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1、Managing Across Cultures跨文化管理chapter five第五章第五章McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies,Inc.All Rights Reserved.5-2Chapter Objectives本章目标本章目标The specific objectives of this chapter are:本章的具体目标是：1.EXAMINE the strategic dispositions that characterize responses to different culture
2、s.考察全球化和民族性响应对国际战略管理的影响2.DISCUSS cross-cultural differences and similarities.讨论文化间的差异性和相似性3.REVIEW cultural differences in select countries and regions,and note some of the important strategic guidelines for doing business in each.回顾一些特定国家和地区的文化差异，并注意在每个国家做生意时的一些重要的战略指导方针。5-3Strategic Predisposition
3、s战略倾向战略倾向Four distinct predispositions toward doingthings in a particular way:以特定方式行事的四种不同倾向：1.Ethnocentric 母国中心倾向2.Polycentric 多元中心倾向3.Regio-centric 地区中心倾向4.Geocentric 全球中心倾向5-4Strategic Predispositions战略倾向战略倾向Ethnocentric predisposition 母国中心倾向A nationalistic philosophy of management whereby the va
4、lues and interests of the parent company guide strategic decisions.一种以母国的价值观和兴趣来指导战略决策的国家主义的管理哲学。5-55-6Strategic Predispositions战略倾向战略倾向Regio-centric predisposition 地区中心倾向地区中心倾向A philosophy of management whereby the firm tries to blend its own interests with those of its subsidiaries on a regional b
5、asis.一种将企业自身兴趣与子公司的兴趣在地区基础上整合起来的管理哲学。5-7Strategic Predispositions战略倾向战略倾向Geocentric predisposition 全球中心倾向A philosophy of management whereby the company tries to integrate a global systems approach to decision making.一种试图整合一个全球体系来进行决策的管理哲学。5-8Orientation of an MNC跨国公司的战略倾向跨国公司的战略倾向5-95-10Globalizatio
6、n vs.National Responsiveness全球化全球化VS.VS.民族性响应民族性响应Advertising(for example)以广告为例：French 法国人Avoid reasoning or logic 避免理性和逻辑性Advertising predominantly emotional,dramatic,symbolic 广告大多都是感情丰富、富于戏剧性和象征性的Spots viewed as cultural events art for sake of money and reviewed as if they were literatures or film
7、s 现场广告被看做是文化活动为了钱的艺术，而且像电影或戏剧一样进行回顾British 英国人Value laughter above all else 最注重幽默Typical broad,self-deprecating British commercial amuses by mocking both advertiser and consumer 典型的英国报纸或自唱反调的商业片都以嘲弄广告商和顾客来取乐Germans 德国人Want factual and rational advertising 需要真实的、理性的广告Typical German spot features stan
8、dard family of 2 parents,two children,and grandmother 典型的德国现场广告迎合有双亲、两个孩子和祖母的普通家庭 5-11Globalization vs.National Responsiveness全球化全球化VS.VS.民族性响应民族性响应How to add value to marketing:如何使营销增值：Tailor advertising message to particular culture 定制适应特定文化的广告Stay abreast of local market conditions;dont assume al
9、l markets basically same 了解当地的市场情况;避免假设所有市场基本相同Know strengths and weaknesses of MNC subsidiaries;provide them assistance in addressing local demands 了解子公司的优势和劣势，从而提供必要的帮助以适应当地的需求Give subsidiary more autonomy;let it respond to changes in local demand 给予子公司更多的自主权以使它能够更好的对当地需求的变化做出反应5-125-13Cultural Va
10、riations文化变量文化变量5-145-15Cross-Cultural Differences and Similarities跨文化的差异性和相似性跨文化的差异性和相似性Differences across cultures 跨文化的差异性Far more differences than similarities found in cross-cultural research 研究中发现跨文化的差异性比相似性要多得多Wages,compensation,pay equity,maternity leave 工资，报酬，薪酬公平，产假Importance of criteria us
11、ed in evaluation of employees 在员工评估中确定评估标准的重要性5-16Cultural Clusters文化群体文化群体5-175-18Cultural Differences in SelectedCountries and Regions特定国家和地区的文化差异特定国家和地区的文化差异Doing Business in China在中国做生意：在中国做生意：1.The Chinese place values and principles above money and expediency.中国人把价值和原则置于金钱和权益之上。2.Business meet
