淺析跨文化商務(wù)談判的中西方思維方式差異

1、Abstract As Chinese economy shines on the stage, especially after entering the WTO, many of China import and export international business companies face more and more business negotiations. During a negotiation, both sides hope to obtain the maximum benefit, with minimum conflict and interest. Ther

2、efore, in order to effect the negotiation effectively and gain the win-win situation for both parties, we must have a thorough understanding of different cultures. Through analyzing the differences in cross-culture modes of thinking, we can distinguish the negotiation styles and skills of different

3、cultures. By elaborating the importance of modes of thinking on the cross-cultural negotiation and analyzing the different modes of thinking between China and the West and their causes, this thesis tries to put forward some countermeasures to improve the efficiency in cross-cultural business negotia

4、tion, such as full preparation for the negotiation, cultivation of cross-cultural awareness and so on. Key words: cross-cultural business negotiation; modes of thinking; strategies 中文摘要 隨著中國(guó)的經(jīng)濟(jì)在世界大舞臺(tái)上越來(lái)越活躍，尤其是在中國(guó)加入世貿(mào)組織之后，許多中 國(guó)進(jìn)出口國(guó)際企業(yè)面臨了越來(lái)越多的商務(wù)談判了。在談判的過(guò)程中，雙方都希望以最少的沖 突和成本，獲得最大的利益。因此，為了使談判更有效地進(jìn)行并讓雙方都達(dá)到

5、了雙贏的局面。 我們必須對(duì)不同的文化有一個(gè)全面的了解，分析在商務(wù)談判中跨文化思維方式的差異，區(qū)別 各種文化的談判方式和技巧。本文通過(guò)闡釋思維方式對(duì)跨文化商務(wù)談判的重要性，分析中西 各種思維方式的差異及其產(chǎn)生的原因，提出相應(yīng)的對(duì)策來(lái)提高跨文化對(duì)談判的充分準(zhǔn)備，培 養(yǎng)跨文化的意識(shí)等。 關(guān)鍵詞：跨文化商務(wù)談判；思維方式；策略 1. Introduction 1.1 The definition of mode of thinking in cross-cultural business negotiation Mode of thinking is the generalization of obj

6、ective reality and the indirect reflection with the help of human being wsords and activities. Mode of thinking reflects the substantive characteristics and the connection with things. Generality and indirection are the features of mode of thinking. The generality of mode of thinking is the reflecti

7、on to the intrinsic quality and the regular connection with the things. In other words, the process of connecting the things with the same features. The indirection of mode of thinking is the human brain reflection of the objective things by means of other things, namely, the human brain reflects th

8、e thing which could not be saw directly with the help of some medium and the brain processing. With the help of mode of thinking, human beings could not only know the present, but also go back to the history and foresee the future. By means of mode of thinking, human beings can find the truth and te

9、st the truth in practice. By the complete dynamic mode of thinking process of analyzing, synthesizing, comparing, abstracting, generalizing and detailing, the development progress of human beings is deliberating, and the human civilization which makes up of different times, different areas, differen

10、t societies and different ethnic groups is created. Mode of thinking in business negotiation is the behaviors of the negotiators acquainted themselves with objective things rationally during the business negotiation, and it is the indirect and general reflection of the negotiators attitudes towards

11、the negotiation standards, the negotiation environment and the counterparts behaviors. 1.2. The definition of cross-cultural business negotiation Negotiation is a kind of basic human activity that we are involved in everyday. It is a process of giving and taking where both parties modify their offer

12、s and expectations in order to come closer to each other. It occurs due to one of the two reasons: (1) to create something new that neither party could do on his or her own, or (2) to resolve a problem or dispute between the parties. A modern definition of negotiation widely accepted is two or more

13、parties with common and conflicting interests who enter into a process of interaction with the goal of reaching an agreement (preferably of mutual benefit). Business negotiation refers to the negotiation that takes place in the business world and deals with business relationship. Business negotiatio

14、n may be understood as encounters between firms (or economic organizations) with the goal of reaching agreements to gain economic benefitsA. Cross-cultural business negotiations, namely, cross-cultural communications”, which refers to that people from different cultural backgrounds communicate with

15、each other ”B.eside， cross-cultural communications are significant communicative symbols, especially the meaning of sharing and significance of symbols. It is a mutual influent process and at least has two groups come from different cultures. Thus, cross-cultural communications have five core assump

16、tions, as follow: a) Including cultural groups with differences of varied degrees b) Including real-time encoding and decoding of the information between verbal and non-verbal communication process; c) Containing the conflict in good faith; d) Always happening in a specific context; e) Always happen

17、ing at the existing system. Because of the complexity of Cross-cultural communication, Larry (2002) pointed out that human beings need to learn other people s perspective to watch the world, make the choice carefully of using what kind of cultural perspective to observe and judge, and try to use dif

