《新编MBA英语综合教程》课件Unit 10

Unit

TenCross-CulturalIssuesLead-inLead-inA.Readthefollowingpassageforinformationaboutcross-culturalcommunication,payingattentiontothewordsandexpressionsinbold.

Many

anthropologists,social

psychologists,andcommunicationscholarshavedevisedtaxonomiesthatcanbeusedtoanalyzekeybehavioralpatternsfoundineveryculture.Whilethesepatternsarenumerous,therearefour

taxonomies

thatseemtobeatthecoreofanystudyofinterculturalcommunication.Thefirst

classification,developedbyHofstede,

identifies

fivevaluedimensions

(individualism/collectivism,uncertaintyavoidance,powerdistance,

masculinity/femininity,long-term/short-termorientation)thatareinfluencedandmodified

byculture.anthropological[ænθrəpəˑlɒdʒɪkəl]a.人类学的classification[klæsɪfɪˑkeɪʃ(ə)n]n.分类dimension[dɪˑmenʃ(ə)n]n.维度femininity[femɪˑnɪnɪti]n.女性化identify[aɪˑdentɪfai]v.识别masculinity[mæskjʊˑlɪnɪti]n.男性化modify[mɒdɪfaɪ]v.修改psychologist[saɪˑkɒlədʒɪst]n.心理学家taxonomy[tækˑsɒnəmi]n.分类法Lead-inFollowingfour

orientations

growoutoftheanthropologicalworkofKluckhohnandStrodtbeck(humannature,person/natureorientation,time,activity,relationalorientation).Halladvancedourthirdtaxonomy,whichlooksathowhighcontextandlow-contextculturesrespondtovariousmessagesystems.ThefinalculturalpatternwasdevelopedfromresearchbyinterculturalcommunicationscholarTing-Toomey,whoseworkhas

highlighted

theroleof“face”and“face-work”ininterculturalcommunication.highlight[ˑhaɪlaɪt]v.突出orientation[ɔːrɪənˑteɪʃ(ə)n]n.定位B.Trytoanswerthefollowingquestionsaboutcross-culturalcommunicationbriefly.1.Whathasbeendevisedtoanalyzekeybehavioralpatternsfoundineveryculture?2.HowmanyvaluedimensionsweredevelopedbyHofstede?Key:Taxonomieshavebeendevisedtoanalyzekeybehavioralpatternsfoundineveryculture.Key:Fivedimensions.3.WhatarethefourorientationsputforwardbyKluckhohnandStrodtbeck?

4.WhatisHall’staxonomy?

5.WhatdoestheworkofTing-Toomeyhighlight?Key:Humannature,person/natureorientation,time,activity,relationalorientation.Key:Highcontextandlow-contextculturesthatrespondtovariousmessagesystems.Key:Theroleof“face”and“face-work”ininterculturalcommunication

IntensiveReading

ATheoryofCultureinManagementGeertHofstedeStart-upquestionStudiesshowthatnationsdifferfromeachotherinmanyways.Whatdoyouknowabouttheculturaldimension?Paragraph1-1

OurtriparoundtheworldisoverandwearebackintheUSA.Whathavewelearned?Thereissomethinginallthecountrieswevisitedthatcanbecalled“management”,butitsmeaningdifferstoalargerorsmallerextentfromonecountrytotheother,andittakesconsiderablehistoricalandculturalinsightintolocalconditionstounderstanditsprocesses,philosophies,andproblem.Ifalreadythewordmaymeansomanydifferentthings,howcanweexpectonecountry’stheoriesofmanagementtoapplyabroad?