12、ings typically start with pleasantries such as tea and general conversation about the guests trip to the country,local accommodations,and family.商业会议一般以茶和对客人的行程、当地的住宿和家庭等的一般介绍开始。3.The Chinese host will give the appropriate indication for when a meeting is to begin and when the meeting is over.会议开始或结
13、束时，中国主人会给出恰当的暗示。4.Once the Chinese decide who and what is best,they tend to stick with these decisions.Although slow in formulating a plan of action,once they get started,they make fairly good progress.一旦中国人断定谁或什么是最好的，他们就会倾向于坚持这些决定。他们在形成行动计划上可能比较缓慢，但一旦开始启动就能取得长足的进展。5-19Cultural Differences in Select
14、edCountries and Regions:China特定国家和地区的文化差异：中国特定国家和地区的文化差异：中国5.In negotiations,reciprocity is important.If the Chinese give concessions,they expect some in return.在谈判中，互动性很重要。如果中国人做出一些让步，那他们也希望对方给出一些回报。6.Because negotiating can involve a loss of face,it is common to find Chinese carrying out the whole
15、 process through intermediaries.由于谈判过程中会包括一些丢面子的事，所以发现中国人通过中间人进行整个谈判过程是很正常的。7.During negotiations,it is important not to show excessive emotion of any kind.Anger or frustration is viewed as antisocial and unseemly.在谈判期间不要表示出任何一种过分的感情是很重要的。例如，气愤或沮丧被看做是不擅社交和不合礼仪的表现。8.Negotiations should be viewed with
16、 a long-term perspective.Those who will do best are the ones who realize they are investing in a long-term relationship.应该以长期的观点来看待谈判。那些做得最好的人是意识到他们在进行长期关系投资的人。5-20Cultural Differences in SelectedCountries and Regions特定国家和地区的文化差异特定国家和地区的文化差异 Doing Business in Russia 在俄罗斯做生意：在俄罗斯做生意：1.Build personal
17、relationships with partners.When there are contract disputes,there is little protection for the aggrieved party because of the time and effort needed to legally enforce the agreement.与合作伙伴建立起良好的个人关系。当发生合同纠纷时，受害方往往很难得到保护，因为法律强制合同生效所费的时间和精力都很多。2.Use local consultants.Because the rules of business have
18、 changed so much in recent years,it pays to have a local Russian consultant working with the company.利用当地的咨询顾问。由于近几年俄罗斯的商业规则变化很多，所以找一个俄罗斯本地的咨询顾问为公司工作是值得的。3.Ethical behavior in the United States is not always the same as in Russia.For example,it is traditional in Russia to give gifts to those with wh
19、om one wants to transact business.伦理道德行为在美国和俄罗斯不尽相同。例如，在俄罗斯送礼物给希望进行商业合作的人是一种传统。（在美国这通常被认为是行贿）4.Be patient.In order to get something done in Russia,it often takes months of waiting.要有耐心。在俄罗斯要想做成什么事，常常要花几个月的时间等待。5-21Cultural Differences in SelectedCountries and Regions:Russia特定国家和地区的文化差异：俄罗斯特定国家和地区的文化
20、差异：俄罗斯5.Russians like exclusive arrangements and often negotiate with just one firm at a time.俄罗斯人喜欢唯一的安排，常常仅跟一家公司协商谈判。6.Russians like to do business face-to-face.So when they receive letters or faxes,they often put them on their desk but do not respond to them.俄罗斯人喜欢面对面做生意。所以当他们收到信函或传真时，常常把它们放到桌上而不
21、去理会。7.Keep financial information personal.Russians wait until they know their partner well enough to feel comfortable before sharing financial data.财务信息保密。俄罗斯人要等到他们对合作伙伴已了解得非常清楚并感到满意时才肯分享财务数据。8.Research the company.In dealing effectively with Russian partners,it is helpful to get information about t
22、his company,its management hierarchy,and how it typically does business.研究公司。要与俄罗斯合伙人有效地做生意，获得关于整个公司、管理层以及公司如何运转的信息至关重要。5-22Cultural Differences in SelectedCountries and Regions:Russia特定国家和地区的文化差异：俄罗斯特定国家和地区的文化差异：俄罗斯 9.Stress mutual gain.The Western idea of“winwin”in negotiations also works well in
23、Russia.强调互利。西方关于双赢的观点在俄罗斯同样奏效。10.Clarify terminology.The language of business is just getting transplanted in Russia so double-check and make sure that the other party clearly understands the proposal,knows what is expected and when,and is agreeable to the deal.澄清术语。商业术语在俄罗斯仅仅被简单地按字面意思翻译。因此，重复检查十分重要
