商务谈判中的中西文化价值差异及对策3.docx
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商务谈判中的中西文化价值差异及对策3.docx
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商务谈判中的中西文化价值差异及对策3
Introduction
Withthefurtherdevelopmentofeconomicglobalizationandintegration,increasedbusinessactivitiesatvariouslevelsamongmembersofdifferentculturesarebecominganinevitablepatternofhumaninteraction.Whileinterculturalcommunicationtakesplaceatorganizationalandinterpersonallevelsinvarioussocialandorganizationalsettings,interpersonalandinter-groupconflictsasaresultofculturaldifferencesareubiquitous.Duringthisprocess,culturaldifferencesintermsofvalues,stereotypes,worldviews,andsoonexertgreatinfluenceonhowbusinesspersonsofdifferentculturesdealwithnegotiationsandhowtheyperceiveandmanagetheconflicts.SinceChina’sentryintotheWTO,moreandmoreAmericancompaniesandprojectshavebeenflourishinginChina,andlikewise,ChineseoverseasenterpriseshavebeenrushingtojointheAmericanmarket.Theincreasedbusinessgivesrisetomorecommunicationacrossthetwoextremelydifferentcultures,especiallyinthefieldofbusinessnegotiation.However,onecommonproblemthatfacesmostAmericanandChinesenegotiatorsisthegapbetweendifferentapproachestoconflictsresolution.Thisalwaysleadstoincompatiblecommunicationbehaviors,misunderstandings,oreventhebreakdownofnegotiations.
Theknowledgeofhowculturalvaluesaffectconflictresolutionstyleswillhelpnegotiatorsbetterunderstandhowmembersofdifferentculturalbackgroundscancommunicateeffectivelywitheachotherandresolveconflictsconstructively.Thiscangreatlyimprovetheabilityofnegotiatorstoforeseethepossiblepitfallsofinterculturalbusinessnegotiations.Toinvestigatetheinteractionbetweenculture,communication,andconflictstylesininterculturalbusinessnegotiations,thisthesisexaminestheunderlyingrelationshipbetweenconflictstylesandculturalvaluesinSino-USbusinessnegotiations.BasedonJeanneM.Brett’s(2000)CulturalDimensionModelaswellasThomas-Kilmann’s(1974)ConflictModel,thisstudyendeavorstoprovideaninsightfulculturalperspectiveofconflictstylesadoptedbyAmericanandChinesenegotiators.ThefiveconflictresolutionstylesinThomas-Kilmann’s(1974)ConflictModelwillbedirectlyused:
competing,collaborating,compromising,avoidingandaccommodating.EachstyleintheConflictModelisacombinationofhighandlowdegreesofassertivenessandcooperativeness.Forexample,accommodationisaconflictresolutionstylethatreflectsacombinationofalowdegreeoftheassertivenessandahighdegreeofthecooperativeness,whilecompetingstyleisaconflictresolutionstylethatreflectsacombinationofahighdegreeofassertivenessandalowdegreeofcooperativeness.ThisstudycomparesChineseandAmericannegotiatingbehaviorbyanalyzingthesecombinationsofhighandlowdegreeoftheassertivenessandhighandlowdegreeofthecooperativeness.ThepreferredstylesofChinesenegotiatorsarehypothesizedtobeavoidingandaccommodatingasafunctionofcollectivism,hierarchyandhigh-contextculture,whereasthepreferredstylesofAmericannegotiatorsarehypothesizedtobecompetingandcompromisingasafunctionofindividualism,egalitarianismandlow-contextculture.Casestudiesarecarriedouttoserveasasupplementarytooltosupportthemainideas.Inthisway,thisstudywillverifythetwohypothesesabouttheconflictresolvingpreferencesofAmericanandChinesenegotiatorsandindicatehowthenegotiatorsoftwoculturesadoptthestylesintheactualbusinesssituation,whichattitudeshouldbechose.
I.CultureDifferenceandConflict
1.CultureandCultureValues
Intheinternationalcommercialnegotiating,theseactorsarepersons,andthemoreimportantpartistheirculturebackground,whichimpactpersonsquietlyandstrongly.Thenwhatistheculture?
Althoughthedefinitionofculturehasevolvedfromthe1900stothe2000s,commoncharacteristicsofculturedonotchange.EdwardB.Tylor(1871:
1),the“father”ofculturalanthropology,definescultureasthe“complexwhole”inhisPrimitiveCulture:
“CultureorCivilization,takeninitswideethnographicsense,isthatcomplexwholewhichincludesknowledge,belief,art,morals,law,custom,andanyothercapabilitiesandhabitsacquiredbymanasamemberofsociety.”[6]Root(1987:
238),aspecialistininternationalbusinessstrategy,definescultureas“auniquelifestyle”inhisEntryStrategiesforInternationalMarkets:
“Culturemaybedefinedastheuniquelifestyleofagivenhumansociety:
Adistinctivewayofthinking,perceiving,feeling,believing,andbehavingthatispassedonfromonegenerationtoanother.”[17]Lee(1995:
4),inSpectrumofChineseCulture,describescultureasinvolvingmany“parts,”rangingfrompoliticalinstitutionstophilosophyandlifevalues:
“Cultureisaninstitutionoflifeandisapatternofactivitiesdevelopedfromthebasicproblemsofenvironment.Socialorganization,politicalinstitutions,economicactivities,law,art,science,religion,philosophyandlifevaluesareallpartsofaculture.”[10]HarrisandMoran(Harris.P.R.andMoran.R.T.,1996)provideawidelyciteddefinitionofculturebasedontheircomprehensivereviewofalargenumberofconceptualizationsofculture[4]:
Cultureconsistsofpatterns,explicitandimplicit,ofandforbehavioracquiredandtransmittedbysymbols,constitutingthedistinctiveachievementofhumangroups,includingtheirembodimentsinartifacts;theessentialcoreofcultureconsistsoftraditional(i.e.,historicallyderivedandselected)ideasandespeciallytheirattachedvalues;culturesystemsmay,ontheonehand,beconsideredasproductsofaction,ontheotherasconditioningelementsoffutureaction.
