作者：刘永强
出版社：清华大学出版社
格式: AZW3, DOCX, EPUB, MOBI, PDF, TXT
跨文化商务沟通的范式研究：实践的理论精要试读：
About the author
Dr. Yongqiang LIU Associate Professor in Human Resource Management at Nanjing University of Finance and Economics, First Chinese Director of Confucius Institute for Business at the State University of New York（2011—2013）. Since 1989, the author had taught Business English in Nanjing Agriculture University. During 1992—1993, the author had worked as an English interpreter and a licensed customs clearer with a Sino-US joint venture company, and a foreign sales clerk with a light industrial products import and export company. During 1993—2003, the author had worked as an assistant professor teaching Business English reading and writing to seniors of Business English undergraduates from School of Foreign Language and Communication, Cambridge Business Certificate（intermediate and advanced level）to undergraduates of International Trade from School of Economics & Management, and College English to students of other schools from Nanjing University of Technology. Concurrently, since 2001 up to 2009, the author had been appointed as a guest professor to lecture on MBA English and business communication at MBA Education Center, Nanjing University. Since 2004 up to 2009, the author has been appointed as a guest professor to teach International MBAs in English a course on A Comparative Management Study from Sino-US Language and Culture Perspective. During 2004—2006, the author had been appointed as a guest professor to teach MBAs business communication at School of Economics and Management, Nanjing University of Science and Technology. In 2006, the author was invited to lecture in English on Business Culture and Strategy by Scotland High Education Authority to students under Sino-British high education program at Nanjing University. Since 2006 up to now, the author has been working with Nanjing University of Finance & Economics teaching undergraduates Advertising Management and Advertising Media Research, teaching MBA Human Resource Management. In fall semester 2008, the author, as a visiting professor, taught Global Marketing Management to Masters of International Marketing at Saint Joseph's University, US.The author made presentations on the Chinese Management and Culture to faculty and students from University of Missouri, Saint Louis and Saint Joseph's University in the 2008.
The author was granted with BA in English language and literature by Yangzhou University in1989. During 2003—2006, the author had undertaken a full-time Ph.D. Program in Management, and was granted with Ph.D.degrees by Nanjing University in June, 2006. The author was granted with Second Place of Scholarship by The Ryoichi Sasakawa Young Leaders Fellowship Fund（SYLFF）Program in 2005, Second Place of XU Jilian Scholarship granted by Nanjing University in 2004, and Second Place of Award on Teaching granted by Nanjing University of Finance and Economics in 2007. Second Place of Award on Academic Research granted by Nanjing University of Finance and Economics. Third Price of 7th Awards on Outstanding Academic Research Achievement on Philosophies and Social Sciences of Jiangsu Universities in 2010. The author had been sponsored by National Natural Science Foundation of China for “An Empirical Study on Performance of Managing Institutions of Enterprises in Work-Family Borderless Context”（71572072）in 2015.
Preface 1
Today's global citizens operate business and management endeavors on a global scale. Globalization generates an increasing demand for effective communication in diverse cultural contexts and challenges the relevance of culture in operating businesses in the global village. Communication differences are apparent in many scenarios. Expatriates of international organizations operating abroad adopt their native cultural values to motivate employees of foreign cultures with an entirely different perspective. They use one culture's motives to move people from other cultures. In global marketing communication, the communicators use values systems of their native culture to develop advertising for other cultures. They use categorizations of one culture to describe others. Such divergence in attitudes, perspectives and priorities of suppliers, and customers with different cultural backgrounds have led to many project failures in international organizations. An in-depth understanding of cultural backgrounds and the potential impact on communication of the people one is interacting with can increase the probability of business success among investors, managers, entrepreneurs and employees operating in diverse cultures. However, effective cross cultural business communication needs to recognize and adopt an interdisciplinary perspective in understanding the cultural forces（Leung, K. et al., 2005）. Therefore, we need a multidisciplinary paradigm to carry on effective and successful business communication in our contemporary global village.
I am pleased to read the book manuscript by Dr. Yongqiang LIU, my former Ph.D. student, who has undertaken more than twenty years of practice, teaching and research on cross cultural business communication. Drawing from his range of experiences, he integrates his insights on business and corporate strategy, language and culture, legal regulations, marketing and advertising, and negotiation into a comprehensive paradigm for cross cultural business communication. Building on the basic theories of business communication, his discussion on the critical relations between business strategy and culture, relations between language and culture, marketing and advertising communication across culture, and cross cultural negotiation greatly extends our understanding of the linkages. His well-defined framework on the complexities of business communication will be of value from academic and practical perspectives. The framework successfully bridges the gap between business functional areas, culture, language and strategies with an overarching paradigm to integrate multiple disciplines into a systematic framework. Moreover, his in-depth discussion on effectively linking cultural values with the application of language to carry out business functions from diverse cultural perspectives should be of value to both first-time and experienced cross cultural communicators.
