随着经济全球化的加速发展,国际商务交流与合作已经全方位展开。国际贸易和国际生产活动不仅跨越国界,往往也跨越文化,使跨国生产与贸易成为一种跨文化的沟通。文化的差异也就难免给国际商务合作造成摩擦和障碍。这种摩擦和障碍也是多方面的。经济全球化越是深入发展,文化上的摩擦与障碍这一问题就越突出。消除这些摩擦和障碍,提高跨文化沟通的有效性也就越来越重要,甚至成了决定国际商务活动成功与否的关键因素。比如,随着越来越多的跨国企业、合资企业的建立,人力资源的来源日益呈现出国际化的趋势。来自不同**、不同民族
的员工具有不同的文化背景,他们的价值观、行为准则、思维方式、态度等具有相当大的差异。这种文化差异很可能引起行为上的冲突。企业的管理人员能否在跨文化管理过程中有效解决文化冲突,减少文化差异造成的消极作用,对跨文化团队的建设和企业国际竞争力的提高意义重大。中国加入WT0后,文化差异也是中国企业走出**,外资企业进入中国市场所面临的*大挑战。因此,为消除文化差异造成的障碍,迎接文化多元化的挑战,必须进行有效的跨文化商务沟通及跨文化商务管理方面的教育和培训。

随着经济全球化的加速发展,国际商务交流与合作已经全方位展开。国际贸易和国际生产活动不仅跨越国界,往往也跨越文化,使跨国生产与贸易成为一种跨文化的沟通。文化的差异也就难免给国际商务合作造成摩擦和障碍。这种摩擦和障碍也是多方面的。经济全球化越是深入发展,文化上的摩擦与障碍这一问题就越突出。消除这些摩擦和障碍,提高跨文化沟通的有效性也就越来越重要,甚至成了决定国际商务活动成功与否的关键因素。比如,随着越来越多的跨国企业、合资企业的建立,人力资源的来源日益呈现出国际化的趋势。来自不同**、不同民族的员工具有不同的文化背景,他们的价值观、行为准则、思维方式、态度等具有相当大的差异。这种文化差异很可能引起行为上的冲突。企业的管理人员能否在跨文化管理过程中有效解决文化冲突,减少文化差异造成的消极作用,对跨文化团队的建设和企业国际竞争力的提高意义重大。中国加入WTO后,文化差异也是中国企业走出**,外资企业进入中国市场所面临的*大挑战。因此,为消除文化差异造成的障碍,迎接文化多元化的挑战,必须进行有效的跨文化商务沟通及跨文化商务管理方面的教育和培训。
跨文化商务研究这一学科发端于20世纪七八十年代的美国,是目前国外研究的热点之一,已有大量的著作和教材问世。但目前国内对此问题进行研究者尚少,除引进的原版教材外,本土学者编写的教材数量较少。为此,我们认为应该编写《跨文化商务沟通》一书来揭示文化冲突根源、分析国际商务活动和跨国公司管理中的文化冲突、解决由文化差异所导致的文化困惑,以使中国学生和读者加深对文化及���重要性的认识。

Chapter 1 Cultural Differences and Intercultural Communication
Globalization and Intercultural Business Communication
Understanding Culture
Characteristics of Culture
The Things Culture Does
Dimensions of Culture
Concepts about Cultural Differences and Intercultural Communication
Communication
Principles of Communication
The Relationship of Communication and Culture
Communication Barriers and Cultural Iceberg
Potential Problems in Intercultural Communication
Communication Competence

Chapter 2 Universal Systems
Economic Systems
Political Systems
Educational Systems
Marriage, Family and Kinship Systems
Social Hierarchies and Interaction

Chapter 3 Cultural Values and Business Cultures
Cultural Values
Attitudes
Belief and Religion
Attribution, Perception and Communication
Diverse Cultural Patterns

Chapter 4 Cultural Shock
Cultural Shock
Short Visit Culture Shock
The Most Common Stages of Cultural Shock
Alleviating Cultural Shock (For Person)
Alleviating Cultural Shock (For Company)

Chapter 5 Verbal Communication
The Relationship between Language and Culture
Thought
Language Diversity
Vocabulary Equivalence
Translation Problems
Host Language
High-Context and Low-Context Language
Linear and Nonlinear Language
Parables and Proverbs
Slang and Other Informal Language
Conversation Taboos

Chapter 6 Nonverbal Communication
The Importance of Nonverbal Communication
The Relationship Between Verbal and Nonverbal Communication
Paralanguage/ Metacommunication
Facial Expression
Eye Contact (Oculesics)
Gestures
Posture and Stance
Proxemics
Haptics
Chromatics
Chronemics
Oifactics
Silence

Chapter 7 Written Communication Patterns
International English
Guidelines for Written Communication
Writing Skills
Writing Tone and Style
Parts of Business Letters
Letter Formats
R6sum6 and Job-Search Information
Facsimiles(Faxes)
Electronic Mail(E-Mail)

Chapter 8 Global Etiquette,Business and Social Customs
Making Appointments,Greeting,Invitation Customs
Business Card Exchange Customs
Gift Giving Customs
Bribery
Appearance and Dress
Verbal Expression Customs
Electronic Communication Etiquette
CIffice Customs
Holiday Greetings and Customs
Air Travel Etiquette
Dining and Tipping Practices
Humor,Superstitions and Taboos

Chapter 9 International Negotiation Process and Strategies
Cross-Cultural Negotiation ConsideratiOns
Variables Affecting Intercultural Negotiations
Intercultural Negotiation Models
Defining the Process
Strategies
Intercultural Negotiation Guidelines
Stereotypes that Affect Intercultural Negotiations

Chapter 10 Intercultural Management
Corporate Culture
Corporate Culture and Intercultural Communication
The Multinational Corporation:Communication and Management
Implications of Cultural Aspects of Business Structures for Communication
The Multinational Business Context
Cultural Conflicts in the Workforee
Conflict Managing
The Cross-Cultural Tcam

Chapter 11 Marketing Across Cultures
What is Marketing Across Cultures28S
Marketing and Communication Breakdown
The Cultural Environment
The Global Consumers
Product’S Adaptation and Culture
Language,Design and Brand Name
Advertising
Basic Steps To Global Marketing
International Website Marketing

Chapter 12Intercultural Business Behavior
United States of America
Japan
Germany
South Korea
Russia
United Kingdom
France
Australia
Saudi Arabia
References
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