chpater 4 Deal focus vs Relationship focus cultures.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Section 2,Comparing Business Cultures,Kluckhohn,&,Strodbeck,What is the character of human nature?,What is the relation of humankind to nature?,What is the orientation toward time?,What is the value placed on activity?,What is the relationship of people to each other?,Hofstede,Individualism versus collectivism,Masculinity versus femininity,Uncertainty avoidance,Power distance,Long-term versus short-term,Hall,context,time,space,1.The Cultural Dimensions Model,1.environment,2.action,3.power,4.time,5.individualism,6.structure,munication,8.space,culture,Kluckhohn,&,Strodbeck,Hofstede,Hall,2.Cultural Continua,Each dimension of culture consists of,one or more cultural continua.,fixed,fluid,Time:,polychronic,monochronic,long-term,short-term,single-focused,multi-focused,3.The Cultural Orientations Model,1.Environment,Contrl,/,Harmony/,Constraint,2.Action,Being/doing,3.Power,Hierachy,/,Equality,4.Time,Multifocus,/single focus,Fixed/fluid,Past/present/future,5.Individualism,individualistic/collectivist,6.Structure,Order/flexibility,7.Communication,High/low context,Direct/indirect,Expressive/instrumental,Formal/informal,8.Space,Private/publi,c,culture,The Great Divide,Deal focus,vs,Relationship focus cultures,(,action+communication,),Informal,vs,Formal cultures,(,power+communication,),Rigid-time(,monochronic,),vs,Fluid-time(,polychronic,)cultures,(time),Open,vs,Con,serv,ative,cultures,(,space+communication,),4.,The“,G,reat,D,ivide”,B,etween,B,usiness,C,ultures,A,round the,W,orld by Richard,Gesteland,Essay Question,Please apply the related theory to discuss your understanding of Chinese proverb,“human relationship is still kept even though business trade comes to an unsuccessful ending”.,And think what you can do for your first business trade with the Chinese in order to obtain a successful ending.,The proverb literally,means:although,the deal are not successful,we still need to keep the good business relationships.,China is of RF culture.The Chinese take relationship priority to deal itself.They think of relationship as the basis of deal.Good relationship plays an important role in successful trade.They always view relationship in a long term.,RF:relationship first-unwilling to contact foreigners-lower successful probability of first direct trade-lead to indirect trade-build up,relationship(Be,Introduced/Further Contact),RF:high-context-indirect communication:saving faces,Chapter 4,Deal,-,focus,ed Culture,VS.,Relationship,-,focus,ed,C,ulture,Learning