The interdisciplinary approach of this book is unique and captures the complexity of the interrelationships between communication elements. I believe that readers will appreciate the usefulness of such an integrated view of business communication to effectively link relevant disciplines in an overall paradigm, which helps them to surpass business strategies, culture, and language barriers in global communication. The framework enlarges our understanding and describes the reality of today's business challenges. This book is a good choice for academic researchers to discover instructive insights, and it is also a worthwhile guide for practitioners who seek cross cultural advice for operating business on a global scale. The paradigm offers essential links between meaning and action that will define the relationship between business partners. Having read this book, I am sure the initial cultural shock in business partnerships may turn to cultural convergence and mutual understanding among global business partners.Shuming ZHAO, Ph.D.Professor and DeanSchool of BusinessNanjing UniversityPeople's Republic of China
Note: Kwok Leung, Rabi S Bhagat, Nancy R Buchan, Miriam Erez, Cristina B Gibson. Culture and international business: recent advances and their implications for future research. Journal of International Business Studies. Washington: Jul, 2005. Vol. 36, Iss. 4; pp. 357-378.
Preface 2
It is a universally recognized truth that “culture matters, ” in business and communication. The great challenge to both scholars and practitioners is to understand more precisely the role that culture plays in business transactions. Yongquiang Liu, a promising younger scholar from Nanjing University of Finance and Economics, has written an excellent volume that seeks to map the complex inter-relationship between culture, communication, and business. Liu offers both a conceptual framework for understanding these relationships, as well as a more focused and applied examination of marketing, advertising, and business negotiation.
Liu brings outstanding credentials to this important undertaking. He holds a Ph.D. from Nanjing University's School of Business, one of the most important centers for business education in China, as well as extensive teaching experience at many universities, in China and the U.S. Not only has he taught global marketing and other business courses, but he also has worked as an English interpreter in business settings and taught business communication. Indeed, he is uniquely qualified to write this important book.
Despite extensive communication challenges and obstacles, China has successfully entered the global marketplace in recent decades. That success, of course, has largely been based on low labor costs. As those labor costs rise, it will be more critical to strengthen cross-cultural communication so China's role in global commerce can continue to flourish. Liu's book makes a significant contribution in this regard and I recommend it to you.Joel Glassman, Ph.D. ProfessorProvost,University of Missouri-St. LouisSt. Louis, Missouri, U.S.A.
Preface 3
Like their Chinese contemporaries Americans are global citizens.The American experience is important, but it's far from the whole story because today we truly do live in a global village. Globalization is an ideological framework as well as a driving force to develop new theories that help to explain business activities. Consumers are far more knowledgeable now about what is going on in other countries and markets; we are digital natives who live in a virtual world where all cultures are exposed to each other inreal time.
Crosscultural communication, either in academic fields or in international business practice, needs to offer new solutions to maintain the crucial balance between global standardization and local customization of products and marketing communications. To achieve this goal we need to reconcile our own native cultural perspective and the diverse values of consumers in other cultures.Very often, we are tempted simply to apply our own mindset as we strive to understand the needs and demands of consumers whose cultural zeitgeist is in fact radically different. We force others to fit a mold of our own creation - sometimes with disastrous results.
When one reviews articles on cross cultural communication in business fields, it is a bit disappointing to find that so many academic papers focus on either cultural studies or merely offer a superficial discussion on the application of language to certain business activities. Dr. Yongqiang Liu's new book attempts to bridge this gap. Dr. Liu draws on his rich teaching and research as well as his practical experience in the import-export business to offer a new approach. His treatment of the complex relationship between language and culture provides a valuable perspective for those involved in such fields as cross-cultural marketing, advertising and negotiation. Global citizens will find it a useful guide to navigate this new world.Michael Solomon, Ph.D.Professor of Marketing and Director, Center for Consumer ResearchErivan K. Haub School of BusinessSaint Joseph's University, U.S.A.
Acknowledgements
I am indebted to many individuals for the successful completion of this book. On a personal note, this book would not have been possible without the unconditional love and support of my wife, Guiyun CHEN, and my daughter, Yu LIU. Both stood by me-without complaint-though more than one year when I labored on this book. In the first half of year 2008, I labored to write this book and they stood by me in China. Later, when I had been working in Philadelphia, they were fighting alone for my daughter's senior school entrance examination in China. While I was laboring in New York updating the draft, both of they worked very hard to prepare for my daughter's national entrance examination. They support me with all their love through overcoming hardship alone during my absence from home. Most importantly, I extend my heartfelt thanks to Professor Shuming ZHAO, my Ph.D. Supervisor who lead me to a new horizon in my academic and personal life, for providing me with opportunity to study at University of Missouri at St. Louise.
I would like to thank Ms. Jing ZHOU, who had first chosen me as the author of this multidisciplinary book in Chinese version, and who recommended the draft to the editor, Zhaohui CHEN for publication of the English version. Without their wisdom on the outline of the book, I will probe in the dark for a long time.