Paragraph1-2

Oneshouldbeextremelycarefulmakingthisassumption,andtestitbeforeconsideringitproven.“Management”isnotaphenomenonthatcanbeisolatedfromotherprocesstakingplaceinasociety.Duringourtriparoundtheworldwesawthatitinteractswithwhathappensinthefamily,atschool,inpoliticsandgovernment.Itisobviouslyalsorelatedtoreligionandtobeliefsaboutscience.Theoriesofmanagementalwayshadtobeinterdisciplinary,butifwecrossnationalborderstheyshouldbecomemoreinterdisciplinarythanever.considerable[kənˑsɪd(ə)rəb(ə)l]a.相当大的insight[ˑɪnsaɪt]n.洞察力assumption[əˑsʌmpʃən]n.假定isolate[ˑaɪsəleɪt]v.隔离interact[ɪntərˑækt]v.互相作用interdisciplinary[9ɪntəˑdɪsəplɪnəri]a.跨学科的Completethefollowingsentenceswithonefunctionword.Ittakesconsiderablehistoricalandculturalinsight______localconditionstounderstanditsprocesses,philosophies,andproblem.key:intoCompletethefollowingsentencesbytranslatingtheChinesegiveninthebrackets.1.Thereissomethinginallthecountrieswevisitedthatcanbecalled“management”,butitsmeaningdifferstoalargerorsmallerextentfromonecountrytotheother,andittakes______________________(深入了解当地的历史和文化)tounderstanditsprocesses,philosophies,andproblems.Key：

considerablehistoricalandculturalinsightintolocalconditionsCompletethefollowingsentenceswithonefunctionword.“Management”isnotaphenomenonthatcanbeisolated______otherprocessestakingplaceinasociety.Duringourtriparoundtheworldwesawthatitinteracts______whathappensinthefamily,atschool,inpoliticsandgovernment.key:fromkey:withTranslatethefollowingsentencesintoEnglish.“管理”不是一个可以从社会其他进程中分离出来的现象。周游世界时我们看到它与家庭、学校、政治和政府里发生的事情产生的互动。Key：“Management”isnotaphenomenonthatcanbeisolatedfromotherprocesstakingplaceinasociety.Duringourtriparoundtheworldwesawthatitinteractswithwhathappensinthefamily,atschool,inpoliticsandgovernment.

Paragraph2

ThereasonIwasinvitedforthisspeechisthatIpublishedanempiricallyderivedtheoryofcultureapplicabletomanagement(Hofstede,1980,1991).Thetheorystates,briefly,thatculturaldifferencesbetweennationscanbetosomeextentdescribedusingfirstfour,andnowfive,bipolardimensions.Thepositionofacountryonthesedimensionsallowstomakesomepredictionsonthewaythenationalsocietiesoperate,includingtheirprocessesofmanagementandthekindoftheoriesapplicabletotheirmanagement.derive[dɪˑraɪv]v.源于applicable[əˑplɪkəb(ə)l]a.可适用的bipolar[baɪˑpəʊlə]a.两极的prediction[prɪˑdɪkʃ(ə)n]n.预言CompletethefollowingpassagebyfillingeachofthemarkedblankswithoneortwocontentwordsusingChineseequivalentsinthebracketsasthereference.1.Thepositionofacountryonthesedimensionsallowstomakesome___a___（预测）onthewaythenationalsocietiesoperate,includingtheirprocessesofmanagementandthekindoftheories

___b___（可适用的）totheirmanagement.key:a.predictionsb.applicableCompletethefollowingsentencesbytranslatingtheChinesegiveninthebrackets.

Thepositionofacountryonthesedimensionsallowsto___________________________(从国家层面对社会的运作方式做出预测),includingtheirprocessesofmanagementandthekindoftheoriesapplicabletotheirmanagement.key:makesomepredictionsonthewaythenationalsocietiesoperateParagraph3

Astheword“culture”playssuchanimportantroleinmytheory,letmegiveyou,orremindyouof,mydefinition,whichdiffersfromsomeotherveryrespectabledefinitions.Culturetomeisthecollectiveprogrammingofthemindwhichdistinguishesonegrouporcategoryofpeoplefromanother.InthepartofmyworkIamreferringtonow,thecategoryofpeopleisthenation.remind[rɪˑmaɪnd]v.使⋯⋯想起respectable[rɪˑspektəb(ə)l]a.值得尊敬的distinguish[dɪˑstɪŋɡwɪʃ]v.区分CompletethefollowingpassagebyfillingeachofthemarkedblankswithoneortwocontentwordsusingChineseequivalentsinthebracketsasthereference.Astheword“culture”playssuchanimportantroleinmytheory,letmegiveyou,or__a__（提醒）youof,mydefinition,whichdiffersfromsomeothervery___b___（值得尊重的)

definitions.key:

a.remindb.respectableParagraph4

Cultureisconstruct,whichmeansitis“notdirectlyaccessibletoobservationbutinferablefromverbalstatementsandotherbehaviorsandusefulinpredictingstillotherobservableandmeasurableverbalandnonverbalbehavior”(Levintin,1973:492).Itshouldnotbereified;itisanauxiliaryconceptthatshouldbeusedaslongasitprovesusefulbutbypassedwherewecanpredictbehaviorswithoutit.construct[kənˑstrʌkt]n.构想inferable[ɪnˑfɜːrəbl]a.能推理的reify[ˑriːɪfaɪ]v.具体化auxiliary[ɔːɡˑzɪlɪəri]a.辅助的CompletethefollowingsentencesbytranslatingtheChinesegiveninthebrackets.

Cultureisconstruct,whichmeansitis“_______________(不能够被直接观察)butinferablefromverbalstatementsandotherbehaviorsandusefulinpredictingstillotherobservableandmeasurableverbalandnonverbalbehavior”..key:notdirectlyaccessibletoobservation

Paragraph5

ThesameappliestothedimensionsIintroduced.Theyareconstructstoothatshouldnotbereified.Theydonot“exist”;theyaretoolsforanalysiswhichmayormaynotclarifyasituation.Inmystatisticalanalysisofempiricaldatathefirstfourdimensionstogetherexplain49%ofthevarianceinthedata.Theother51%remainspecifictoindividualcountries.ButatleastIhaveatoolthatallowedmetoreducethecomplexitybyhalf.empirical[ɪmˑpɪrɪkl]a.实证的TranslatethefollowingsentencesintoEnglish.在我的实证数据统计分析中，前四个维度解释了数据方差的49%，而其他51%始终是个别国家所特有的，但至少这个工具使复杂性减少了一半。Key：Inmystatisticalanalysisofempiricaldatathefirstfourdimensionstogetherexplain49%ofthevarianceinthedata.Theother51%remainspecifictoindividualcountries.ButatleastIhaveatoolthatallowedmetoreducethecomplexitybyhalf.Paragraph6

Thefirstfourdimensionwereinitiallydetectedthroughacomparisonofthevaluesofsimilarpeople(employeesandmanagers)in64differentnationalsubsidiariesoftheIBMCorporation.Peopleworkingforthesamemultinational,butindifferentcountries,representverywell-matchedsamplesfromthepopulationsoftheircountriessimilarinallrespectsexpectnationality.Thesamedimensionshavelateronbeenfoundinmulti-countrystudiesofothermatchedpopulations(HofstedeandBond,1984;Hoppe,1990).initially[ɪˑnɪʃ(ə)li]adv.最初subsidiary[səbˑsɪdɪəri]n.子公司CompletethefollowingpassagebyfillingeachofthemarkedblankswithoneortwocontentwordsusingChineseequivalentsinthebracketsasthereference.Thefirstfourdimensionswere___a___（最初）detectedthroughacomparisonofthevaluesofsimilarpeople(employeesandmanagers)in64differentnational___b___(子公司)oftheIBMCorporation.key:

a.initiallyb.subsidiariesTranslatethefollowingpassageintoChinese.

Thefirstfourdimensionswereinitiallydetectedthroughacomparisonofthevaluesofsimilarpeople(employeesandmanagers)in64differentnationalsubsidiariesoftheIBMCorporation.Peopleworkingforthesamemultinationalcorporations,butindifferentcountries,representverywell-matchedsamplesfromthepopulationsoftheircountriessimilarinallrespectsexceptnationality.Thesamedimensionshavelateronbeenfoundinmulti-countrystudiesofothermatchedpopulations.通过比较IBM公司64个不同国家的子公司里相似雇员和经理的价值观，发现了最初的四个维度。为同一个跨国公司工作，却身在不同国家，即除了国籍不同，其他方面都相似，这是国家人口取样的良好匹配样本。后来，这些维度在其他匹配人口的多国研究中也被发现。TranslatethefollowingpassageintoChinese.

