国际商务英语授课国际商务 (8).pdf

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1、International BusinessDifferences in Culture I.What is Culture?什么是文化？什么是文化？2 1.1 Why learn about culture?为什么要学习文化为什么要学习文化3 What is Culture?Social Structure Language and Education Culture and the WorkplaceChapter Ouline 4 Cross-cultural literacyAn understanding of how cultural differences across and

2、within nationscan affect the way in which businessis practiced.culture and business cultural change 61.2 Culture:Value 文化文化:价值观价值观 We view culture as a system of values and norms that are shared among a group of people and that when taken together constitute a design for living.8 values:abstract ide

3、as about what a group believes to be good,right,and desirable a societys attitudes with emotion reflected in the political and economic system 910My teacher Markme The way of making comments Direct vs Indirect11Personal Relationship Simple vs Complex1213 Geert Hofstede a Dutch psychologist and cultu

4、re expert “American applicants,to Dutch eyes,oversell themselves.Their CVs are worded in superlativespromising things they are very unlikely to realize.”“Dutch applicants in American eyes undersell themselves.They write modest and usually short CVs,counting on the interviewer to find out by asking h

5、ow good they really are.”141.3 Culture:Norms 文化文化:规范规范 norms:the social rules and guidelines that prescribe appropriate behavior in particular situations -folkways -mores16norms:social rules and guidelines folkways -routine convention -social convention -violation:not serious 1718192021norms:social

6、rules and guidelines mores -central to the functioning of society -violation:serious retribution -differences between cultures23Culture is like the water a fish swims in.The fish notices everything except the water he is swimming in.The fish takes the water for granted.2412H Ha ab bi it ts sH Ha ab

7、bi it ts sL La an ng gu ua ag ge eL La an ng gu ua ag ge eB Be eh ha av vi io ou ur rB Be eh ha av vi io ou ur rD Dr re es ss sD Dr re es ss sI In ns st ti it tu ut ti io on ns sI In ns st ti it tu ut ti io on ns sA Ar rc ch hi it te ec ct tu ur re eA Ar rc ch hi it te ec ct tu ur re eC Cu us st to

8、omms sC Cu us st to omms sT Tr ra ad di it ti io on ns sT Tr ra ad di it ti io on ns sB Be el li ie ef fs sB Be el li ie ef fs sN No or rmms sN No or rmms sE Ex xp pe ec ct ta at ti io on ns sE Ex xp pe ec ct ta at ti io on ns sP Pe er rc ce ep pt ti io on ns sP Pe er rc ce ep pt ti io on ns sP Pe e

9、r rs so on na al li it ty y s st ty yl le es sP Pe er rs so on na al li it ty y s st ty yl le es sL Le ea ar rn ni in ng g s st ty yl le es sL Le ea ar rn ni in ng g s st ty yl le es sR Ru ul le es s R Ro ol le es s V Va al lu ue es sR Ru ul le es s R Ro ol le es s V Va al lu ue es sR Re el la at ti

10、 in ng g t to o o ot th he er rs sR Re el la at ti in ng g t to o o ot th he er rs sC Co on nc ce ep pt ts s o of f s sp pa ac ce e a an nd d t ti imme eC Co on nc ce ep pt ts s o of f s sp pa ac ce e a an nd d t ti imme eC Cu ul lt tu ur ra al l p pa ar ra ad di ig gmms sC Cu ul lt tu ur ra al l p

11、pa ar ra ad di ig gmms sP Pr ro ob bl le emmP Pr ro ob bl le emm-s so ol lv vi in ng g s st ty yl le es ss so ol lv vi in ng g s st ty yl le es sA As ss su ummp pt ti io on ns sA As ss su ummp pt ti io on ns sE EA AS SI IL LY YE EA AS SI IL LY Y O OB BS SE ER RV VE ED DO OB BS SE ER RV VE ED DN NO O

12、T TN NO OT T S SO OS SO O O OB BV VI IO OU US SO OB BV VI IO OU US SC CO OMMP PL LE ET TE EL LY YH HI ID DD DE EN NThe Iceberg of Culture251.4 cultural quotient 文化智商文化智商Cultural quotientcan be understood as the capability to relate and work effectively across cultures.cultural quotient(CQ)Four capac