24、，要确保另一方清楚地理解各种建议，清楚地知道期望得到什么以及什么时候得到，并对协议表示赞同。11.Be careful about compromising or settling things too quickly because this is often seen as a sign of weakness.要避免轻易让步或太快确立事物，因为这通常被看作软弱的标志。12.Russians view contracts as binding only if they continue to be mutually beneficial,so continually show them t
25、he benefits associated with sticking to the deal.俄罗斯人只有在他们继续进行互利行为时才把协议看做是有束缚力的，所以要不断地表明他们的利益与遵守协议密切相关。5-235-24Cultural Differences in SelectedCountries and Regions:India特定国家和地区的文化差异：印度特定国家和地区的文化差异：印度5.Beckoning is done with the palm turned down;pointing often is done with the chin.招呼人时手掌朝下，指向别人通常用下
26、巴。6.When eating or accepting things,use the right hand because the left is considered to be unclean.吃饭或接受物件时用右手，因为左手被认为不干净。7.The namaste gesture can be used to greet people;it also is used to convey other messages,including a signal that one has had enough food.合十礼可用来迎接客人，也可用来传达其他信息，包括某人已经吃饱了的信号。8.B
27、argaining for goods and services is common;this contrasts with Western traditions,where bargaining might be considered rude or abrasive.对商品或服务讨价还价十分常见，这与西方的传统不同，在西方讨价还价被认为是粗鲁没礼貌的。5-25Cultural Differences in SelectedCountries and Regions特定国家和地区的文化差异特定国家和地区的文化差异Doing business in France在法国做生意在法国做生意：1.W
28、hen shaking hands with a French person,use a quick shake with some pressure in the grip.当与法国人握手时，必须有力地迅速摇一下。2.It is extremely important to be on time for meetings and social occasions.Being“fashionably late”is frowned on.准时参加各种会议或到达社交场合十分重要，法国人很讨厌“流行的迟到”。3.During a meal,it is acceptable to engage in
29、 pleasant conversation,but personal questions and the subject of money are never brought up.用餐时，愉快的交谈是可以接受的，但私人问题和有关钱的话题千万不要涉及。4.Visiting businesspeople should try very hard to be cultured and sophisticated.要到法国做生意的人必须想方设法显得有文化和老练。5-26Cultural Differences in SelectedCountries and Regions:France特定国家和
30、地区的文化差异：法国特定国家和地区的文化差异：法国5.The French tend to be suspicious of early friendliness in the discussion and dislike first names,taking off jackets,or disclosure of personal or family details.法国人对讨论中过早表现出的亲切友好表示怀疑，并且不喜欢称呼姓、脱掉夹克或者揭露个人和家庭的隐私。6.In negotiations the French try to find out what all of the othe
31、r sides aims and demands are at the beginning,but they reveal their own hand only late in the negotiations.在谈判中，法国人试图一开始就去了解另一方的意图和需求，但直到谈判后期才表露他们自己的目的和要求。7.The French do not like being rushed into making a decision,and they rarely make important decisions inside the meeting.法国人不喜欢急于做出决策，他们很少在会议上做出重
32、要决策。8.The French tend to be very precise and logical in their approach to things,and will often not make concessions in negotiations unless their logic has been defeated.法国人对待事情的方式倾向于精确和富于逻辑性，并且除非逻辑性有问题，否则他们在谈判中通常不会做出让步。5-275-28Cultural Differences in SelectedCountries and Regions:Arab Countries特定国家
33、和地区的文化差异：阿拉伯国家4.Connections are extremely important in conducting business 在处理业务时，关系非常重要。5.Patience is critical to the success of business transactions.This time consideration should be built into all negotiations.耐心对商业贸易的成功至关重要，时间考虑应该包括在所有谈判中6.Important decisions usually are made in person,not by c
34、orrespondence or telephone.This is why an MNCs personal presence often is a prerequisite for success in the Arab world.Additionally,while there may be many people who provide input on the final decision,the ultimate power rests with the person at the top,and this individual will rely heavily on personal impressions,trust,and rapport.重要的决定都是当面做出的，而不是通过电话或信件，这就是在阿拉伯国家有代表 是跨国公司获得成功的先决条件之一的原因。另外，尽管有许多人都对最后决定做出了自身的贡献，但最终决定权只属于最高层的人，他会十分依赖于他个人的印象、信任和关系。5-29Review and Discuss复习和讨论复习和讨论