Contents,4.1,Deal,-,focus,ed,and,Relationship,-,focus,ed,C,ultures,4.2“Relation First”or“Deal First”,4.3“Direct Communication”or“Indirect Communication”,Learning Objectives,Describe the traits of DF and RF,Understand the typical countries of DF and RF,Define the differences between DF and RF,Describe the ways to build up relationship,The Great Divide,DF people are fundamentally task-oriented,they focus on trade and business.,RF people are more people-oriented,they focus on thins involving persons.,Northern Europe,Most of the,world:,North America,Australia,Arab,Asia,L,atin,New Zealand,A,merica,4.1,Deal,-,focus,ed,and,Relationship,-,focus,ed,C,ultures,DF,RF,4.2 “Relation First”or“Deal First”(DF/RF PK 1),Case 1,开拓台湾市场,:,.,Case 2,在达卡做生意,Case 1,开拓台湾市场,:.,你是新加坡一家海船油漆制造商,辉煌油漆（,Glorious Paints,）公司的新任销售经理。这是一家由三个受过西方教育的年轻人带领的快速增长的公司。,去年，销售经理谭经理带领辉煌油漆公司达到了海外销售的最高峰，他们出售大量油漆到澳大利亚和新西兰。谭经理为实现这个目标，首先给一些潜在客户发送了信息，同时发出约见信，然后在办公室会见每一个感兴趣的公司。之后，谭经理选出资质最优的公司，与他们进行谈判，并达成分销协议。整个过程大致花去四个月，但销售量超出了预期数额。,有了那次成功经历，你被雇佣来开拓对其他太平洋周边市场的出口。经理召你到办公室讨论市场研究报告,台湾是一个很有前途的市场，需求量高，当地市场竞争小。因此，说服你去那里建立分销点，并采用与开辟澳大利亚和新西兰市场相同的方式。,在研究了大量的数据后，你拿到了许多台湾油漆生意的进口商、代理商、代表处和批发商的名字和合同信息。接下来，你散发一些传单和产品信息给这些单位，包括和他们约定讨论可能的代理事项。你期望会有五六家公司回复，像在澳大利亚和新西兰那样。,令人惊讶的是，六个星期过去了，竟然没有一家公司回复。在一次战略会议上，谭先生指出，台湾人不适应英文信件，于是你又发送了第二批邮件，这次使用中文。但是，又过了两个月，仍然没有期望的分销商回复你的信件。,谭先生为你在这个富有吸引力的市场没有进步感到不安。他召开了一下午的紧急会议，希望你能提出解决方案。当你坐在那里盯着茶杯时，你脑中萦绕的问题就像茶杯中的汤匙一样。“我做错了什么？这个战略对澳洲人很奏效。为什么对台湾人不行？我们现在该怎么办？”,Questions About Case 1,1.,为什么对台湾人不行？,2.,我们现在该怎么办？,Answer to Q1:because RF people are unwilling to do business with foreigners.,Answer to Q2:to build up business relationships before the real deal conduction.,案例,1,开拓台湾市场,:,关系的作用,4.2.1 The Importance of Relationship for Sellers Entering RF Market,It is helpful to building up relationship for sellers in both DF and RF markets,but there is an essential difference.,In RF market,you(the selling party)can conduct deals only if you are capable of recognize the right persons,or being introduced to recognize them.,It is vital to build up business relationships for seller in RF market,because RF people are unwilling to do business with foreigners.,Thinking Question,Is it also necessary to establish relationship for buyers before their real deals in RF culture?,For buyers,what is the significance of establishing relationship to the deal conduction in RF culture?,Refer to case 4.2,Case 2,在达卡做生意,1989,年，我们决定在一个快速增长的服装出口商,孟加拉国开办一个采购和质量控制办事处，作为驻新加坡负责南亚和东南亚的地区经理，这个任务就落到了我身上。,第一步是进行合法注册。这一步很复杂，因为在孟加拉建立一个办事处需要得到几个不同的政府部门和办事处的同意。,为了解决注册问题，我们拜访了几家当地律师事务所、会计事务所和咨询公司。他们都说，审批过程要花去一年的时间，各种费用的报价达一万美金，同时暗示我还有特殊费用，也就是向相关部门行贿。