WhatgavemeconfidenceinitiallythatIwasontherighttrack,isthatverysimilardimensionshadbeenpredictedinareviewarticleoftheanthropologicalliterature,ascommonbasicproblemsworldwide,withconsequencesforthefunctioningofsocieties,ofgroupswithinthosesocieties,andofindividuals,withinthosegroups.Ifonereallyfindssomethingfundamentalinthesocialsciences,theremustbeotherswhofounditbefore.最初我就相信自己在正确轨道上，因为早在人类学的一篇文献综述中相似的维度作为常见的全球基本问题就被预测过，并认为会给社会、社会群体和群体中的个体在功能方面带来重要影响。总是有人会更早地发现社会科学的一些基本内容。Paragraph7

ThefirstdimensionhasbeenlabeledPowerDistance,anditcanbedefinedasthedegreeofinequalityamongpeoplewhichthepopulationofacountryconsidersasnormal;fromrelativelyequal(thatis,smallpowerdistance)toextremelyunequal(largepowerdistance).Allsocietiesareunequal,butsomearemoreunequalthanothers.label[ˑleɪb(ə)l]v.标注define[dɪˑfaɪn]v.定义CompletethefollowingpassagebyfillingeachofthemarkedblankswithoneortwocontentwordsusingChineseequivalentsinthebracketsasthereference.Thefirstdimensionhasbeen___a___(标注)PowerDistance,anditcanbedefinedasthedegreeof___b___(不平等）amongpeoplewhichthepopulationofacountryconsidersasnormal.key:

a.labelledb.inequalityParagraph8-1

TheseconddimensionislabeledIndividualism,anditisthedegreetowhichpeopleinacountryprefertoactasindividualsratherthanasmembersofgroups.TheoppositeofindividualismcanbecalledCollectivism,socollectivismislowindividualism.ThewayIusethewordithasnopoliticalconnotations.Incollectivist,societiesachildlearnstorespectthegrouptowhichitbelongs,usuallythefamily,andtodifferentiatebetweenin-groupmembersandout-groupmembers(thatis,allotherpeople).Paragraph8-2Whenchildrengrowuptheyremainmembersoftheirgroups,andtheyexpectthegrouptoprotectthemwhentheyareintrouble.Inreturn,theyhavetoremainloyaltotheirgroupthroughoutlife.Inindividualistsocieties,achildlearnsveryearlytothinkofitselfas“I”insteadofaspartof“we”.Itexpectsonedaytohavetostandonitsownfeetandnottogetprotectionfromitsgroupanymore;andthereforeitalsodoesnotfeelaneedforstrongloyalty.connotation[kɒnəˑteɪʃən]n.内涵differentiate[dɪfəˑrenʃɪeɪt]v.区分CompletethefollowingpassagebyfillingeachofthemarkedblankswithoneortwocontentwordsusingChineseequivalentsinthebracketsasthereference.ThewayIusethewordithasnopolitical___a__(内涵).Incollectivistsocietiesachildlearnstorespectthegrouptowhichitbelongs,usuallythefamily,andto__b___(区分)betweenin-groupmembersandout-groupmembers(thatis,allotherpeople).key:

a.connotationsb.differentiateParagraph9

ThethirddimensionhasbeencalledmasculinityanditsoppositepoleFemininity.Itisthedegreetowhich“though”valueslikeassertiveness,performance,successandcompetition,whichinnearlyallsocietiesareassociatedwiththeroleofmen,prevailover“tender”valueslikethequalityoflife,maintainingwarmpersonalrelationship,service,carefortheweak,andsolidarity,whichinnearlyallsocietiesaremoreassociatedwiththeroleofwomen.Women’srolesdifferfrommen’srolesinallcountries;butintoughsocieties,thedifferencesarelargerthanintenderones.assertiveness[əˑsɜ:tɪvnɪs]n.自信prevail[prɪˑveɪl]v.流行solidarity[sɒlɪˑdærɪti]n.团结Paragraph10-1

