外文文献翻译国际商务谈判.docx
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外文文献翻译国际商务谈判.docx
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外文文献翻译国际商务谈判
中文4495字
外文文献翻译
InternationalBusinessNegotiations
PervezGhauri&Jean-ClaudeUsunier
Whentwopeoplecommunicate,theyrarelytalkaboutpreciselythesamesubject,foreffectivemeaningisflavoredbyeachperson’sowncognitiveworldandculturalconditioning.Negotiationistheprocessbywhichatleasttwopartiestrytoreachanagreementonmattersofmutualinterest.Thenegotiationprocessproceedsasaninterplayofperception,informationprocessing,andreaction,allofwhichturnonimagesofreality(accurateornot),onimplicitassumptionsregardingtheissuebeingnegotiated,andonanunderlyingmatrixofconventionalwisdom,beliefs,andsocialexpectations.Negotiationsinvolvetwodimensions:
amatterofsubstanceandtheprocess.Thelatterisrarelyamatterofrelevancewhennegotiationsareconductedwithinthesameculturalsetting.Onlywhendealingwithsomeonefromanothercountrywithadifferentculturalbackgrounddoesprocessusuallybecomeacriticalbarriertosubstance;insuchsettingsprocessfirstneedstobeestablishedbeforesubstantivenegotiationscancommence.Thisbecomesmoreapparentwhenthenegotiationprocessisinternational,whenculturaldifferencesmustbebridged.
Whennegotiatinginternationally,thistranslatesintoanticipatingculturallyrelatedideasthataremostlikelytobeunderstoodbyapersonofagivenculture.Discussionsarefrequentlyimpededbecausethetwosidesseemtobepursuingdifferentpathsoflogic;inanycrossculturalcontext,thepotentialformisunderstandingandtalkingpasteachotherisgreat.Negotiatinginternationallyalmostcertainlymeanshavingtocopewithnewandinconsistentinformation,usuallyaccompaniedbynewbehavior,socialenvironments,andevensightsandsmells.Thegreatertheculturaldifferences,themorelikelybarrierstocommunicationandmisunderstandingsbecome.Whenonetakestheseeminglysimpleprocessofnegotiationsintoacross-culturalcontext,itbecomesevenmorecomplexandcomplicationstendtogrowexponentially.Itisnaiveindeedtoventureintointernationalnegotiationwiththebeliefthat“afterall,peopleareprettymuchalikeeverywhereandbehavemuchaswedo.”Eveniftheywearthesameclothesyoudo,speakEnglishaswellas(orevenbetterthan)you,andprefermanyofthecomfortsandattributesofAmericanlife(food,hotels,sports),itwouldbefoolishtoviewamemberofanothercultureasabrotherinspirit.Thatnegotiationstyleyouusesoeffectivelyathomecanbeineffectiveandinappropriatewhendealingwithpeoplefromanotherculturalbackground;infactitsusecanoftenresultinmoreharmthangain.Heightenedsensitivity,moreattentiontodetail,andperhapsevenchangesinbasicbehavioralpatternsarerequiredwhenworkinginanotherculture.
Membersofoneculturemayfocusondifferentaspectsofanagreement(e.g.,legal,financial)thanmaymembersofanotherculture(personal,relationships).Theimplementationofabusinessagreementmaybestressedinoneculture,whiletherangeandpreventionofpracticalproblemsmaybeemphasizedinanotherculture.Insomecultures,theattentionofpeopleisdirectedmoretowardthespecificdetailsoftheagreement(documentingtheagreement),whileotherculturesmayfocusonhowthepromisescanbekept(processandimplementation).Americansnegotiateacontract;theJapanesenegotiateapersonalrelationship.Cultureforcespeopletoviewandvaluedifferentlythemanysocialinteractionsinherentinfashioninganyagreement.Negotiationscaneasilybreakdownbecauseofalackofunderstandingoftheculturalcomponentofthenegotiationprocess.Negotiatorswhotakethetimetounderstandtheapproachthattheotherpartiesarelikelytouseandtoadapttheirownstylestothatonearelikelytobemoreeffectivenegotiators.