A very special word of my appreciation goes to Christine Kaczmar-Russo, the late Director of Master of Science in International Marketing Program（MIM）of Saint Joseph's University, who either helped to find literature in deep need or provided all kinds of supports so that my life of teaching and academic research as a visiting professor at Saint Joseph's University is far more comfortable and easy than expected. I would like to thank my MIM students at Saint Josh's University for their comment on the manuscripts and their cooperation with me so that our teaching and research of Global Marketing Management drew a perfect close.
I would also like to extend my thanks to my International MBA students at Nanjing University for their inspiring comments and encouraging ideas on a cross cultural study on management from Sino-US language and culture perspective, which outlines the fundamental elements of this book.Dr. Yongqiang LIUFirst Draft in Philadelphia, U.S.A. 2008.Updated in Manhattan, New York, U.S.A. 2011.Updated and Finalizedat the foot of Purple Golden Mountain,Nanjing, China, 2014.
Introduction
Global e-economy has driven business activities into multi-cultural context. Inevitably, business communication faces with a challenge, i.e., how to understand culture, which offers a thinking framework for developing communicating strategies. There follows another challenge, i.e. the effective use of language as a communication tool to decode and encode messages sent or received from other culture background. Yet, language is much more than just a communication tool. It is a thinking instrument as well as a communication tool. Moreover, business communication activities are initiated to realize business strategic intentions of global business game players and are constrained with legal regulations from home and host countries, international laws and international agreements. Therefore, business communication researches require an overarching framework to organically link together all such elements as business strategies, culture, language, and well-defined international business functional areas. The subject of this book is of multidisciplinary nature and focuses on multidisciplinary linkage within an overarching paradigm for business communication purposes in diverse culture context.
The first part defines an overarching paradigm and framework for cross cultural business communication. The paradigm is one of the academic contributions of this book to the study of communication, which serves as a logical framework for the whole book. The paradigm defined is by far a breakthrough in the studies on business communication. It integrates organically business functional activities with such contextual elements as business and corporate strategies of organizations, national culture and organizational culture, relations between strategies and cultures, language and its relations to culture, and legal environmental requests. All these contextual elements are further linked with international business functional areas defined as marketing, advertising and negotiation. Seven chapters in this part contribute to the definition of a paradigm for cross cultural business communication, business strategies, cultures, organizational cultures, language and culture, language strategies, message coding models, and message coding strategies and formats respectively.
The second part contributes to cross cultural marketing and advertising communication. The two chapters in this part start with business and corporate strategies, marketing strategies, legal requirements, culture implications and language applications to coding messages to carry out marketing and advertising campaigns from the global perspective. The first chapter in this part is supposed to carry out an effective cross cultural communication strategy to realize the marketing mix in foreign countries and develop coding skills in writing effective marketing plans. The second chapter deals with cross cultural advertising theories, message coding and decoding skills to develop an effective advertising plan to realize the marketing strategies.
The third part studies how business and corporate strategies, culture and language are related to international business negotiation. The only chapter in this part deals with cross cultural negotiations including language strategies, message coding strategies for negotiation and the international business contract.
Each chapter addresses a frontier topic on cross cultural business communication and can serve as a further research subject for future researchers. Each discipline involved is furthered through introducing the latest academic achievements. The insights on the gap between each discipline in terms of business communication offer new directions and research fields to academic researchers. Moreover, the message encoding and decoding strategies are addressed in actual practice context of different business functional areas. These strategies go beyond the results of academic researches of the author in a two-decade period. They are the essence of the author's experience as the first Chinese Director of Confucius Institute for Business at the State University of New York, Assistant Professor in English at Nanjing University of Technology, Associate Professor in Human Resource Management at Nanjing University of Finance and Economics, A Guest Professor in Global Marketing Concepts to Masters of International Marketing（MIM）in fall of 2008 at Saint Joseph's University, US., Guest Professor in Business Communication to MBAs at Nanjing University and Nanjing University of Science and Technology in addition to an English interpreter, a licensed customers clearer and a foreign sales clerk in a joint venture corporation, and an import and export corporation. In this sense, practitioners will benefit most from adopting communication strategies developed in the book in their communication practice because these strategies are applicable, feasible, and tactful. They are drawn from practice of the author and perfected with academic insights developed in the long period of teaching and research in business communication, language and linguistic study, management, global marketing and advertising, business strategies and cultures, and human resource management.
This book is designed for researchers, students and practitioners in the fields of business communication in global context. It is an academic guide for business English undergraduates to further their theoretical researches, for business graduates to carry further on with their studies on English for international business purposes. Moreover, business researchers and practitioners can find relevant guides for proper use of language to carry out their business strategies in different culture and legal context. Most parts of the book display theoretical and practical breakthroughs in cross cultural business communication. The in-depth discussion relating to each discipline involved offers a framework of practical and academic insights on effective cross cultural business communication rather than superficially mentioning relevant business terms and jargons.
The interdisciplinary approach of this book is unique and attractive. Readers can obtain an integrated view of all aspects of disciplines properly and effectively linked with each other within such an overall paradigm, which they cannot obtain from any other book currently in print.
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