《跨文化交际基础》分为六章：跨文化沟通概念导入；有影响的跨文化沟通理论回顾；跨文化国际商务；跨文化国际谈判；跨文化国际营销；跨文化案例研究方法。
《跨文化交际基础》的内容涵盖了当今国际跨文化沟通的观点和动态。它可以让读者了解在全球背景下跨文化商务活动的进展状况；并帮助读者做好准备，迎接新环境下跨文化国际商务研究和实践的新挑战。另外，每个章节后都附有丰富、多样的配套练习。
Chapter 1 Culture and Intercultural Communication
1.Lead-in
2.Main Text
2.1 Culture
2.2 Intercultural Communication
3.Exercises
4.References
Chapter 2 Theories and Research on Intercultural Communication
1.Lead-in
2.Main Text
2.1 Edward T.Hall's Value Orientations
2.2 Kluckhohn's and Strodtbeck's Value Orientations
2.3 Geert Hofstede's National Value Dimensions
2.4 Fons Trompenaars's Value Dimensions
2.5 Triandis's Cultural Dimensions
2.6 Shalom H.Schwartz's Universal Value Orientations
3.Exercises
4.References
Chapter 3 Intercultural Business Communication
1.Lead-in
1.1 Examples of Company Failure Due to Cultural Mistakes
1.2 Examples of Cultural Differences in Business
2.Main Text
2.1 Intercultural Business Communication
2.2 The Impact of Culture on an International Business
2.3 The Importance of Cultural Sensitivity in Business Dealings
2.4 Culture & Subculture in Business
2.5 How to Overcome Intercultural Communication Barriers in Business
3.Exercises
4.References
Chapter 4 Intercultural Business Negotiation
1.Lead-in
2.Main Text
2.1 Intercultural Negotiation
2.2 Negotiations of Different Cultural Styles
3.Exercises
4.References
Chapter 5 Intercultural Marketing
1.Lead-in
2.Main Text
2.1 Defining Intercultural Marketing
2.2 Key Issues in Intercultural Marketing
2.3 Cultural Impacts on International Marketing
2.4 Managing Intercultural Marketing
3.Exercises
4.References
Chapter 6 The Application of a Case Study Methodology
1.Lead-in
2.Main Text
2.1 Research Methodology for Intercultural Communication
2.2 What Is a Case Study
2.3 How to Use Case Studies
3.Exercises
4.References
《跨文化交际基础》：
2.1 Intercultural Business Communication
DEFINING INTERNATIONAL BUSINESS
International Business is only about selling your goods and services globally or is there more to it than this? Intemational business is a term used to illustrate all commercial transactions that cross a national boundary at private, public or government level. It can be categorised into four sectors-foreign trade, trade in services, portfolio investments and direct investments.
Foreign trade includes importing and exporting tangible goods such as physical products; trade in services is about providing intangible services such as insurance etc. Portfolio
investments are financial investments that only consider exchanging monetary value and nothing else, whereas direct investment involves taking control in invested firms. Thus, when you are trading internationally you have to think beyond just importing and exporting goods and services as there are many other aspects that are involved in making your business successful.
A key to being successful in business internationally is to understand the role of culture in international business. Whatever sector you are operating in, cultural differences will have a direct impact on your profitability. Improving your level of knowledge ofintemational cultural difference in business can aid in building intemational competencies as well as enabling you to gain a competitive advantage. However, on the one hand where it is important to be aware of cultural differences of different cuntries, on the other, it is also hard to be aware of every single aspect of each country's organisational culture.
Appreciating the cultural differences and making a conscious effort to adapt to the ways of a country is necessary for any flourishing business. Even seemingly unimportant practices in some countries, might assume a great deal of significance in others. For instance, in some countries, taking too much interest in the personal affairs of the subordinates may be considered rude; whereas, in a few Asian countries, it is expected, and the employees might disapprove if the employer maintains a strictly formal relationship. Of course, one cannot hope to master the minutia of cultural differences, but can hope that a sincere apology will go a long way in smoothing the bumps along the path to cultural orientation.
There are three key issues in inter-cultural business communication. First, culture affects consumer behavior, by defining acceptable purchasing and product-use behavior for consumers and business. Secondly, culture affects the effectiveness of advertising. Advertising, for instance, is strongly influenced by language, which is one of the key elements of culture. Thirdly, business commurucation influences culture, contributing to cultural borrowing and change.
INTERNA TIONAL BUSINESS ETIQUETTE
Business etiquette is about building relationships with other people. Etiquette is not about rules & regulations but is about providing basic social comfort and creating an environment where others feel comfortable and secure, which is possible through better communication. Business etiquette consists of two things. Firstly, thoughtful consideration of the interests and feelings of others and secondly, being able to minimise misunderstandings.'These a:re influenced by individual behaviour & demeanour. Business etiquette instructs this behaviour.
. Business etiquette differs from region to region and from country to country. This creates a complex situation for people as it is hard to balance the focus on both intemational business etiquette and other business activities at the same time. Business etiquette instructs on you how to present yourself professionally in different cultures. The keys for making a good impression are dressing appropriately, your body language, presenting your business cards, gifi. giving, conducting meetings and many other important elements. Therefore, a wise step is to focus on some key pillars of business etiquette. Here are some key business etiquette tips that mean real success to business:
"Thank You " Note: If you want to differentiate yourself from others then never forget to write a "Thank You" note to your job interviewer or your client. This will leave a good impression and also reflect well on your company.
Know the Names: Give others respect by knowing their names which will increase goodwill an.d communication. It is also worth management stepping back and acknowledging people individually for their good work as this will enhance their self esteem and increase motivation.
Observe the "Elevator Rule ": Be mindful of saying appropriate things at a job interview or client meeting. Don't start discussing business with a client or interviewer as soon as you step out of the lift. By doing so, you avoid the risk of damaging your reputation.
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