跨文化商务交际Intercultural Business Communication窦卫霖编著前言一个企业的成功，不仅取决于它的生产能力，而且取决于它的文化能力；在国际商务活动中，还取决于它的跨文化交际能力。
经济全球化的趋势、国际商务活动的日益频繁，越来越显示出对多元文化理解的必要性和跨文化交际能力的重要性。
跨文化意识意味着直接的经济效益。
如果一个企业想让自己的产品在国际市场上占有一席之地，一个跨国公司想在其他国家或地区取得经济效益，那么就不仅需要具有高超的经济、技术和管理水平，而且需要深刻了解对象国的文化。
正因为如此，世界上许多大公司在国际商务活动中都十分重视跨文化交流的研究和培训，许多经贸类大学都把跨文化商务交际课程作为必修课。
21世纪的中国是走向国际广泛合作的中国。
自中国加入WTO以来，国际著名跨国集团公司、金融机构、工商企业都纷纷来中国设立分支机构、分公司，招聘大量的中国雇员。
同时，中国工商贸易企业也在不断加大出口力度，在国内外建立跨国公司，雇佣来自不同文化背景的雇员。
文化合作已成为当代中国商务合作的重要内容。
文化交融现象激励商务英语教学加速培养复合型的经贸外语人才，促进他们不仅要掌握跨学科的专业知识，而且要具备跨文化交往的技能。
在商务英语教学中把跨文化交际能力的培养放在十分突出的位置已经成为普遍的共识。
那么在培养复合型人才的战略中，如何培养和提高跨文化交际的能力呢？在我国，经贸学校一般都开设有关跨文化交际的课程，跨文化交际专著、论文也不断涌现。
但总体来说，跨文化商务交际在我国商界和相关专业的教学中还处于比较薄弱的初级阶段，与发达国家相比还有较大的差距，尤其是如何把商务活动实践与跨文化交际理论结合起来，如何把国际商务文化与中国本土文化结合起来，还是一个难题。
这方面的书籍也特别少，适合商英类专业学生使用的教材更少。
有鉴于此，作者根据多年跨文化交际和跨文化商务交际教学的经验，参考了大量国内外的最新相关材料，编写了这本《跨文化商务交流》教材，希望成为大学英语相关专业学生以及商务人员进修提高的可用教材。
全书分上、下两篇共十二章，：上篇以跨文化交际学的基本理论和主要内容为框架，阐述交际与文化的关系、文化价值观对跨文化交际的影响，分别介绍跨文化交际过程中文化差异在言语和非言语方面的具体表现。
第一章为概论，介绍跨文化交际和跨文化商务交际的定义、概念、发展及其意义；第二章着重讨论交际的基本理论及其在商务交际中的应用；第三章阐述文化的定义、作用、特征；第四章集中讨论价值观的文化差异及其在商务活动中的表现；第五和第六章分别探讨了文化差异在言语和非言语方面的种种表现。
下篇运用跨文化交际学的基本理论具体分析商务实践活动的几个重要方面，即跨文化商务写作（第七章）、跨文化商务礼仪（第八章）、跨文化商务谈判（第九章）、跨文化商务营销（第十章）、跨文化商务法律和伦理（第十一章）、跨国商务组织（企业）文化（第十二章）。
本教材希望体现这样一些特点：第一，教学理念上强调师生的互动关系，强调提高学生的分析问题、解决问题的能力，每个章节都选择了商务交往的生动案例和多种形式的练习供师生之间、学生之间进行讨论交流；书中大量分析了因文化差异而造成的交际误解或失败，并就如何有效地进行跨文化商务沟通提出改进的办法；第二，内容上力图将跨文化交际理论与现实商务交往的实践相结合，以真实生动的商务交际的成败事例说明理论，对跨文化商务交际实践中的经验和教训进行理论分析和提升，力图使理论亲切明了；第三，力图将国际商务文化交际的理论与实践与中国的本土文化相结合，尽可能反映我国企业、商业部门在国际跨文化交际过程中的真实故事和真实感受，着重分析我国文化与异国文化的互动特点。
另外，笔者利用在美国和日本的生活经历，书中适当进行了中、美、日三国文化交际特点的比较；第四，在编写体例上，力图更有利于学生学习，更能体现国际教材编写的发展趋势，如：考虑到本学科内容覆盖面广的特点，每章节都首先提出学习目标，以帮助学生掌握学习重点；为了帮助学生提纲挈领地掌握各章的内容，文本左边用中文加注了基本概念和重点内容；为了便于比较记忆、便于更生动具体地说明问题，配备了大量图表，以达到图文并茂的效果。
尽管这本教材在教学中不断改进，但由于本人水平有限，书中一定还有许多不足，希望本教材的使用者提出批评和建议，以便不断改进。
在编写过程中秦琴和王菲参与了案例和练习的编写工作，借此机会表示感谢。
窦卫霖2004年8月于对外经济贸易大学ContentsSection OneChapter 1 Introduction to Intercultural CommunicationLearning ObjectivesI. What is intercultural communication (ICC)?II. Why Is ICC Increasingly Important?1. Improvements in transportation technology2. Developments in communication technology3. Changes in mass migration patterns4. Globalization of the world economyIII. How Is the Study of Intercultural Communication Developed?1. How did intercultural communication become established first in U.S.?2. A review of the development of intercultural communication study3. Intercultural communication studies in China4. The multidisciplinary nature and elements of intercultural communication study IV. How Is the Study of ICC and ICBC Developed?1. The research of ICBC2. Why we should be concerned about ICBC3. The complexity in learning intercultural business communicationKey TermsExercisesCase study (1-2)Chapter 2 Basic Communication TheoryLearning Objectives:I. Basics of Human Communication1. Maslow's Hierarchy of Needs2. Needs and Purposes for Communication3. Definition of CommunicationII. The Scope and Type of CommunicationIII. The Process of Communication1. Components of the Communication2. Models of CommunicationIV. Characteristics of CommunicationV. Business Communication1. Defining Business Communication2. Internal and External Communication3. Formal and Informal Communication4. The Role of Communication in BusinessKey termsExercisesCases (2-6)Bibliography and Further ReadingChapter 3 The nature of CultureLearning Objectives:I. Basic functions of CultureII. Definitions of CultureIII. Ingredients of CultureIV. Characteristics of CultureV. Understanding Cultural