18、ferent ways to achieve a harmonious interaction. 1.3. The importance of mode of thinking in cross-cultural business negotiation Under the same circumstances, each individual in one culture may think in a slightly different way on the same question. Furthermore, the same individual may also think in

19、a slightly different way in the same question under different circumstances. It concludes linear and linkage modes of thinking. They make impacts on negotiating styles and the result of the negotiation. Therefore, it is somewhat important to localize international business negotiations, learn to thi

20、nk on the side of others, and promote mutual understanding. Through the elimination of cultural barriers, the favorable cultural conditions can be created by the concerned efforts so that business negotiations can be effectively carried out. 2. Literature Review Cross-cultural negotiations is the in

21、teractions, typically in business, that occur between various cultures. These negotiations are typically viewed as occurring between various nations, but cross-cultural studies can also occur between different cultures within the same nation, such as between European-Americans and Native Americans.

22、As the world becomes more and more interdependent as a result in the expansion of globalization and international business relations, cross-cultural negotiations are becoming a common feature in business and political transactions. This being the case, understanding how cross-cultural negotiations o

23、ccur is an important skill to have. Thus, there has been an abundance of research and literature conducted and written on the topic. What follows is a brief review of the current literature available on the topic of cross-cultural negotiations. Curry, Jeffrey, Edmund(1999): A Short Course in Interna

24、tional Negotiating , World Trade Press , this book mainly focus on some factors in cross-cultural negotiation, otherwises, Mitchell, Charles(2000): A Short Course in International Business Culture , World Trade Press,which is concentrated on the topic of the culture. And my study on this dissertatio

25、n aims at combining the two topic into one so as to get a better and profound understanding in cross-cultural business negotiation. 3. Various Kinds of Different Modes of Thinking between Chinese and the Westerners in Cross-cultural Business Negotiation 3.1. Difference between individualism and coll

26、ectivism Individualism refers to the doctrine that the rights of the individual are the most important ones in a society. Most westerners believe that each person has his own separate identity and personality, which should be recognized and reinforced. Therefore, one cannot comprehend the western an

27、d its people without understanding individualism. Only with the cognition of individualism can we understand how westerners conceptualize family, friendships, and privacy. The core of individualism is the pursuit of personal achievements.It is highly valued, earnestly believed and well appreciated a

28、s a fundamental social virtue. In Christianity traditions, individuals are important not only to each other, but also to the society and God. Individualism has been handed down from their ancestors. Therefore, to westerners, individualism is not selfishness but rather virtue. They emphasize individu

29、alism so much that they believe that there must be something wrong with someone who fails to demonstrate individualism. They like the sentence “ Godhelps those who help themselves. ” However to Chinese people, the word “ individualism is r”elated to the derogatory meaning as egoism, which represents

30、 selfishness in quality and looseness in discipline. In traditional Chinese beliefs, esp. in Confucianism, collectivism is appreciated. It emphasizes cooperation among group membersand individual success is due to the collective effort of the staff in a unit, an organization or a community. The sacr

31、ifice of individual interest for that of the collective is a noble quality eulogized so much by Chinese people that being modest and thoughtful of others are highly praised. 3.2. Difference between consensus and decisiveness in decision making When locked in negotiations it is important to take into

32、 consideration the differences in the decision-making process between cultures. In some cultures where power is decentralized (United States, Australia) decisions can be made quickly-and often by a single individual. However, in cultures with collectivist values (Japan, China), decisions are made by

33、 consensus and can take longer. (However, implementation of decisions is quicker in collectivist cultusres as opposed to individualistic cultures that often demand the right to question the decision handed down.) Consider the examples of the United States and Japan where values and cultural influenc

34、es play a major role in the decision-making process. The contrast begins with the basic objectives a business decision is meant to achieve. In China that objective is preservation of group harmony. In the United States it is usually maximum profit or operating efficiency. Now consider a decision as

35、to whether or not to buy out a competitor, say, in the steel-making industry. In China, where decision-making is decentralized, the process would be a bottom-up one. In the United States it is centralized and top-down. The Chinese will start with trying to define the question or problem, beginning w

36、ith input from the lower ranks-the people who may be directly affected by the decision. From these lower groups, the decision is passed upwards or laterally until it eventually reaches senior management who are already aware of the consensus built from below. Keeping in mind that the Chinese objecti

37、ve is preservation of group harmony, the question would be framed as a decision to the impact on the company scurrent employees and those of the firm to be purchased. Once completed, the merger would go fairly smoothly because the consensus came from the bottom up and workers, not wishing to disturb

38、 group harmony, work hard to make it successful. In the United States, senior management would begin the process, not by defining the problem, but rather by seeking a solution to the question of how to maximize profit from this acquisition. The route of the decision is purely top-down. Keeping in mi

39、nd that the American objective is economic efficiency; the problem is framed as one of maximizing resources and return on capital. The decision would be objective and impersonal. If maximizing efficiency involves layoffs at both companies, so be it. The workers had no input on the decision and will