由于不愿意行贿，我们对达卡一家办事处的观点置之不理。,几个星期后我的一个香港客户打电话向我问候。“我在孟加拉的一个老朋友明天将住进你们办事处附近的伊丽莎白山医院，做一个大手术。这个可怜的家伙一直独自居住在新加坡。请你帮忙顺便拜访一下，代我问候他早日康复，可以吗？”,这位老朋友是个迷人、博学的绅士，他以前在孟加拉的两个不同政府部门做领导，目前是达卡的一名咨询师。那天，我们聊了很多话题，我也提到希望在他们国家发展长期供应商的事。手术后，我再次拜访他，并祝他早日康复。,两天后，前任部长来电话感谢我给予他的帮助。“你们公司的计划很显然有助于促进孟加拉的出口。如果你愿意，我将安排你的办事处在一个月内完成注册。你能否付我,900,美元，一张机票的价钱？”我立刻同意了，三星期后我们的达卡办事处成为一个法律实体（最快的联络），这是孟加拉历史上最快的一次注册。,他是怎么办成的？,Analysis on Case 2,他是怎么办成的？,前任部长熟悉所有相关的官员，所以他能够亲手从一个办事处向另一办事处递送我们的注册文件，聊聊天，喝喝茶，不耽搁文件的签字。并且也没有任何额外费用。,4.2.2 The Importance of Relationship to Buyers Entering RF Market,Building up business relationship is vital to buyers entering RF market.,4.2.2,How to Establish Relationship in RF Culture,Step 1:Be Introduced,By people:mutually familiar people,authorized person,By organization:authorized organization,government trade delegations,commercial associations,etc.,Step 2 Further Contact,Continued,Step 2:Further Contact,Job-related contact,visit,chatting,dining,golf,Personal contact,Case 3,在马来西亚获得赔偿,从,1997,秋季到,1998,年秋季，马来西亚的林吉特（马来西亚货币单位）兑美元下降了,70,。对马来西亚的进口商来说，急剧的贬值意味着以美元计量的商品和服务价格在一年内涨了三倍多。,林吉特的贬值给科曼奇通讯公司（,Rah,Tel,）造成了严重问题，它是吉隆坡一家大的通讯设备进口商和分销商。早在,1996,年，董事兼执行经理阿卜杜里,拉奇姆,兵,莫奇森曾就支付条款和美国的两家通讯设备出口商进行过成功的谈判。,到,1997,年,11,月，科曼奇通讯公司欠下格罗伯（,Grober,）公司（一家出口管理公司）大约,13,万美金，其数量相当于欠下金具（,King Tool,）的两倍，金具公司是一家设备和服务器的营销商。,拉奇姆先生通过一系列的传真、电子邮件和电话向其债权人解释他们的财政困难。他指出，采购所花的美元价值升了三倍，而当地的公司不愿付给他们超过当时谈判的按林吉特计算的价格。因此，拉奇姆请求延迟支付，盼望林吉特不久会恢复到以前的价格。,金具公司在,1997,年,12,月回复一封电子邮件，同意他们延迟,90,天付款，但是要求科曼奇通讯公司到那时付清所有欠款。格罗伯公司首先回复了几个电话和电子邮件。然后，其高层管理者分别于,1997,年,11,月和,1998,年,5,月先后参观了吉隆坡。在他们访问的几天内，科曼奇向格罗伯的美国银行电汇了其约定数额的,35,，占其债务总额的,70,。随后，拉奇姆在,1998,年,9,月支付了剩余的债务。至此，虽然耽搁了很长时间，但格罗伯的债务全部收回。,1998,年,12,月，由于金具公司未收到科曼奇通讯公司欠他的债务，因此，他们决定注销全部债款做为不良债务。,为什么马来西亚的分销商给格罗伯付款而不给金具公司,?,Analysis on Case 3,格罗伯的那两个到吉隆坡参观的管理者的重要性。“当你在关系导向型市场谈判中遇到重要或者复杂的事情时，你最好亲自去一趟，”,4.2.3.1 Cues to Establishing Relationship in RF Culture,Keep patience,Pay attention to the importance of face-to-face exchange,Second Class of Chapter4,The Great Divide,Review,DF,RF,中、日、韩、新、马、泰、印度、印尼、缅甸、泰国、菲,阿拉伯、埃及、土耳其、希腊、巴西、墨西哥,俄罗斯、波兰、罗马尼亚、斯洛伐克,法国、意大利、比利时、西班牙、匈牙利,英、德、丹麦、爱尔兰、挪威、瑞典、芬兰、荷兰,美、澳、加,4.2.4 Remark on DF/RF PK 1,DF:deal first-willing to contact foreigners-high successful probability of first direct trade,RF:relationship first-unwilling to contact foreigners-lower successful probability of first direct trade-lead to indirect trade-build up relationship,4.3“Direct Communication”or“Indirect Communication”(DF/RF PK 2),RF:high-context-indirect communication,DF:Low-context-direct communication,4.3.1 Conflicts of Direct/Indirect Communication,Case 4,：双语标识,Case 5 ,Case 4,双语标识,作为北美最大的棉质服装进口商，多伦多北方服装城决定进口中国男式衬衫。