DifferencesKey termsExercisesCases (7-10)Bibliography and Further ReadingChapter 4 Cultural ValuesLearning objectivesI. Concept of Values1. Definition of Value2. Values from the Core of Culture3. Three Types of ValuesII. Priorities of Cultural ValuesIII. Study of Values1. Kluckholn and Strodtbeck's Study of Values and Value Orientations2. Hofstede-Bond Value Dimensions3. Hall’s high-Context and Low-Context OrientationIV. Contrasting Values Critical to Intercultural Business Communication Key termsExercisesCases (11-14)Chapter 5 Verbal CommunicationLearning objectivesI. Linguistic DiversityII. The Relationship Between Language and Culture1. The Influence of culture on language2. The influence of language on cultureIII. Culture’s Impact on Language at Various Levels1. Meanings of Words--Culture’s impact on language at lexical level2. Sociolinguistic / Pragmatic Rules ----Culture’s impact on language at pragma ticlevel3. Analysis of Speech Acts4. Discourse Pattern ----Culture’s impact on language at discourse level5. Verbal Styles ----Comparing American, Japanese and Chinese verbal styles6. Idioms(1) Set phrases(2) Slang(3) ProverbsKey termsExercisesCases (15-19)Chapter 6 Non-verbal CommunicationLearning ObjectivesI. What do we mean by nonverbal communication?1. The Importance of non-verbal communication2. Defining non-verbal communication3. Functions of non-verbal communication4. Main characteristics of non-verbal communication5. Categories of nonverbal communication6. Potential pitfalls of studying nonverbal communicationII. Culture’s impact on the nonverbal communication1. Body language/kinesics (posture, gesture, head and arm movement, facial expression)2. Eye contact / Oculesics3. Touch / haptics (hand shaking, hugging and kissing)4. Smell / Olfactics5. Paralanguage（vocal qualifiers, vocalization）6. Spatial language/Proximics7. Temporal language/chronemics :8. SilenceKey termsExercisesCases (20-23)Section TwoChapter 7 Intercultural Business WritingLearning ObjectivesI. The Purpose for Learning Written Communication in ICBC1. Be aware of the importance of writing in ICBC2. Be aware of the importance of international English writing in ICBC3. Be aware of the cultural differences in the conventions of business writing II. Planning Business Messages1. Defining Purpose2. Analyzing Intercultural Audiences3. Selecting a Channel and MediumIII. Organizing Business Messages1. Organizing Routine, Good-news, and Goodwill Messages2. Organizing Bad News Messages3. Organizing Persuasive Messages4. Organizing Reports5. Organizing employment MessagesIV. Format and Layout of Business Documents1. Letter2. Memo3. Email4. Fax5. Resume6. ReportKey termsExercisesCases (24-25)Chapter 8 Intercultural Business Etiquette and ProtocolLearning ObjectivesI. Why Are Appropriate Etiquette and Protocol Important in ICBC?II. What Do Etiquette and Protocol Mean to ICBC?III. How Do Etiquette, Protocol and Customs vary in ICBC?1. Initial Business Relationships(1) Initial Contacts(2) Naming Systems(3) Business Card Etiquette2. Social entertainment and Tipping(1) Dining Practices(2) Drinking Protocol(3) Seating Arrangements(4) Cocktail Party(5) Tipping3. Gift-Giving Etiquette4. Business Dress5. Scheduling Business Activities6. Position, Status and Gender7. Humor in ICBC(1) The Importance of Humor in ICBC(2) Characteristics of Humor in Different Cultures(3) Techniques of Employing Humor in ICBCIV. Whose Etiquette and Protocol to Follow in ICBC?Key termsExercisesCases (26-30)Chapter 9Cultural