ThefourthdimensionhasbeenlabeledUncertaintyAvoidance,anditcanbedefinedasthedegreetowhichpeopleinacountrypreferstructuredoverunstructuredsituations.Structuredsituationsarethoseinwhichthereareclearrulesastohowoneshouldbehave.Theserulescanbewrittendown,buttheycanalsobeenunwrittenandimposedbytradition.Incountrieswhichscorehighonuncertaintyavoidance,peopletendtoshowmorenervousenergy,whileincountrieswhichscorelow,peoplearemoreeasy-going.Paragrph10-2A(national)societywithstronguncertaintyavoidancecanbecalledrigid;onewithweakuncertaintyavoidance,flexible.Onewayofdescribingcountrieswhereuncertaintyavoidanceisstrong,istosaythatinthesecountriesafeelingprevailsof“whatisdifferent,isdangerous”.Inweakuncertaintyavoidancesocieties,thefeelingwouldratherbe“whatisdifferent,iscurious”.impose[ɪmˑpəʊz]v.强加flexible[ˑfleksɪb(ə)l]a.灵活的TranslatethefollowingsentencesintoEnglish.描述国家不确定性规避的一种说法是，在这些国家中“不同即是危险”。在不确定性规避较弱的社会中，“不同只是好奇而已”。key：Onewayofdescribingcountrieswhereuncertaintyavoidanceisstrong,istosaythatinthesecountriesafeelingprevailsof“whatisdifferent,isdangerous”.Inweakuncertaintyavoidancesocieties,thefeelingwouldratherbe“whatisdifferent,iscurious”.Paragraph11-1

Thefifthdimensionwasaddedonthebasisofastudyofthevaluesofstudentsin23countriescarriedoutbyMichaelHarrisBond,aCanadianworkinginHongKongofChina.HeandIhadcooperatedinanotherstudyofstudents'valueswhichhadyieldedthesamefourdimensionsastheIBMdata.However,wewonderedtowhatextentourcommonfindingsintwostudiescouldbetheeffectofaWesternbiasintroducedbythecommonWesternbackgroundoftheresearchers;rememberAlice’scroquetgame.Paragraph11-2MichaelBondresolvedthisdilemmabydeliberatelyintroducinganEasternbias.HeusedaquestionnairepreparedathisrequestbyhisChinesecolleagues,theChineseValueSurvey(CVS),whichwastranslatedfromChineseintodifferentlanguagesandansweredbyfiftymaleandfiftyfemalestudentsineachoftwenty-threecountriesinallfivecontinents.AnalysisoftheCVSdataproducedthreedimensionssignificantlycorrelatedwiththethreeIBMdimensionsofpowerdistance,individualism,andmasculinity(TheChineseCultureConnection,1987;HofstedeandBond,1988).Paragraph11-3Therewasalsoafourthdimension,butitdidnotresembleuncertaintyavoidance.Itwascomposed,bothonthepositiveandonthenegativeside,fromitemsthathadnotbeenincludedintheIBMstudiesbutwerepresentintheChineseValueSurveybecausetheywererootedintheteachingsofConfucius,thegreatChinesephilosopherof500BC.Ilabeledthisdimension:Long-termversusShort-termOrientation(Hofstede,1991).Onthelong-termsideonefindsvaluesorientedtowardsthefuture,likethrift(saving)andpersistence.Ontheshort-termsideonefindsvaluesratherorientedtowardsthepastandpresent,likerespectfortraditionandfulfillingsocialobligations.yield[jiːld]v.产生croquet[krəʊkeɪ]n.槌球戏deliberately[dɪˑlɪbərətli]adv.故意地correlate[ˑkɒrəleɪt]v.关联resemble[rɪˑzemb(ə)l]v.类似Confucius[kənˑfju:ʃjəs]n.孔子thrift[θrɪft]n.节俭persistence[pəˑsɪstəns]n.毅力fulfillsocialobligation履行社会职责Completethefollowingsentenceswithonefunctionword.However,wewondered

______whatextentourcommonfindingsintwostudiescouldbetheeffectofaWesternbiasintroducedbythecommonWesternbackgroundoftheresearchersKey:toCompletethefollowingsentencewithonefunctionword.AnalysisoftheCVSdataproducedthreedimensionssignificantlycorrelated______thethreeIBMdimensionsofpowerdistance,individualism,andmasculinity.Key:withTranslatethefollowingsentencesintoEnglish.应其要求，他的中国同事准备了一份中国价值调查表，将其译成不同的语言，让五大洲二十三个国家里每个国家的五十名男生和五十名女生回答了这份问卷。Key：HeusedaquestionnairepreparedathisrequestbyhisChinesecolleagues,theChineseValueSurvey(CVS),whichwastranslatedfromChineseintodifferentlanguagesandansweredbyfiftymaleandfiftyfemalestudentsineachoftwenty-threecountriesinallfivecontinents.CompletethefollowingsentencesbytranslatingtheChinesegiveninthebrackets.Itwascomposed,bothonthepositiveandonthenegativeside,fromitemsthathadnotbeenincludedintheIBMstudiesbutwerepresentintheChineseValueSurveybecausetheywere_________________(根植于孔子的教学),thegreatChinesephilosopherof500BC.key：rootedintheteachingsofConfuciusParagraph12