13、ities or abilities:CQ Drive:interest and confidence CQ Knowledge:knowing the culture CQ Strategy:judging the culture CQ Action:appropriate behavior 28 II.Social Structure 社会结构社会结构292.1 individuals and groups 个人和集体个人和集体 Social structure is the basic social organization of a society.Two elements:indiv

14、idual or group social stratification social structure 31 Individual is emphasized beneficial aspects:-high level of entrepreneurial activity -dynamism of the economy harmful aspects:-high degree of managerial mobility -lack of loyalty -difficult to cooperate 1.individuals and groups32 Groups are emp

15、hasized beneficial aspects:-creating collective action -strong incentive to work together -discouraging moving harmful aspect:-lack of dynamism and entrepreneurship1.individuals and groups33 2.2 social stratification 社会分层社会分层 social stratification:Society is divided into separate social classes 2.so

16、cial stratification35 social mobility moving to a different level or position caste system:-social position determined by family -impossible to change class system:Social position can be changed through ones own achievements or luck.2.social stratification36 significance of social stratification for

17、 business class consciousness the cost of business class background and relationships with others relationship between labor and management2.social stratification37 David Cameron Former British Prime Minister 38 Camerons 5th great grandfather:William IV (1765 1837)King of the U.K.David Cameron Briti

18、sh Prime Minister Born in a noble familyFrom the age of seven,educated at independent schools l At the age of thirteen,he went to Eton College l Graduated in 1988 from Oxford University l In 2010,as Prime Minister at age 43,the youngest British Prime Minister 39 Sonia Maria Sotomayor Supreme Court j

19、ustice,the U.S.Her alcoholic father died when she was nine.Her mother was emotionally distant.l With type 1 diabetes at the age of seven l Entered universities on a full scholarship l In 1979,awarded a J.D.from Yale Law School l In 2009,Obama nominated her to the Supreme Court 4041Home Village 2014

20、Li Zhao 李钊：the first university student from a small village2.3 social stratification：Li Zhaos story 社会分层社会分层:李钊的故事李钊的故事 working hard in IndiaLi Zhao with armed guards in Chad in Africa Protected by military force in Pakistan and in Sri LankaKeep learning while working,no matter how hard it isWith b

21、usiness parterners and clientsMeeting with Client in Wall StreetBusiness Meeting at Time Square,New YorkMaking Keynote Speeches at Top Industry SeminarsLi Zhao:China Global Project LeaderTowers Watson Consulting(A world top management consulting firm)187Flights To help Multi-national Companies confr

22、ont their business challenges worldwidethe 1stStudent to pass the college entrance examination in the isolated small village where he was born 2 years working in IndiaItinerary MapIII.Language and Education语言和教育语言和教育513.1 Language 语言语言Language:a system of communication by written or spoken wordsunsp

23、oken language nonverbal communication Culture and language are intertwined and shape each other.“Language is the road map of a culture.It tells you Language is the road map of a culture.It tells you where its people come from and where they are where its people come from and where they are going.goi

24、ng.”-Rita Mae Brown,American writer Your accent and terminology reveal the class you were born into and raised in,not anything you have achieved through your own talents or efforts.And whatever you do accomplish,your position on the class scale will always be identifiable by your speech.54 the Inuit

25、 or Eskimo people 24 different ways of describing snow Language reflects the environment in which we live.55language and business considerations speak the language of the customerthe language in business relations with your countrythe language mostly used in international business”If you talk to a m

26、an in a language he understands,If you talk to a man in a language he understands,that goes to his head.If you talk to him in his own that goes to his head.If you talk to him in his own language that goes to his heart.language that goes to his heart.“-Nelson Mandela http:/ 2016,the UK government lau

27、nched a 10 million($13.59 million;11.4 million euros)program aimed at seeing at least 5,000 British students learning Mandarin by 2020.Supported by the University College London Institute of Education and the British Council,the initiative has already encouraged hundreds of students to take up lesso