AmericanandRussianpeoplearenotsimilar;theirethicalattitudesdonotcoincide:
theyevaluatebehaviordifferently.WhatanAmericanmayconsidernormative,positivebehavior(negotiatingandreachingacompromisewithanenemy),aRussianperceivesasshowingcowardice,weakness,andunworthiness;theword“deal”hasastrongnegativeconnotation,eventodayincontemporaryRussia.Similarly,forRussians,compromisehasnegativeconnotation;principlesaresupposedtobeinviolableandcompromiseisamatterofintegrity(TheRussiansarenotalonehere:
aMexicanwillnotcompromiseasamatterofhonor,dignity,andintegrity;likewise,anArabfearslossofmanlinessifhecompromises.)Anegotiationistreatedasawholewithoutconcessions.AttheStrategicArmsLimitationTalks(SALT)talks,theAmericansthoughttheyhadanagreement(meaningconclusivecommitment),whiletheRussianssaiditwasanunderstanding(meaninganexpressionofmutualviewpointorattitude).WhentheAmericansthoughttheyhadanunderstanding,theRussianssaiditwasaproceduralmatter,meaningtheyhadagreedtoaprocessforconductingthenegotiation.Differentculturalsystemscanproducedivergentnegotiatingstyles--stylesshapedbyeachnation’sculture,geography,history,andpoliticalsystem.Unlessyouseetheworldthroughtheother’seyes(nomatterhowsimilartheyappeartoyou),youmaynotbeseeingorhearingthesame.Noonecanusuallyavoidbringingalonghisorherownculturalassumptions,images,andprejudicesorotherattitudinalbaggageintoanynegotiatingsituation.Thewayonesucceedsincrossculturalnegotiationsisbyfullyunderstandingothers,usingthatunderstandingtoone’sownadvantagetorealizewhateachpartywantsfromthenegotiations,andtoturnthenegotiationsintoawin-winsituationforbothsides.Afewpotentialproblemsoftenencounteredduringacross-culturalnegotiationinclude(Frank,1992):
Insufficientunderstandingofdifferentwaysofthinking.
Insufficientattentiontothenecessitytosaveface.
Insufficientknowledgeofthehostcountry--includinghistory,culture,government,statusofbusiness,imageofforeigners.
Insufficientrecognitionofpoliticalorothercriteria.
Insufficientrecognitionofthedecision-makingprocess.
Insufficientunderstandingoftheroleofpersonalrelationsandpersonalities.
Insufficientallocationoftimefornegotiations.
Overtwo-thirdsofU.S.-Japanesenegotiationeffortsfaileventhoughbothsideswanttoreachasuccessfulbusinessagreement(TheU.S.DepartmentofCommerceisevenmorepessimistic;itestimatesthatforeverysuccessfulAmericannegotiationwiththeJapanese,therearetwenty-fivefailures.)Infact,thesenumbersholdtrueformostcross-culturalmeetings.Oftenbarrierstoasuccessfulagreementareofaculturalnatureratherthanofaneconomicalorlegalnature.Sinceeachsideperceivestheotherfromitsownethnocentricbackgroundandexperience,oftenneithersidefullycomprehendswhythenegotiationsfailed.Itispreciselythislackofknowledgeconcerningthecultureandthe“alien”and“unnatural”expectationsoftheothersidethathinderseffectivenegotiationwiththosefromanotherculture.
Incross-culturalnegotiations,manyoftherulestaughtanduseddomesticallymaynotapply--especiallywhentheymaynotbeculturallyacceptabletotheotherparty.FormostWesternnegotiatorsthisincludestheconceptsofgiveandtake,ofbargaining,andevenofcompromise.Thestereotypical,commonWesternidealofapersuasivecommunicator--highlyskilledindebate,abletoovercomeobjectionswithverbalflair,anenergeticextrovert--mayberegardedbymembersofotherculturesasunnecessarilyaggressive,superficial,insincere,evenvulgarandrepressive.TootherAmericans,thevaluedAmericantraitsofdirectnessandfranknessshowevidenceofgoodintentionsandpersonalconvictions.ToanAmericanitiscomplimentarytobecalledstraightforwardandaggressive.Thisisnotnecessarilyso,however,formembersofothercultures.Todescribeapersonas“aggressive”isaderogatorycharacterizationtoaBritishcitizen.TotheJapanese,thoseverysametraitsindicatelackofconfidenceinone’sconvictionsandinsincerity.Instead,termssuchasthoughtful,cooperative,considerate,andrespectfulinstillpositivesintheJapaneseandmanyAsiancultures.
Domestically,thestudyofnegotiationtendstoencompassbusinessrelationshipsbetweenparties,tactics,bargainingstrategies,contingencypositions,andsoon.However,inacross-culturalcontext,besidestheusualrulesofnegotiation,onehastobewaryoffinenuancesinrelationshipsandpracticesandhowtheyareperceivedandexecutedbymembersoftheotherculture.Thetwobusinessnegotiatorsareseparatedfromeachothernotonlybyphysicalfeatures,atotallydifferentlanguage,andbusinessetiquette,butalsobyadifferentwaytoperceivetheworld,todefinebusinessgoals,toexpressthinkingandfeeling,toshoworhidemotivationandinterests.Fromtheotherparty’sperspective,forexample,tosomeculturesAmericansmayappearaggressiveandrude,whiletoothers,thoseverysameAmericansappearcalmanduninterested.
1TheArtofNegotiations
Theword“negotiations”stemsfromtheRomanwordnegotiarimeaning“tocarryonbusiness”andisderivedfromtheLatinrootwordsneg(not)andotium(easeorleisure).ObviouslyitwasastruefortheancientRomansasitisformostbusinesspersonsoftodaythatnegotiationsandbusinessinvolveshardwork.Amoderndefinitionofnegotiationistwoormorepartieswithcommon(andconflicting)interestswhoenterintoaprocessofinteractionwiththegoalofreachinganagreement(preferablyofmutualbenefit).JohnKennethGalbraithsaid“Sexapart,negotiationisthemostcommonandproblematicinvolvementofonepersonwithanother,andthetw
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