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Chapter6Cross-CultureBusinessCommunicationWhatisculture?•Customarybelief,socialforms,andmaterialtraitsofaracial,religiousorsocialgroup•Worldeconomytendstobemoreandmoreglobalizedandorganizationsbemoreculturallydiversified.•Greatervitalitybroughtbyculturallydiversifiedworkforce,butmanymoreproblemsincross-culturalbusinesscommunication.•Cultureismoreoftenasourceofconflictthanofsynergy.Culturaldifferencesareanuisanceatbestandoftenadisaster.---Prof.GeertHofstede,EmeritusProfessor,MaastrichtUniversity.•文化差异不仅不能发挥协同作用反而却成为冲突的源泉，文化差异是个大麻烦甚至是灾难。High-contextCultureVs.Low-contextCulture•Inhigh-contextculture,mostoftheinformationisinferredfromthecontextofamessage;littleisexplicitlyconveyed.•Inlow-contextculture,contextislessimportant;mostinformationisexplicitlyspelledout.•High-contextculturesSwissGerman•German•Scandinavian•American•British•French•Italian•Spanish•Greek•Arab•Chinese•Low–contextculturesJapanese•ThefollowingexpressionsareoftenusedbyNorthAmericans:•Let’sgettothepoint.•Let’sgetdowntothepoint.•Let’sgetitstraight.•What’sthepoint?•Donotbeataroundthebush.•Justshootoutitout.高语境与低语境在广告中的体现•大宇汽车广告毋须任何言辞沟通，只须微笑即可解。•美国速递公司——COLORDIRECT广告SO...YOUWANTTOMAILSTRAWBERRYICECREAM.Lowvs.HighPowerDistance•Thisculturaldimensionlooksathowmuchaculturedoesordoesnotvaluehierarchicalrelationshipsandrespectforauthority.•ExamplesofcultureswithhighPDIscoresincludeArabicspeakingcountries,Russia,IndiaandChina.ThosewithlowscoresincludeJapan,AustraliaandCanada.Inahighpowerdistanceculturesthefollowingmaybeobserved•Thoseinauthorityopenlydemonstratetheirrank.•Subordinatesarenotgivenimportantworkandexpectclearguidancefromabove.•Subordinatesareexpectedtotaketheblameforthingsgoingwrong.•Therelationshipbetweenbossandsubordinateisrarelyclose/personal.•Politicsispronetototalitarianism.Classdivisionswithinsocietyareaccepted.Inalowpowerdistanceculture•Superiorstreatsubordinateswithrespectanddonotpullrank.•Subordinatesareentrustedwithimportantassignments.•Blameiseithersharedorveryoftenacceptedbythesuperiorduetoitbeingtheirresponsibilitytomanage.•Managersmayoftensocializewithsubordinates.•Liberaldemocraciesarethenorm.•Societiesleanmoretowardsegalitarianism.IfyouareworkingwithorgoingtoacountrywithahigherPDIthanyoursthen•---giveclearandexplicitdirectionstothoseworkingwithyou.Deadlinesshouldbehighlightedandstressed.---donotexpectsubordinatestotakeinitiative.---bemoreauthoritarianinyourmanagementstyle.Relationshipswithstaffmaybemoredistantthanyouareusedto.---showrespecttothosehigheruptheladder.•---expecttoencountermorebureaucracyinorganizationsandgovernmentagencies.IfyouareworkingwithorgoingtoacountrywithalowerPDIthanyoursthen•---peoplewillwanttogettoknowyouinaninformalmannerwithlittleetiquette.---bemoreinclusiveinyourmanagementorleadershipstyleasbeingdirectivewillbepoorlyinterpreted.---involveothersindecisionmaking.---donotbasejudgmentsofpeopleonappearance,privilegesorstatussymbols.don'texpecttobetreatedwiththeusualrespectordeferenceyoumaybeusedto.Someofthecommontraitsfoundincountriesthatscorehighonthemasculinityscale•Life'sprioritiesareachievement,wealthandexpansion•Itisacceptabletosettleconflictsthroughaggressivemeans•Womenandmenhavedifferentrolesinsociety•Professionalsoftenlivetowork,meaninglongerworkhoursandshortvacationsIfyouareworkingordoingbusinessinacountrywithahighermasculinityscorethanyourselfthen•Tosucceedinthiscultureyouwillbeexpectedtomakesacrificesintheformoflongerworkhours,shorterholidaysandpossiblymoretravel.•Beawarethatpeoplewilldiscussbusinessanytime,evenatsocialgatherings.•Avoidaskingpersonalquestionsinbusinesssituations.Yourcolleaguesorprospectivepartnerswillprobablywanttogetstraighttobusiness.•Communicationstylethatisdirect,conciseandunemotionalwillbemosteffectiveinthisenvironment.•Self-promotionisanacceptablepartofthebusinesscultureinthiscompetitiveenvironment.Ifyouareworkingordoingbusinessinacountrywithalowermasculinityscorethanyourselfthen•Recognizethatpeoplevaluetheirpersonaltime.Theyprioritizefamilyandtakelongerholidays.Workingovertimeisnotthenorm.•Smalltalkatsocial(orbusiness)functionswillfocusonanindividual'slifeandinterestsratherthanjustbusiness.•Personalquestionsarenormalratherthanintrusive.•Inbusinessdealingstrustweighsmorethanprojectedprofitmarginsandthelike.Someofthecommontraitsfoundincountriesthatscorelowonthemasculinityscale•Inlifethemainprioritiesarethefamily,relationshipsandqualityoflife•Conflictsshouldideallybesolvedthroughnegotiation•Menandwomenshouldshareequalpositionsinsociety•Professionalsworktolive,meaninglongervacationsandflexibleworkinghoursUncertaintyavoidance•Inessencethisculturaldimensionmeasuresacountryorculture'spreferenceforstrictlawsandregulationsoverambiguityandrisk.•AccordingtheHofstede'sfindingsGreeceisthemostrisk-averseculturewhileSingaporetheleast.GenerallyspeakingProtestantcountriesandthosewithChineseinfluencesscorelow.Catholic,BuddhistandArabicspeakingcountriestendtoscorehighinuncertaintyavoidance.Someofthecommontraitsfoundincountriesthatscorehighlyontheuncertaintyavoidancescale•Usuallycountries/c