40、question what is in it for them if they go along. 3.3. Different values between Chinese and westerners in cross-cultural business negotiation The concept of Chinese values is often consciously or unconsciously placed in opposition with Western values. Therefore, it is necessaryto determine how peopl

41、e define Western values. Some have stated that the modern Western value system originated in Victorian England, and describe it as social norms and behaviors common in European people during that time. The core of Western values is individualism. David Hitchcock described Western values from a Chine

42、se perspective. He said that, from the Chinese viewpoint, Western values have three levels: 1) physical level - scie nee, tech no logy, bus in ess, public adm ini strati on, and moder n capitalist econo mics; 2) con ceptual level-equal opport uni ty, the role of law; and time management; and 3) core

43、 values - open debate, equality, balanee of power; free speech, and democracy. The core of the Chinese value has some relationship with the Confucianism. The ethnic principle of Confucianism is its discovery of the ultimate in the moral character of human relationships in which Confucius offered the

44、 solution for the ills and evils of his days. That is the well-known Five Relationships: ruler-minister, father-son, husband-wife, elder-younger brother and friend-friend. This was explained as” Thersehould be affection between father and son , righteous sense of duty between ruler and minister, div

45、ision of function between man and wife, stratification between old and young, and good faith between friends. D”uring the more than two thousand years of the feudal period, the ruling class arranges every thing by this relationship, and then formed a class society. In this kind of society, a ministe

46、r owes loyalty to his ruler, and a child filial respect to his parent. The result is the humanity is neglected and people have no equality. Different from China, in the Renaissanceperiod of England, people began to emphasize the dignity of human beings and the importance of the present life, they vo

47、iced their beliefs that man did not only have the right to enjoy the beauty of their life, but also have the ability to perfect themselves and perform wonders. This is the rudiment of Humanism. People became respect the humanity from then on. And then develop into the ideas of what we always said fr

48、eedom, democracy. Today, take Americans for instance; the top personal values were self-reliance, hard work, and a tie between achieving success in life, personal achievement, and helping others. Hard work, respect for learning, honesty, and self-reliance were most valued among Chinese people. In te

49、rms of social values, the top six for Americans were freedom of expression, personal freedom, rights of the individual, open debate; thinking for oneself, and official accountability. The top six social values for Asian people were maintenance of an orderly society, harmony, accountability of public

50、 officials, openness to new ideas, freedom of expression, and respect for authority. This study finds that unlike Americans, East Asians are generally more respectful of authority and prize an orderly society, however in concurrence with the West, Asians honor new ideas, official accountability, and

51、 free expression. 4. The Causes of Different Modes of Thinking between Chinese and Westerners in Cross-cultural Business Negotiation In international business settings, the development of the negotiation process and how parties perceive the relationship are crucial. And mode of thinking plays import

52、ant roles in this process, which is influenced by some facts and factors beyond the negotiation process in question. Cultural difference is one of the most important factors. Culture is a major determinant of strategies and tactics in international business negotiations, because negotiations involve

53、 communication, time, and power and these variables differ across cultures. Cultural differences create a challenge to the negotiators involved, and demand understanding as well as flexibility. An ability to assess these differences and properly handle the consequences is essential for success in in

54、ternational business negotiations. 4.1. Personal space Our personal space, the piece of the universe we occupy is contained within an invisible boundary surrounding our body. Edward Hall s work has demostrated clearly that cultures differ substantially in their use of personal space. Cultures that s

55、tress individualism generally demand more space than do communal cultures. A culture usse of space is directly linked to its value system. For example, in western countries husband and wife share their personal space, they walk side by side in the street, but in Arab countries, husband always walk a

56、head of their wives, even at the dinner table, husband and wife do not sit together. In those countries, a mans personal space is his alone. In some Middle Eastern and Asia countries, you will see it is very crowed in buses, banks and other public places, for these cultures demand very little societ

57、y distance. They have unique orientations towards space and privacy. A mixing of these orientations can cause communication problems. In China, many public places such as bank has one meter line, but Chinese dont always pay attention to it. If a Western is in front of you in a bank, you pass the one

58、 meter line and close to him or her, you may cause a misunderstanding, you will be said to invade his personal space. 4.2 Time orientation Time orientation refers to some cultures preference for a long-term or a short-term outlook on life and work (Rouses, 2002). Some cultures are much more future-o

59、riented than others. For example, Hong Kong, Japan and Taiwan have a future orientation. At the other end of the continuum we find those such as Pakistan and some West African cultures where the focus is more present and past-oriented than oriented towards the future. These cultures tend to have a g

60、reat respect for tadition. Canada, Germany, and the United States are in the middle. Compared to North American and the British tend to emphasize the past much more. Time has other dimensions, too. Time has been characterized by( Hall 1987) as either monochromic or polychromic. Monochromic time refe