Considerations in International Business NegotiationLearning objectivesI. Defining intercultural negotiation1. Negotiation2. Intercultural Negotiation3. Intercultural approach to Business NegotiationII. Intercultural Negotiation Variables1. Factors Influencing Business Negotiation2. Variables for Intercultural Comparison3. Analysis of Intercultural Negotiation VariablesIII. Intercultural Negotiation Process1. Negotiation Phases2. Examining Negotiation ProcessIV. Intercultural Negotiation Models and styles1. Intercultural Negotiation Models2. Intercultural Negotiation StylesV. Intercultural Negotiation Guidelines1. Strategies2. GuidelinesKey termsExercisesCases (31-34)Chapter 10 Cultural Considerations in International Marketing and Advertising Learning ObjectivesI. A Cultural Approach to International Marketing1. Marketing: borrowed concepts and practices2. Marketing as exchange and communicationII. Cultural Influence on Selected Aspects of Advertisements1. Symbols2. Heroes3. Rituals4. ValuesIII. Cultural Influence on Selected Aspects of Consumer Behavior1. Hierarchy of needs distorting demand across product categories2. General attitudes towards the role and functions of advertising3. Attitudes toward new products4. Customs and Consumption PatternsIV. Global Marketing1. Controversial Issues of Global marketing(1) Standardization(2) Localization2. Think globally and act locally3. The Global ConsumerIV. Implication in Chinese marketing1. Using Characteristics of Chinese2. Imitating western creativity3. Digging creativity from national cultureKey termsExercisesCases (35-38)Chapter 11 Legal and Ethical Consideration in ICBCLearning objectivesI. T he urgent need for understanding law and ethics of ICBC1. The nature of Legal Environment of International Business2. Ethics and the LawII. Legal and Ethical Issues in ICBC1.Protection of intellectual property2. Dispute Settlement Through Legal Channels3. Labor and Management Communication4. Legal Issues in International Marketing Communication5. The issue of bribery and corruption(1) Why Illegal Payment?(2) Types of Illegal Payment(3) The Process of payoffs / Illegal Payment(4) The Destructive of Bribery and Corruption(5) The Responsibility of the Payer(6) Fighting Bribery and CorruptionIII. Building Ethical Competence in ICBC1. Moral Philosophies or relevance to business ethics(1) Teleology(2) Deontology: the theory of rights(3) Theory of Justice(4) Cultural Relativism2. Corporate Ethics3. A Universal set of EthicsKey termsExercisesCases (39-41)Chapter 12 The Consideration of Organizational Culture in ICBCLearning ObjectivesI. The Nature of Organizational Culture1. Definition of Organizational Culture2. The Function of Organizational Culture3. Differences between Organizational and National Cultures4. Types and Models of Organizational CultureII.American Organizational Culture vs. Chinese Organizational Culture1.Characteristics of American Organizational Culture2. Characteristics of American Organizational Culture3. Cultural Synergy in Sino-U.S. Organizational CultureIII. Managing Change in Learning Organizations1. Forces of Change2. Models of Planned Change3. Overcoming Resistance to Change4. Building an Organization’s Learning CapabilityConclusionKey termsExercisesCases (42-43)Key to Some of the ExercisesAcknowledgementsBibliographyIntercultural FilmsRelated WebsitesRelated WebsitesCommunication Association web sitesInternational communication Association website: AFS website: /usaInternational Academy for Intercultural