副主席彼得,马丁从美国的一个行业合同中了解到了常青服装厂，这是广州一家专门为美国市场供货的厂商。,经过深入细致地联系后，彼得,马丁飞到广州签下了,96 000,件衬衫的订单。和常青服装厂的人们的讨论顺利地进行着。彼得和常青的团队需要开一周的会议，就纤维结构、尺寸和色泽牢度、包装、运输、价格、支付条款和交易等许多细节达成协议。,被这些冗长的谈判搞得精疲力竭，彼得真的盼望快点举行签字仪式。然而，彼得考虑到常青还没有向欧洲或加拿大出口过服装，可能不熟悉加拿大的标签要求。因此他提出所有在加拿大销售的服装必须用法语和英语标识出纤维含量和洗涤说明。,这个要求引起了中方的关注，因为他们缺少法语专家，于是强烈希望只使用汉语和英语。王经理微笑着说，“马丁先生，我恐怕用法语和英语填供货标签会有困难，这个问题需要进一步研究。”,彼得,马丁反复强调：加拿大法律要求标签使用英法双语。“请理解我们在这点上没有选择，这是法律。”,与他的团队简短的讨论后，王先生又微笑着大声说，“先生，我们会认真考虑您的要求。虽然这会很难，但是，我们常青会尽力解决这个问题。”,终于解决了最后的细节问题，彼得签下了定购合同并向王先生和他的常青团队告别。,七个月后，彼得接到了北方服装城质量控制主任的电话，“马丁先生，我们这里出了问题。你知道从中国进口的,96 000,件衬衫吧？噢，他们是在标签上用了双语，但是，使用的是英语和汉语！”,彼得惊呆了，他认为常青已经同意了提供英法双语标签。你怎么向他们解释为什么运到的衬衫使用了错误的标签？,Conflict 1,Tactful verbal refusal,Direct verbal refusal,Roger Brown,marketing vice president for a Seattle-based lumber company,was making a sales presentation to a plywood wholesaler in Tokyo.Roger had just proposed what he considered to be a fair price for a large shipment to first-quality plywood.Much to his surprise,the three Japanese executives did not respond immediately but rather sat across the table with their hand folded and their eyes cast downward,saying nothing.Fifteen seconds passed,then thirty,and still no response.Finally,Roger became so angry that he said with a good deal of irritation in his voice,“would you like me to repeat the offer?”From that point onward,the talks were stopped,and Roger never did successfully negotiate a contract for plywood.,Question:,What is wrong with Roger and what advice would you give Roger for future negotiations?,Conflict 2,Nonverbal refusal,Verbal refusal,Situational Conversation,If you are invited to your friends home,your friend play music to you,“Do you like this kind of music?”,“no,not at all.It is noise for me”,Chinese thinks:you dont give faces to your friend.,American thinks:you are straightforward.,Conflict 3,Direct Communication=Call a spade a spade/honesty,Direct Communication=Childishness/destroy faces,The Importance of Faces,Faces:self-esteem,dignity,“,人要脸，树要皮”,The Meaning of Faces,“,脸”,“面”,Overviews on“,脸”,&“,面”,“,脸”,Generally denote the things related to ethics,Belong to oneself,not offered by others,The function of“,脸”,is to restrict oneself from the unethical behaviors.,To keep“,脸”,one should be honest,responsible and commit.,“,面”,Generally denote ones status and reputation,Given by others,based on ones own efforts,The function of“,面”,is to encourage oneself.,To be given“,面”,one should keep,“,脸”,in long term.,Traits of Faces,Relative trait.,Mutual trait.,Of background.,Employment of translators or interpreters in business to save faces,