicationproblemsinbusinessnegotiations.Inordertosmooththecommunicationprocess,translatorsandthosewhoarefamiliarwithcounterpart'slanguageareimportantinnegotiation.Itisalsonecessarythatthelanguageusedinnegotiationshouldbeclearlyunderstandablebybothspeakerandlistener.Thusitcanbeseenthatinternationalbusinessnegotiationisaveryimportantlinkinmodernglobalbusinessexchanges.Todoagoodjobinthisworkrequiresustocorrectlylookattheproblemscausedbyculturaldifferences,andproperlydealwiththeculturalobstaclesinvariousbusinessnegotiations,andminimizetheproblemsandeffectscausedbycross-culturalcommunication.Itisofgreatimportancetodosuchasoundjobinboostingthelong-termeconomicdevelopmentpathinthefuture.ChapterTwoSpecificDemonstrationsofCulturalDifferencesBetweenChinaandAmericainBusinessNegotiations2.1DifferencesinCulturalValuesTobehonest,ChinaaswellasotherAsiancountriescompletelyreflecttheorientationof"collectivism".Withintheconceptionofcollectivism,emphasisisplacedontheimportanceofcollectiveandnational,andcollectiveinterestsshouldprevailoverindividualinterests.Akindofculturalvalue.Peopleintheseculturalbackgroundspaymoreattentiontocollectivecooperationandindividualmodesty.UndertheinfluenceofConfucianismandculture,Chinabelievesthatitshouldpayattentiontopeople-oriented,emphasizeteamwork,collectiveownership,righteousnessandharmonyamonggroups,andthecollectivestrengthisthemostimportant.Asacapitalistcountry,althoughtheUnitedStateshasonlymorethan200yearsofhistory,itscultureisdeeplyrootedinEuropeanculture.Undertheculturalcontext,individualismisthecenteroftheircultures.IntheopinionofAmericans,despiteindividualscannotbesplitfromtheworldandcollectivism.Nevertheless,duringtheprocess,iftherearenoindividual'sconstantdesiresandthepursuitoftheirownhappinessplusinterests,maybethedevelopmentofthesocietywillonlybegreatlymediocre,thereforetherewillnotexisttoomuchprogress.Henceforth,fromtheirviewpoints,thepursuitoftheindividualismreferstothespuringforcetoenhancethedevelopmentofthiswholesociety.Theydonotenjoybeingrestricted,becausetheysupportthe"free"life.Moreimportantly,theyenjoybeingenterprisingandprogressive,thusAmericanswilldeveloptheirchildren'sindependentlivingandcontemplatingskillsfromanearlyage.Theydon'tliketorelyonotherswhentheydothings,andtheydon'tliketobereliedonbyothers.Autonomy,independence,individualstruggleandindividualismareallfullmanifestationsofthevaluesofthecapitalistnationofAmerica.Henceforth,differencesbetweenthetwodifferentvaluesareoneofthemostsignificantculturaldifferencesbetweenChinaandAmerica.2.1.1CollectivismThroughancientandcurrenttimes,bothChineseandWesterncultureshavefundamentallythesamesources.Butbecauseoftheimpactoftheeconomicdevelopmentpath,thepoliticalatmosphere,thegeographicalenvironment,butvariousfactors,thefinallyformulatednationalcultureboastsitsuniquecharacteristics.IntermsofthebasicformsofbothChineseandWesternculturesareconcerned,Chinesecultureissingle,whichisembodiedinthecollectivism,whileWesterncultureispluralisticandemphasizesthedevelopmentofpersonalityplustheindividualism.Eversincetheancienttimes,theChinesepeoplehavestucktotheconceptionofthe"greatunification".Throughthehistory,fromQinDynasty'sdestructionoftheSixKingdomstothestrengtheningofcentralizationtoDongZhongshu's"burningbooksandpittingConfucianism",ithasshownthattheemperorswannastrengthenthefeudalregulationsthroughaunifyingideology.Itisthecasethatinthefeudalsociety,themodernsocialistsocietyisnoexception.Thedifferenceisthatduringthattime,the"greatunification"ideologyandculturesofthefeudalsocietyhadevolvedintothe"collectivism"inthemodernsocialistsociety.Takingtheharmonioussocietywesupportcurrentlyasanexample,buildingaharmonioussocietystillembodiesculturalconceptionsofthe"harshness",butitsfocusisonthewholecollectivismandthesociety.2.1.2IndividualismIncontrasttotheChinesecollectivism,theWesterncultureispluralistic.AlargenumberofWesternersattachmuchimportancetothedevelopingpath,changesanddiversitiesofdifferentthings,andtheyemphasizethepluralism.Asfarastreatingdifferentpeople,itismainlymanifestedintheself-centeredconsciousnessandsenseofindependenceofWesterners.Theyarealwaysresponsibleforthemselvesandneedingtoliveaccordingtotheirownabilities.Theirmethodsofsurvivalandthequalityofliferelyonalargeextentoftheiruniqueabilities,thusitisalsobeneficialtothedevelopingpathoftheirpersonalitiestoaparticularextent,thusconstitutingtheelementoftheWesternculturaldiversity.BecauseoftheprevalenceoftheWesternindividualism,everypeoplewanttogiveafullplaytotheiruniquenessandwishtocompletelyenjoytheirfreedomsandrights.Therefore,inordertomaintainanormalsocialorder,Westernrulersmustenactstricterlawstoregulatethebehaviorofcitizens,sothatthewholesocietywillnotbehinderedbysomeone'sexcessivelyexpandingfreedom.Inordertoavoidconflictsbetweenindividualsandthewhole,andforthenormaloperationofsociety,sophisticatedlawsareindispensable,sothemagicweapontheyruleisthelaw.2.2DifferencesinConversationStylesChinaisatypicallyorientalnegotiationstyle.DuetotheinfluenceofConfucianculture,itpaysmoreattentionto"humanfeelings",worksmoreconservatively,attachesimportancetocreditandlong-termcooperativerelationsinnegotiations,andcanmakeappropriateconcessionsundercertainprinciplesinordertodevelopinthelongerterm,andinterpersonalrelationsplayaleadingrole.TheUnitedStates,ontheotherhand,embodiesatypicalwesternstyleofnegotiation,andtheUnitedStates,whichisdeeplyinfluencedbyEuropeanculture,isbasedonWesternculture.Theybelievethat"timeismoney",sothecontroloftimeinnegotiationswillbeveryconcernedandwillnotidletoomuchtimeonthosethingsthathavenothingtodowiththenegotiation.Besides,Americansenjoytalkingaboutthingsasthingsgothrough.Businessiscommerce,publicandprivatelyclear,lotsofthingsareguidedbytheprincipleofbusiness,inthenegotiationsadheretotherightpeople,interestsaremoreimportantthaninterpersonalrelations.2.2.1MoreQuietChinesePeopleAtthebeginningofthegame,theChinesepeopleseldomputforwardtheirsuggestionsorrequirementsfortheproduct,alwaysaskingtheotherpartytointroducetheperformanceoftheproduct,andrarelyexpresstheirownideas,viewsandsuggestions.Peoplecalledforageneralframeworkofprinciplesfirst,whichtheybelievedwouldavoidquarrelsandreachanagreementmorequickly.TheChineseareonamatterofprinciple.Ican'tletyougo,showingaverystubbornattitude.Inthespecificthings,butalsoshowgreatflexibility.TheChinesearepatientandpreferoptionswithlong-termintereststoimmediateinterests.Chinesearebornbusinessmen.Theyliketobargain.Whenyoutalkaboutbusiness,youmustbargainandwillneveraccepttheotherparty'sfirstprice.Alsobecausesomanyplaceshaveformedthehabit,whenheaskstheprice,isnotthefinaltransactionprice.WhenChinesepeopledobusiness,theyliketoaskforapriceratiohigher,andthengiveinslowly.Givethisfavortoeachotheragain,lettheothersidefeel,Ihaveconsideredyou,Ihaveconceded.However,afterthewholeprocess,enjoythefunofbargaining.2.2.2MoreLivelyAmericansAmericannegotiatorshaveaninternalsenseofsuperiority,self-confidence.Theyusuallyarriveatthenegotiationvenuewithhugeconfidence,constantlyexpressingtheirviewsandsafeguardtheirownbenefitsandrights.Ithinkpersonalitydeterminesthenegotiationstyle.Americansareoutgoing,casualandfrank.Americansliketodiscussfactsoneafteranother,straightforward,polite,willingtopursuetheirowninterestsinapositiveattitude,andmorerealistic.Goodatusingstrategies,expressingopinionsdirectly,conscientiousandsincere.Theyvalueefficiencyandvaluetime.TheUnitedStateshasadevelopedeconomyandafastpaceoflifeandwork,soAmericanshavedevelopedthehabitofkeepingtime,respectingprogressandnegotiatingdeadlines.Whennegotiating,expresssomethinginthemostconciseandconvincedlanguage,attachinggreatsignificancetotheefficiency,assameasthehabitofquickdecision.2.3DifferencesinOrientationOnthisproblem,differencesbetweenChinaandAmericaareratherhuge.Forexample,Chinesepeoplearemorefocusedonrelationshiporientation.Intheirview,itismoreimportanttomaintainaharmoniousrelationshipwitheachotherinthenegotiationsthantocompletethetask.Incontrast,Americansaremorefocusedontaskorientation.Asaresult-oriented,itissuggestedthatthisismoreessentialtofinishworksortasksthantokeepaharmoniousrelation.TheChinesepeopleoftenavoiddirectconflictsandsomecontroversialortoodirectwordswhendoingthings.Theyhopetomaintainharmonyinconversationandsocializeandsavefaceforeachother.Onthecontrary,fortheUnitedStates,peopleareusuallywillingtofaceproblemsdirectly,putforwardtheirownviewsandcriticismsimmediately,andaskcertainquestions.Oncetheythinktheyareright,theywillsticktoitallthetime.Theywon'tbetoomuchaboutface.Thisistheso-calledviewofface.ThedifferencebetweenChineseandAmericancultureinthisregardisalsoobvious.Tosomeextent,italsoreflectsthewayofthinkingandattitudeofdoingthings.2.3.1GroupOrientationTheso-called"grouporientation"istoadvocatethatinterestsofthesociety,family,orthestatearesuperiorineverything,andpersonalinterestscanbeignoredandsacrificedwhennecessary.Intacklingwiththerelationbetweendifferentindividualsandthecollectivismortheenvironment,peopleneedto"followtherules","haveyourself",beconsistentwiththecollectiveorleaders,andbewillingtobe"asmallscrew".Forexample,thegrouporientationofSichuanpeopleisthattheyliketoeatspicyfood,andthegrouporientationofShanxipeopleistoeatpasta.Chinesepeopleareorientedtowardsfarmingculture.Whetherathome,abroadorinspace,thegrouporientationoftheChinesepeoplewillbethesameas"growingvegetables".Thiscanbefoundinourbonesandgenes.2.3.2PersonalOrientationAstheAmericansociologistRobertBellasaid,individualismisthedeepestnationalidentityofAmericansandthecoreofAmericanculture.WhatisfundamentalinthecharacteristicsofAmericanculturecomesfromit.Americansoftenmention"personality",andtheirviewsonthewordarepositiveandenterprising.ItisdifficulttofindanaccuratetranslationofthiswordinChina,andevenhasaderogatorymeaning.ThisisaveryspecificepitomeofAmericanindividualismandanimportantguidingprincipleofconductrecognizedbythem.TheU.S.individualismcanbereflectedindifferentcultures.WhenitcomestotheU.S.culture,wethinkofthefreedom,creativity,equality,andprivacy.However,thecenteroftheU.S.culturewhichpeoplefirstlythinkofistheindividualism.Americaisanewcountrythattransformedintoacolonyandthenformed.ItdoesnothavemanytraditionsofEuropeancountries,whichhasledtoabetterdevelopmentofindividualism.2.4DifferencesintheConceptofTimePeoplehavedifferentconceptsoftimeindifferentculturalbackgrounds.Generallyspeaking,duetothelifeofAmericans,thepaceofworkisveryfast,sotheythinkthattimeismoneyandtimeisverystrong.IntheUnitedStates,fewpeoplechatatdinner.Peoplearealwaysinahurryontheroad.IfyoumeettheUnitedStatesontheroad.Peopletrytochatwiththem,whichwillmakethemfeelthattheyarewastingtheirtime.Itismuchmorefocusedontheglobalbusinessnegotiations.Theyallattachgreatimportancetothepunctualityandwillnotcommunicateaboutotherthemesthathavenothingtodowithnegotiations.Relativelyspeaking,theChinesepeople'sconceptoftimeismuchweaker.Timeisdividedintotwocategories:lineartimeview,whichemphasizestheparticulartimeandspeed;thesecondoneemphasisestemporarymulti-use,andpeoplecanhaveloosetimetablesanddelaysofinformationfeedback,whicharethecharacteristicsofMiddleEasternandLatinAmericans.2.4.1ThePastTemporalOrientationofChinaChinaisatypicalcircularviewoftime.Whennegotiating,theypaymoreattentiontothisprocessandtheharmonyofcooperationwitheachother,anddonotcaremuchaboutthelengthoftimeittakestocompletethework.UnlikeAmericans,theChinesearemorenostalgicandmorefocusedonthefuture.Theywillmakealong-termplanforthenextcooperationinthenegotiations,hopingtoestablishalong-termcooperativerelationship.Therefore,duringthenegotiations,Chinesenegotiatorswillspendmoretimeunderstandingeachother,focusingoncultivatingfriendship,andlayingagoodfoundationforlong-termcooperation.2.4.2TheFutureTimeOrientationoftheUnitedStatesTheUnitedStatesisatypicallinearviewoftime.Whentheycompletetasks,theyattachimportancetotheefficacyandboastthesenseofgames.Beforenegotiating,theywillplaneverylinkinadvanceandpursueperfectdetails.Thelanguageinthenegotiationprocessisalsostraightforward.Theyarenotveryinterestedinthepast.Whattheypayattentiontointheimmediatesituation,thenegotiationisalsoresult-oriented,focusingonthefinalresult,andnotpayingmuchattentiontotheprocess.ChapterThreeSkillsofSino-USBusinessNegotiationsUnderCross-culturalCommunication3.1Pre-negotiationPreparationThebackgroundofthenegotiationisthemostimportantprocessinthenegotiation.Itinvolves:thelayoutofthevenue,thenumberofparticipantsinthenegotiations,thevenueofthenegotiation,theunitsparticipatinginthenegotiations,thechannelsofcommunication,thetimelimitforthenegotiation,andtheaudienceinthenegotiationprocess.Americanssupportthefreedomandequalitiesbutwillnotenjoybeingconstricted.Henceforth,AmericansshouldshowrespectforAmerican’sculturalrulesinthevenueandvenuelayouttocreateanatmosphereofequality,unrestraintbutharmoniousnegotiations.Permittedthevenueisn’trightlyarranged,itwillseriouslyinfluencethemoodofdifferentnegotiatorsandthesmoothingprogressofthenegotiation.Besides,theChinesepersonnelshouldcompletelyconsidermethodsthatAmericanscontemplateandproceeddirectlyfromthespecifictermstheylikeinthenegotiations,whichwillmakethemfeelrespected,andthenfullyconsiderdifferentprovisionsfromChinainthenextnegotiations.Bilateralrespectwillcreateafriendlyandsoundnegotiationenvironment,whichcanalsobecometheguaranteeforthesmoothingburstingofnegotiations.Controlofthetimelimitfornegotiationsisalsocrucial,inthatwehaverepeatedlyattachedgreatimportancetothatAmericansvaluethetimeandbelievethattimeismoney,andtheyprefertobestraightforwardthanaprocrastinatingnegotiation.Taketheshortesttimetosolvetheproblemencountered.Chinesepersonnelshouldmakeadequatepreparationsforthispointinadvance.3.1.1EstimationofthePeopleandSituationonBothSidesBecausetheglobalbusinessnegotiationisnegotiatedbyvariouspeoplefromtotallydifferentculturalbackgrounds,aswellasthecultureofeachother'snationstofullyunderstandingthebackground,weshouldalsoinquireaboutthenegotiatorsinvolvedinthenegotiationsinadvance,becausethesametextunderthebackgroundofurbanization,people'swayofthinkingisalsodifferent,andtherearemanyuncertainties.Inaddition,itshouldalsofocusonthemodernsituationsandsignificanceofthenegotiation.3.1.2AdoptionofCross-culturalProgramResearchTechniquesBeforethenegotiation,weneedtodoalotofwork.Weshouldmakeallkindsofpreparationsfortheissuesunderdiscussiontorespondtothequestionsoftheotherparties.Weshouldnotonlyconsiderasinglesituation,butalsoconsideritfromvarioussituationsandinmanyaspects.Onthebasisofasetofoptions,weshouldadoptamulti-programmestrategywhenthenegotiationsaredeadlocked.Makesomeconditionalconcessionstodealwithemergencies,orputforwardnewideasandideasfornegotiations.Forsometerms,ifnoagreementcanbereached,youshouldalsobepreparedtomakeconcessions.3.2ConsiderationsinNegotiationsPeople'sdecision-makingmethodsaredifferentindifferentcultures.Duringthenegotiationprocess,Americansusedtocomingstraightlytothetheme,anddiscussingthedetailedinformationonebyone,thenadoptingatop-downmethodintheendingdecision-makingprocess.Mostoftheparticipantsinnegotiationshavethefinalsay,thusmanypeoplemustbeavoidedstayingtogether.Insteadofwastingtime,itistheirpurposetocompletethenegotiationsassoonaspossible.ForChinesepeople,theywillfirsttalkaboutsomeothertopicstoregulatetheatmosphereduringthenegotiation.Forcontractsandotherterms,theycanbetackledinthefinaldecision-makingprocess.Thefinaldecision-makingprocesscanalsothinkshighlyofprinciplesfromvariousgroupsinagreement.Allofthepersonnelshouldmakedecisionsfromthebottomside,thusitcancostmoretime.Henceforth,itcanbeseenthatculturaldifferencesserveasanotheressentialrespectwhichaffectsthewayofthedecision-makingprocess.Inconclusion,nomatterinourdailycommunicationsorglobalbusinessnegotiations,wecan'tneglecttheinfluencesoftheculturaldifferences.Thatinfluenceoftheculturaldifferencesaboutnegotiationscanbeshowninawiderangeofrespects.Everybodymusttakethemrightlyandmakeeffortstoreducetheirinfluence.3.2.1ListeningSkillsListeningcanbeconcludedtobetheessentialworkwithinglobalbusinessnegotiations.Bycontrast,listeningcarefullywillplayapivotalroleinpreparingtheteamforthenextnegotiations.DothingscarefullyagainstAmericannegotiatorswiththecharacteristicsofadequatepreparationandstrongprofessionalism,weshoulddoagoodjobininformationcollectionandobtainmoreinformationfromeachotherthroughmorelisteningandthinkinginthenegotiations.Thelisteningprocesshelpsnegotiatorscollectinformation,whichmaynotcontributetothefollowingstatements,butitcanwellunderstandthepreferencesofopponents.3.2.2TeamStrengthTheothersignificantelementinthenegotiationsreferstotheteamstrength.Thoughtherecanbesomenegotiatorsintheglobalbusinessnegotiations,theall-roundcommunicationprocessisnotdecidedbyaperson,butthewholeteamcannodunanimously.Team-stylenegotiationscanmakefulluseofcollectivestrengthtoacertainextentandcanwelldealwithvariousunexpectedemergencies.Thiskindofnegotiationalsocollectsmoreinformationthanindividualnegotiations,sowemustpayattentiontomakingfulluseofthestrengthofthegroupinthenegotiations.3.2.3PracticalLanguageDuetothecharacteristicsofAmericans,theysaystraightanddon'twanttoshelteranyinformationinotherapproaches.Henceforth,whenwenegotiatewithAmericans,wemustadoptpracticalanddirectlanguagesasmuchaspossible.Andwecannotsaytoomuchpolitewords.Whenanswering,theyshouldalsobestraightforward.Don'tspeakinanambiguoustone.Theymusttelltheotherpartytheirattitudes,thoughts,opinions,etc.3.2.4HeadquartersInfluencePermittedwelistenandtheteamstrengthisasignificantelementoftheprogressofnegotiations,andtheheadquarters’sinfluencecanbeseenasthekeyelementtotheprogressofnegotiations.Itwillbemoreconvincingifseniormanagersofacompanycanbeinvitedtoparticipateinsomenegotiationsduringthenegotiationprocess.3.3SummariesofBusinessNegotiationExperienceAfterNegotiationTheprocessofinternationalbusinessnegotiationisacomplexandspecializedcommunicationprocess.Alllinksareveryimportant.Itrequirestheseriousnessofbusinesscooperationandaharmoniousandrelaxedatmosphere.Therefore,thisactivitygenerallyincludesafewpoints.Theso-calledgreetingreferstoconcentratingonthethemewhichisirrelevanttotheoriginalworksoasunderstandandbuildtherelationwithotherparties.Theaimforgreetingistocomprehendbackgroundsofotherpartiesbythelinkagetoprovidetheessentialinformationfornextnegotiatingworks.Americansareusedtotalkingaboutthings,andtheyarealsostraightforwardandstraightforward.BecauseAmericansholdthesenseoftime,andtheyspendverylittletimespeakingtoeachotheraboutanythingirrelevanttothesenegotiations.AlthoughthisdoesnotmeanthatAmericansdonottalkaboutpeople.Tobehonest,atanegotiatingtable,Americansenjoyformingarelaxingandharmoniousatmosphere.Theyusuallycommunicateaboutthemes,includingtheweather,politics,sports,entertainment,etc..However,thoseelementsarejusttoruintheembarrassedandstrangeenvironmentandmakesomepolitebehaviors.Therefore,whengreetingAmericans,itdoesn'ttaketoomuchtime.Threeorfiveminutesisenough.Atthistime,youmustenterthestageofnegotiation,otherwiseitwillbecounterproductive.IfitistonegotiatewiththeJapanese,itmaytakealotofeffortandtimeongreetings,establishaprivaterelationshipfirst,andthennegotiatebusiness.Itcanbeseenthatstrategiesindifferentculturalcontextsaredifferent.3.3.1PayingAttentiontoEtiquetteInthisregard,theculturaldifferenceswithinChinaandAmericaarehuge.TheU.S.peopleareextremelyopen,buttheChinesepeopleareratherreserved.TheChinesepeopleareinthepursuit