Table1liststhescoresonallfivedimensionsfortheUSAandfortheothercountrieswejustvisitedonourworldtrip.Thetableshowsthateachcountryhasitsownconfigurationonthefourdimensions.Someofthevaluesinthetablehavebeenestimatedbasedonimperfectreplicationsorpersonalimpressions.Thedifferentdimensionscoresdonot“explain”allthedifferencesinmanagementIdescribedearlier;inordertounderstandmanagementinacountry,oneshouldhavebothknowledgeofandempathywiththeentirelocalscene.However,thesoresshouldsufficetomakeanawarethatpeopleinothercountriesmaythink,feelandactverydifferentlyfromuswhenconfrontedwithbasicproblemsofsociety.Table1CultureDimensionScoreforNineCountries

PDIDMAUALTUSA40l91h62h46l29lGermany35l67h66h65m31mJapan54m46m94h92h80hFrance68h71h43m86h39mNetherlands38l80h14l53m44mIndonesia78h14l46m48l25*lWestAfrica77h20l46m54m16lRussia93h39m36m95h20*lChina80h20l66m30m118h

configuration[kənfɪɡəˑreɪʃən]n.结构estimate[ˑestɪmeɪt]v.估计replication[replɪˑkeɪʃən]n.复制empathy[ˑempəθi]n.感同身受suffice[səˑfaɪs]v.足够Completethefollowingsentenceswithonefunctionword.Someofthevaluesinthetablehavebeenestimatedbased______imperfectreplicationsorpersonalimpressions.Key:onTranslatethefollowingsentencesintoEnglish.图表中有些数值是基于不完全重复或个人印象估计而得。不同的维度得分没有“解释”我前面描述的管理的差异。要了解一个国家的管理，就应该感同身受地去了解当地。

Key：Thedifferentdimensionscoresdonot“explain”allthedifferencesinmanagementIdescribedearlier;inordertounderstandmanagementinacountry,oneshouldhavebothknowledgeofandempathywiththeentirelocalscene.CompletethefollowingsentencesbytranslatingtheChinesegiveninthebrackets.

However,thescoresshouldsufficetomakeusawarethatpeopleinothercountriesmaythink,feelandactverydifferentlyfromuswhen________________(面对社会基本问题).Key：confrontedwithbasicproblemsofsocietyCheckYourUnderstandingA.

Matchthetermswiththecorrespondingexplanationsaccordingtoyourunderstandingofthetext.culture

Respecting

andremainingwithinthegrouptowhichonebelongs,usuallythefamily,andtodifferentiatebetweenin-groupmembersandout-groupmembersforexchangeofprotectionandloyalty.PowerDistanceCharacterizedbyvalueslikeassertiveness,performance,successandcompetition,whichareassociatedwiththeroleofmen.IndividualismThinkingofoneselfas“I”insteadofaspartof“we”andexpectingtostandonhisownfeetandnottogetprotectionfromitsgroup.CollectivismThecollectiveprogrammingofthemindwhichdistinguishesonegrouporcategoryofpeoplefromanother.masculinityCharacterizedbyvaluesorientedtowardsthefuture,likethrift(saving)andpersistenceFemininityThedegreetowhichpeopleinacountrypreferstructuredoverunstructuredsituationsUncertaintyAvoidanceThedegreeofinequalityamongpeoplewhichthepopulationofacountryconsidersasnormalLong-termOrientationMaintainingwarmpersonalrelationship,service,carefortheweak,andsolidarity,whichinnearlyallsocietiesaremoreassociatedwiththeroleofwomen.

ExtendedReadingTheHorizontal/VerticalDistinctioninCross-CulturalConsumerResearch

SharonShavittA.Questionsfordiscussion.1.Whatarethelimitationswiththedistinctionbetweenindividualism(IND)andcollectivism(COL)?

