TheCulturalconflictsinAmericanandChina中美文化冲突.docx
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TheCulturalconflictsinAmericanandChina中美文化冲突.docx
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TheCulturalconflictsinAmericanandChina中美文化冲突
TheCulturalconflictsinAmericanandChina
&
ItsInfluenceonInterculturalBusinessNegotiation
杨范婷
Abstract:
Cultureisadistinguishingfeatureofanation.Usuallywedividecultureintoeasternandwesterncategories.Astherepresentativeofeasternandwesternculture,ChinaandAmericahavealotofincongruitiesintermsofculturalvalueswhichhavedeepinfluencesoninternationalbusinessnegotiation.Thisthesisaimstoanalyzethemainculturaldifferencesofthetargetcountriesusingfourculturaldimensionsonfiveprocessesofcross-culturalbusinessnegotiation.AfterageneralviewofthesetheoriesIsuggestsomenegotiatingstrategiesandtacticstosolveSino-USculturalconflictappearingonthenegotiatingtable.
摘要:
文化是一个民族的基本特征,通常我们把文化分为西方文化和东方文化。
作为中西文化的典范—中国和美国在文化价值观上有着千丝万缕的差别,而这种差异又对两国间的国际商务谈判有着深远的影响。
本文研究的目的是对这两个国家主要的文化价值观的差异作一个分析,运用四个文化元素对跨文化商务谈判的五个过程进行分析。
在对中美两国跨文化谈判的理论分析之后,作者提出相关的建议来合理得解决中美商务谈判的冲突。
Keywords:
culturaldifferenceconflictbusinessnegotiationcross-cultureSino-America
关键字:
文化差异冲突商务谈判跨文化中美
1Introduction
1.1Thecurrentsituationofinternationalbusiness
Moderntransportation,telecommunicationsandinternetmaketheworldasmallhighlyinterdependentandinteractionalvillage;globalizationbecomesahottopicintheworldeconomyrealm;themultinationalannexationandglobaleconomicinfiltrationacceleratethedevelopmentofjointventures,andinternationalcooperationareamongtheirmostprominentmanifestations.Alloftheserequirenegotiatorsdespitetheirgenders,regions,ethicsoragestosittogetheraroundthetableandachievethegoals.Withrespecttonegotiation,cultureplaysacrucialroleinacross-culturalnegotiation,whichhasasignificantimpactonbehaviorsofthenegotiators.
1.2ThestatusofChinaandAmericaininternationalbusiness
Americaisawell-knowngreatpowerininternationalbusiness,whoguidesthemodeoftheworldeconomy.Andhetakesthebiggestquotientofinternationaltrade.Heexperiencesthemostinterculturalbusinessnegotiationandhashisnegotiatingstylespreadingtoeverycorneroftheworld.Onthecontrary,Chinaisayoungcountryintermsofinternationalbusiness,whoappliesherreformandopening-uppolicyonlymorethantwentyyears.Nevertheless,duringthesetwodecadesshetookonnumerousdirectorindirectinvestmentsfromdevelopedcountriesthroughbusinessnegotiations.AndAmericaisChina’sbiggesttradingpartner,sodevelopinganappropriatewaytocopewiththeculturalconflictsbetweenthetwocountriesisinurgentneedandisabreakthroughofcross-culturalnegotiation.
1.3AgeneralviewofculturalconflictsappearinginSino-USnegotiation
Thebusinessnegotiationsbaseonincongruousculturalbackgroundsbringsobstaclesinnegotiatingprocesses.ThedominantcultureofAmericaincludesindividualism,egalitarianism,competition,masculinityanddirectcommunication.Crossly,China’sdominantcultureiscollectivism,face-maintenance,hierarchy,andindirectcommunication.Thesevariancesrepresentespeciallyprominentonthenegotiatingtable.Therefore,asaninternationalnegotiator,commandingnegotiatingtechniquesandtacticsisthefirstthing,andcomprehendingdifferentnegotiatingstylesinaccordancewithdifferentculturalbackgroundsbecomesaroyalroadtoachievethegoal.
2Culturalanalysis
2.1Culturalvaluesandnegotiationnorms
Everyonemusthavetheexperienceofvisitingarelativeorfriend,atthehost’shome,youmayfindsomehabitsandcustomsdifferentfromyourhome’evenyouareinthesamecountry,cityorevenvillage.“WheninRome,doastheRomansdo.”everyonefollowsthissaying.Thenwhatwill“Romans”doisthetopicIwillexplaininthefollowingpassages.
2.1.1Fourdimensionsofculturalattributes
Regardingcultureasatarget,numerousstudieshavebeendonetoclassifyculturalpatterns.BasedonKluckhohnandStrodtbeck’s(1960)research,culturescanbedividedaccordingtodifferentviewstowardsrelationshipofhumankindtonature,senseoftime,activityandsocialrelationships.Afterwards,HallandHall(1976)offerusanothermeansofexaminingculturalsimilaritiesanddifferences.Dependingonwhatpeoplepayattentiontoandwhattheyignore,Halldividedculturesintohigh-contextandlow-contextpatterns.In1980s,learnedfromthepriorscholarsandafterdoingalotofresearch,Hofstede(1980,1984)proposedthatculturalattributescanbecategorizedtofourdimensionswhichseemmorespecificanddetailedtostudyculturepatterns:
Individualism/Collectivism,PowerDistance,AvoidingUncertaintyandMasculinity/Femininity.Andeachattributeisbrieflydefinedasfollow:
Individualismversuscollectivism—theindividualismexpectspersonalfreedom,beingoneself,havingself-relianceorself-interest,self-directedorself-orientedwhilecollectivismacceptsresponsibilitytofamily,tribalgroupsornationalitiesandbeinggroup-directedandother-directed,havingaconcernforothers.Theindividualismadvocatescompetitivenessandthecollectivismvaluescooperation,etc(Hofstede1980,1984).Theindividualism-Collectivismconstructisoneofthemajordimensionsofculturalvariation(Feng,1999).
PowerDistance—theextenttowhichlesspowerfulmembersoforganizationsandinstitutions(suchasthefamily)acceptandexpectpowertobedistributedunequally(Hofstede1980,1984);relatedtothedegreeofcentralizationofauthorityandthedegreeofautocraticleadership;havingstatusconsciousnessorahierarchypresentandacceptedwithinasociety(GulbroandHerbig,1998).Inaword,itmeansinthehighpowerdistancecountry,thosewhoholdpowerandthosewhoareaffectedbypoweraresignificantlyfarapart,andinthelowpowerdistancecountry,thosewhoholdpowerandthosewhoaffectedbypoweraresignificantlycloser.
UncertaintyAvoidance—itcanalsodividedintohighuncertaintyavoidancecultureandlowuncertaintyavoidanceculture.Peoplefromlowuncertaintyavoidanceculturetenttotakeriskandpeoplefromhighuncertaintyavoidanceculturetrytoavoidanyrisk.Somembersofhighuncertaintyavoidanceculturespendmuchtimeinlegislatingandplanning.Meanwhile,itmeanstheextenttowhichpeoplefeelthreatenedbyambiguoussituationsandhavecreatedbeliefsandinstitutionstotrytoavoidambiguity.“Thefutureiscalled‘perhaps’,whichistheonlypossiblethingtocallthefuture.”(Hofstede1980,1984)
MasculinityversusFemininity—Masculinityistheextenttowhichthedominantvalueinasocietyismaleorientedandassociatedwithsuchbehaviorsasambition,differentiatedsexroles,achievement,theacquisitionofmoney,andsignsofmanliness.Femininitystressescaringandnurturingbehaviors(Hofstede1980,1984).Italsopromotessexualequalityandholdsthatpeopleandenvironmentareimportant.Genderrolesinfemininesocietiesaremorefluidthaninmasculinesocieties(Samovar,PorterandStefani).
In1980s,throughextensivestatisticaldata,Hofstede(1980,1984)founduniquenessandculturaldifferencesinbehaviorwhencomparingcultures.AccordingtoHofstede’sproposition,Americacanbecategorizedtoindividualism,lowpowerdistance,lowuncertaintyavoidanceandfemininityculture.Chinaiscategorizedtocollectivism,highpowerdistance,highuncertaintyavoidanceandmasculinityculture.AnyofthefourHofstededimensionscouldhaveanimpacton:
themethodsusedinnegotiation,thenormativeexpectationsofeachparticipant,andtheirinterpretationofthebehaviorofothersduringeachstageofthenegotiationprocess(GulbroandHerbig,1998).Anditcouldinfluencetheprocessandtheoutcomeofthenegotiationsaswell.
2.1.2Negotiationnorms
Negotiationisascienceandalsoanart.Anyactivityapersonemploystochangetherelationshipandtransferstheopiniontogainanendiscallednegotiation(Zhang,1997).Itisrelatedtoaprocessofpersuasionbutnotforce(Acuff,1995).Bythistoken,businessnegotiationistoachieveacommercialgoalexchangingmindandbringinprofit.Scienceinternationalbusinessnegotiationinvolvesinanotherelement—culture,thecounterpartisfromanotherculturalsetting,itismorecomplexthannegotiatewithanin-culturecounterpart.
Topursuethegoal,thenegotiatorsshouldapplyappropriatetacticsandtrytoreachthewin-winend.Itisacooperativeandpursuingmutual-profitprocess(Acuff,1995).Toachieveawin-winnegotiation,firstweshouldtrytosatisfytheotherparty.Itmeansifyougivewhatyourrivalwantyouwillgainwhatyoudesirefor.Secondly,wemustemphasizeprofitnotposition(FitchandUry,1983).
Negotiationisnotachessplay,bycontraryeitherpartyisawinnerinanegotiation.Thisactivityinvolvestwoparties,andinteractionsofmind.Thus,acquaintingyourselfwiththeotherpartyisespeciallyimportant.Sincenegotiationcannotbeachievedwithoutpersons,anddifferentpersonsrepresentdiversecultures(Xuan,2003).Inevitably,culturalsettingsinfluenceanegotiationfromtheessentialaspect,andculturalconflictisthefirstobstacletointernationalbusinessnegotiation.
2.2Culturalconflictassumptions
Whentwonegotiatorsencounterforthefirsttime,theywilltreattheotherpartyundertheirownconceptionsandreligions.Theirbehaviorsareinaccordancewiththeirownculturalbasisandhaveanassumptiveimageoftheopponents;itwouldleadtovariousexpectationsoftheotherparty.
Inanycommunicationsettings,ofnecessity,weanticipatewhattheoppositepersonshoulddoandwhatheorsheshouldnot.Thisanticipationbasesonparticularculturalrulesandisaccordingtoendowedmeaningbyanindividual(Burgoon,1991,
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