research website: /users/academyChinese Communication Association Forum website: Intercultural/Cross-cultural Training OrganizationsThe Center for International Briefing: The International Management Institute: /The Young Society for Intercultural Education, Training, and Research:/~ysietar/Newspapers and Periodicals On-lineNewspaper of the world on the Internet: /newspapers250 Best On-line Newspapers, Newspapers from Around the World:/123world_worldnewspapers.html Clearinghouse for Multicultural/Bilingual Education: /MBE/htmls/mbe.html#index The Edge: the E-Journal of Intercultural Relations website: Intercultural Press website: Beijing Business Today, (Nov.2002) International Business SitesInternational business network: International business resources: /busres.htmlInternational Chamber Commerce: /~ibnet/icchp.htmlInternational Trade Administration: /Islamic Chamber of Commerce and Industry: /~icci/Transparency International: http://www.transparency.de/International society of Business, Economics and Ethics: /~isbee/Best Global Business Practices Program: /bgp/International Business Ethics Institute: http://www.business_Business Ethics from an Islamic Perspective: .ethics.htmlAdvancing women: /Canadian Women’s Business Network: The center for Creative Leadership: /Web Sites about Multiple Countries and their Cultures Library of Congress Country Studies: /frd/csWorld Factbook: /cia/publications/factbook/index.htmlThe Web of Culture: Relocation and real estate news: /main.htmlArab net: Asian Studies: http://coombs.au/WWWVL-AsianStudies.html.Latin America: /subject/countries.htmlLonely Planet: Travel guides: http://www//destinationsRegional and Cultural-Specific SitesAlbania: Angola: Austria: http://www.austria-info.atAustralia: .au/australiaAzerbaijan: /oldfriends/azerbaijan/index.html Bangladesh: Belgium: http://belgium.fgov.beBelize Online: Belize government Page: .bzCambodia: Canada: http://canada.gc.caCape Verde: /specialprograms/caboverde/capeverdean.html China: Demark: Finland: http://virtual.finland.fiFrance: French Ministry of Foreign Affairs: http://www.france.diplomatie.fr/index/gb.html Germany: http://wwwgovernment.deGhana: Hungary: http://www.fsz.bme.hu/hungary/homepage.htmlHindu Resources On-line: Iceland: http://www.whatson.isIndia: http://alfa.nic.inIran: Iranian Cultural Information Center: Iraq: Ireland: General: http://www.itw.ie//wwwlib.htmlIsrael: .il/index.htmlItaly: Jamaica: Japan: Information Network: Jewish: resources: /trb/judaism.htmlLibya: /homepages/dr_ibrahim-ighneiwaMalaysia: http://www.jaring.myMexico: Reference Desk: /la/MexicoNepal: http://www.onfo_Netherlands: http://www.nbt.nlNew Zealand: Norway: Peru: .pe/rcp/rcp_peru.shtmlPoland: .pl/poland/poland_home.htmlRussia: /exhibits/russiaScotland: /sconemac/index.htmlSingapore:InfoMap: http://www.sgSlavakia: http://www.eunet.sk/slobakia/polit.htmlSouth Africa: .zaSpain: http://www.docuweb.ca/SiSpain/english/index.htmlSweden: http://www.sverigeturism.se/smorgasbordTunisia: ,Turkey: /turkeyUnited Arab Emirates: .aeUnited Kingdom: UK Online: USA, African American: Universal Black Pages: USA, Asian American: Asian American Net: USA, Latino: Hispanic Online: USA, Latino: Latino culture: /mbody.htmlUSA, Native Americans: /welker/nationsl.htmlUSA, Hawaiian: http://www.hawaii_University Web SitesIntercultural Communication LOOP: hppt://www.fun.ac.jp/~davies/intercultural/icclewelcome.html International Chat RoomsThe Bistro – an international site with 12 languageGovernment/Embassy Web Sites。