Therearelimitationsontheinsightsaffordedbyanybroaddimension.Furtherrefinementisneededtostimulatenewinsightsandaffordamorenuancedunderstandingofthelinkbetweencultureandconsumerphenomena.A.Questionsfordiscussion.

2.HowdidTriandisandhiscolleaguesdeveloptheconceptofindividualismandcollectivism?Describingadelineationofdifferent"species"ofindividualismandcollectivism(INDCOL),Triandisandhiscolleaguesrecentlyproposedthat,nestedwithineachINDCOLcategory,somesocietiesarehorizontal(valuingequality)whereasothersarevertical(emphasizinghierarchy).3.Whatcharacterizeshorizontalandverticaldimensionsrespectively?Invertical,individualistsocietiesorculturalcontexts,peopletendtobeconcernedwithimprovingtheirindividualstatusandstandingout-distinguishingthemselvesfromothersviacompetition,achievement,andpower.Incontrast,inhorizontal,individualistsocietiesorculturalcontexts,peopleprefertoviewthemselvesasequaltoothersinstatus.4.WhyisitthatJapanesefavorproductsoftheirowncountryoverotherproducts?It'sfoundthatthereisatendencytofavorproductsfromone'sowncountryoverforeignproducts(acountry-of-origineffect)emergedmorestronglyinJapan(aVCculture)thanintheUnitedStates(aVIculture).Thisfitswellwithaconceptualizationofcollectivistsasbeingorientedtowardtheirin-groups.5.HowdidtheadvertisementthemesdifferbetweenVCsocietiesandHIsocieties,accordingtothestudyofShavitt?Onewouldexpecttheprevalenceandpersuasivenessofstatusthemestobegreaterinverticalcomparedtohorizontalculturalcontexts.B.Preparea10-minutepresentationon“DevelopmentofDistinctionofIndividualismandCollectivism”anddeliveritintheclass.ListeningA.ListentotheshorttalkaboutculturaldifferencesbetweentheEastandtheWest,andwriteyouranswersintheprovidedspace.TaketheculturaldifferencebetweentheEastandtheWestastheexample,ChinaisacountrythatendureshighpowerdistancewhileAmericaendureslowerpowerdistance.Therefore,____1____symbolisveryimportantforChineseandasuperiorhavingtheprivilegeisamatterofcourse.ButpeopleinAmericathinkthattheyareall____2____.Besides,thewesternersareindividualisticwhiletheeasternersaremorecollectivistic.Inindividualisticsocieties,peoplefocusontheirownvaluesandneeds,relyingon____3____toservetheirinterests.Inthecollectivisticnations,people____4____themselvesintooneorseveralcommunities,findingtheirownplaceinthegroupandtheymentallyrelyonthecommunity,so____5____isimportantinthosenations.StatusequalindividualeffortscombineharmonyB.Listentothefollowingtalkaboutinternationalbusinessandcross-culturalcommunication,andwriteyouranswersinthespaceprovided.executive[ɪɡˑzekjʊtɪv]n.执行者counterpart[ˑkaʊntəpɑːt]n.配对的人或物impersonal[ɪmˑpɜːs(ə)n(ə)l]a.非个人的solidify[səˑlɪdɪfaɪ]v.团结GlossaryWhatarethethreetraitsmentionedinthetalkthathavebeentypicallyidentifiedonAmericannegotiatorsincross-culturalcommunication?TraitOne

TraitTwo

TraitThreedirectnessimpatienceshort-temgoalsC.

Listentoaconversationaboutglobalmarketingandwriteyouranswersinthespaceprovided.

maturation[mætjʊreɪʃ(ə)n]n.成熟concoct[kənˑkɒkt]v.混合而制betailoredto精心地满足precursor[prɪˑkɜːsə]n.先驱rave[rev]a.赞扬的takeheedto注意demographic[deməˑɡræfɪk]a.人口统计的prudent[ˑpruːd(ə)nt]a.谨慎的brochure[ˑbrəʊʃə]n.手册Glossary

Fiveelementsoftraditionalmarketing

Difficultiesmanycompanieshaveexperienced

Twomeasurestoavoidculturalmisunderstandingpeople,product,price,promotion,andplaceIntroducingtheirbrandname,logoorpromotionalmaterialsinothercountries