28、ns.http:/ increasing number of companies in LA are recruiting bilingual Chinese speakers.A quick search on the online business network LinkedIn shows there are nearly 500,000 job openings that require Chinese language skills in the US.a non-profit public educational organization to promote Chinese l

29、anguage and culturehttp:/ the world,the numbers are also encouraging.As of the end of 2017,there were 525 Confucius Institutes and 1,113 Confucius Classrooms in 146 countries and regions.The total number of students was 9.16 million.That was the size of the population of an average country in Europe

30、.3.2 Unspoken Language 非口头语言非口头语言nonverbal communication culturally bound interpreted differently Unspoken Language 64 U.S.:a friendly gesture Greece&Turkey:an insulting gesture 65 personal space U.S.:5-8 feet Latin America:3-5 feet 66Source:Iris Vamer,Linda Beamer.Intercultural Communication in the

31、 Global Workplace(Third Edition),2012,p.190Eye contact-related to power and perceived power-as a sign of honesty-as a sign of invstionof privacy greetings-handshake-bow-touching nosesA U.S.airman and a Mori warrior exchange a hongi during a pwhiri ceremony3.3 Education 教育教育 2.Education Education:-th

32、e process of facilitating learning,or the acquisition of knowledge,skills,values,beliefs and habits -indispensable in the modern society.70 2.Education education an determinant of competitive advantage education level:guiding the location of choices of international business Japan:economic success I

33、ndia:investment destination China:economic boom 71 IV.Culture and the Workplace 文化与工作场所文化与工作场所724.1 Culture expert:Geert Hofstede 文化专家：吉尔特文化专家：吉尔特霍夫斯塔德霍夫斯塔德 IV.Culture and the Workplace Geert Hofstede a Dutch psychologist and culture expertImpact of a societys culture on the values in the workplacec

34、ultural dimensions theory 73 IV.Culture and the Workplace 1.Four dimensions in different culturesl Power distancel Individualism versus collectivisml Uncertainty avoidancel Masculinity versus femininity 744.2 Four dimensions:1-2 四个维度：四个维度：1-2 Four dimensions in different culturesl Power distancethe

35、extent to which the less powerful members of organizations and institutions(like the family)accept and expect that power is distributed unequally75Some Power Distance Index(PDI)scores,out of 76 High93 Russia81 Mexico80 China80 Arab countries77 India68 France54 Japan Low50 Italy40 U.S.A.38 Netherland

36、s36 Australia35 Germany35 Britain18 Denmark https:/ dimensions in different culturesl Individualism versus collectivism degree to which people in a society are integrated into groups-the relationship between the individual and his or her fellows 77Some Individualism Index(IDV)scores,out of 76 High91

37、 USA90 Australia89 Britain80 Netherlands74 Denmark71 France67 Germany Low51 Spain48 India46 Japan39 Russia38 Arab ctrs30 Mexico20 Chinahttps:/ dimensions in different cultures l Uncertainty avoidance a societys tolerance for ambiguity and uncertainty -to what extent the members of a society accept t

38、he ambiguous situations and tolerate uncertainty.Low tolerance for uncertainty:worry about future,more loyal to employers,accept seniority as basis for leadership.High tolerance for uncertainty:welcome risk-taking,change and rule-breaking794.3 Four dimensions:3-4 四个维度：四个维度：3-4 Some Uncertainty Avoid

39、ance Index scores,out of 76 High95 Russia92 Japan86 France82 Mexico75 Italy68 Arab ctrs65 Germany Low53 Netherlands51 Australia46 U.S.A.40 India35 Britain30 China23 Denmarkhttps:/ dimensions in different cultures l Masculinity versus femininity the relationship between gender and work roles-In mascu

40、line cultures,men are expected to strive for material success and women serve and care for the non-material quality of life.-In feminine cultures,both men and women are supposed to be modest,tender,and concerned with the quality of life.81Some Masculinity(MAS)scores,out of 76 High95 Japan70 Italy69 Mexico66 China66 Britain66 Germany62 USA Low53 Arab ctrs43 France36 Russia34 Thailand21 Costa Rica16 Denmark14 Netherlandshttps:/ is vital to develop cross-cultural literacylCulture connected to national competitive advantage lGaining an international perspective implication83