Althoughthereisnoagreementonthedefinitionofculture,anthropologistsgenerallyagreeonthreecommoncharacteristics:
(a)Cultureisnotinnatebutlearned;(b)thevariousfacetsofcultureareinterrelated—ifyoutouchacultureinoneplace,everythingelseisaffected;and(c)cultureissharedand,ineffect,definestheboundariesofdifferentgroups.Fromthepreviousdefinitionsofculture,wecanfindthatcultureisacquiredknowledgesharedbyagroupofpeopletointerpretwhatisgood,right,desirableandgeneratebehavior.Sowehavethefollowinginferences:
Firstly,culturecaninfluencepeople’ssocialbehavior.Andbusinessnegotiationisakindofcommunicationwhichisatypicalsocialbehaviorinfluencedbypeople’sabstractideasincultureincludingvalue,attitudesandperceptions.Forexample,peoplefromcollectivismculturearemoregroup-orientedincommunicationwhilepeoplefromindividualismculturearemoreself-oriented.
Secondly,cultureisnotinstinctiveorbiologicallybased.Itisacquiredbylearningandexperience.Thisindicatesthatononehand,peoplefromonesocietyshareoneuniqueculturedifferentfromothersocietiesandthecultureispassedonfromonegenerationtoanotherwithinthesociety;ontheotherhand,sincewehavemasteredourownculturethroughtheprocessoflearning,itispossible(maybequitedifficult)thatculturecanalsobelearned,ormoreprecisely,borrowedfromothercultureswiththeincreasedopportunitiesforcommunicationsbetweendifferentculturalgroups.
Inshortdifferentcountryanddifferentsocietyproducedifferentculture.Cultureincludesthestandtovalueeverything.Sopeople’sculturevalueisvariedunderthedifferentculture.
2.CultureConflict
2.1DefinitionofCultureConflict
Theterm“conflict”coversdifferentsituationsfromoneculturetoanother.PruittandRubindefineitasa“perceiveddivergenceofinterestorabeliefthattheparties’currentaspirationscannotbeachievedsimultaneously.”Thisdefinitionislabeledasanysituationinwhichoneactorisperceivedasbeingunabletoreachhisorhergoalsbecauseofanother.(PruittandRubin,citedinPatKChew,1998:
124)[14]TheChineseunderstandingofconflictconveysahighlevelofantagonismandthusisalreadyquitefarfromasituationinwhichthereisonlya“perceiveddivergence.”Themostcommonacceptationis“fighting”or“struggling.”Itisanencounterbetweencontraryelementsthatstronglyopposeeachother.
AccordingtoBaiYuan(2002:
4)inInternationalBusinessNegotiationTheoryandCaseSimulation,thedefinitionofconflictinthecontextofbusinessnegotiationconsistsofthreepoints.“First,partiesinconflictsareinterdependent,whichmeansthereisarelationshipbetweenthepartiesdevelopedbyinterrelatedinterestsandconcerns.Therewouldbenoconflictifthepartieswerenotinterrelatedandhadnothingtodowitheachother.Second,bothdifferentandcommoninterestscoexist,becauseiftherewereonlycontradictionsandnocommoninterests,negotiationswouldbegroundlessandhopeless.Third,partiesinaconflictwillnaturallyfightfortheirowninterestsandmakeeveryefforttogainmorefromtheotherside;asaresultitwouldblockeachother’sabilitytosatisfytheirinterests.”[20]
TheresearchinthisthesisismostlybasedontheWesterndefinitionofconflict.Thebasicunderlyingmeaningofconflictinbusinessnegotiationsisthataconflictisadispute,disagreementorargumentbetweentwoormoreinterdependentpartieswhohavedifferentandcommoninterests.
2.2CultureConflictStyles
AccordingtoBrett(2000),“whenpeopleseethemselvesasinterdependenceandinconflict,theynaturallynegotiatetotrytodealwiththeconflict.”Peoplewithnegativeperceptionofconflictsoftenviewconflictas“adistributiveorawin-loseformofnegotiation.”(Brett2000,citedinKathleenKellyReardon,2002:
4)[7]Thisgivestheimpressionthatonceconflicthasbegun,thenegotiationisinjeopardyforatleastone
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- 商务 谈判 中的 中西文化 价值 差异 对策