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1、Chapter 6Business Etiquette and Social Customs,Introductory Case,首先请大家观看一个短片,Case Analysis,这是电影气喘吁吁中的一个片段，葛优扮演的李强饰演一位中国商人，接待美国商人Frank。从中我们可以看到中美商业礼仪上的一些文化差异：1.商务宴请：对中国人而言，商务聚餐是他们生意场上及其重要的一部分，用餐讲究排场，席间非常好客，会不断地劝酒。对美国人来说，商务聚餐也很重要，但美国人并不那么看重吃饭，用餐期间可以讨论任何商务话题，对于饮酒则遵循自愿的原则。2.建立关系：中国人认为只有双方建立良好的私人关系，才能为生意
2、打好牢固的基础，所以“做生意前先交朋友”。而美国人却并不看重私人关系，认为生意和关系是两码事。,3.馈赠送礼：中国人会送给生意伙伴比较贵重的礼物，以表示自己的热情和诚意，以期建立朋友关系。美国人对待送礼则有严格的法律约束，在送礼和收礼方面会非常谨慎，通常为小礼物。4.迷信禁忌：中国商人对于数字“6,8,9”等的喜爱和对于“4”的忌讳在片中表露清晰。当然美国人对数字“13”也有特定的禁忌。下面一个案例同样也表现了文化差异对于社会礼仪习俗的影响：,一位美国商人在中国逗留期间受到一位中国同行热情周到的照顾。回国时向中国同行保证：“等到了美国，就来我家，管吃管住。”不久这位中国人经历了十几个小时的长途
3、旅行来到美国看望这位美国人。可是这位美国朋友给他的接风招待只是一盘烤鸡块和一杯橘汁。这位远道而来的中国人无论如何没有想到，美国人如此实在，不讲客套。美国人在北京时，他可是在全聚德给他接的风。这位中国商人在美国人家中做客两天，第二天，美国朋友不太高兴的对他说：“我儿子跟我抱怨，说你在楼上走路声音太大，洗澡水用的太多。希望你走路轻点，洗澡快点。”简单的“接风”和如此“谈话”着实让这位中国商人对美国的礼仪习俗在文化上大为“休克”。,Definition of Etiquette,Etiquette includes manners and behavior considered socially a
4、cceptable by people of the culture.The etiquette of business is the set of written and unwritten rules of conduct that make social interactions run more smoothly.Etiquette is dependent on culture;what is excellent etiquette in one society may shock another.,Etiquette can vary widely between differen
5、t cultures and nations.In China,a person who takes the last item of food from a common plate or bowl without first offering it to others at the table may be seen as a glutton and insulting the generosity of the host.In America a guest is expected to eat all of the food given to them,as a compliment
6、to the quality of the cooking.,In such rigid hierarchal cultures as Korea and Japan,alcohol helps to break down the strict social barrier between classes.It is traditional for host and guest to take turns filling each others cups and encouraging each other to gulp it down.For someone who does not co
7、nsume alcohol(except for religious reasons),it can be difficult escaping the ritual of the social drink.,Definition of Customs,Customs are behaviors generally expected in specific situations;they are established,socially acceptable ways of behaving in given circumstances.Customs vary not only by cou
8、ntry but also by region or location within a country.While it is impossible to identify all customs of a particular culture,certain customs are important for conducting business interculturally.Examples of U.S.customs include eating turkey on Thanksgiving,starting presentations with a joke,and greet
9、ing people with“Hi!”.,Outline,IntroductionGreetinghandshakingExchanging biz cardsPosition and statusSmall talkDining practiceTippingGift-giving,BriberyHumorSuperstitionsTaboos Tips for doing biz in ChinaTips for doing biz with foreigners,Introductions,In the U.S.first names are used almost immediate
10、ly;Titles(Mr.Jones)are used infrequently.In Britain,people who have been knighted are addressed as Sir with the first name only(Sir George).In Germany,use titles;When introducing the Chinese,the surname comes first and the given name last.,Rules to obey:Man to womanYoung to oldLess important to impo
11、rtantAfter being introduced,you should:Stand up&SmileShake hands/bow/embrace Repeat namesSay greeting and farewell,Introductions are accompanied by a handshake,an embrace,or a bow depending upon the culture.Bowing is the traditional way of greeting in Northeast Asian countries like Korea and Japan.W
12、hereas embracing is considered inappropriate as a form of greeting in the United States and China,in other countries it is customary.In Latin America,a hearty embrace is common among women and men alike,and man may follow it with a friendly slap on the back.,Greeting,U.S.persons are informal in thei
13、r greetings,often saying“Hi”to complete strangers.U.S.greeting behavior is ritualistic;upon arriving at work,one person says:“Good morning,how are you?”to which the other person responds:“Fine,thank you,and how are you?”,Making greetings,We have a special way of greeting our elders in the Philippine
14、s by taking their hand and kind of kissing it like this.And its called mano.In Brazil when you greet a friend you give them a big hug and sometimes you give them a kiss on the cheek and in some places you give two kisses and in some places three kisses.,Bowing is a very polite gesture in Japan,but I
15、 often shock people when I stick my hands out to shake their hands because its not very common.When you greet somebody in Senegal you shake hands for a long time or you can hug too,and ask about him,and his family,and his friends,and it takes a while.,Handshaking,U.S.AsiansBritishFrenchGermansLatin
16、AmericansMiddle Easterners,FirmGentle(except for Koreans with a firm handshake)SoftLight and quick;repeated upon arrival and departureFirm;repeated upon arrival and departureModerate grasp;repeated frequentlyGentle;repeated frequently,Business Cards,In Japan,present a business card with both hands;i
17、n Arabic countries,use the right hand only.Treat the business card with respect;place the card before you on the desk or conference table to properly refer to title,rank,and name.Print a translation of all identifying information on the back of the card in the language of the country you will visit.
18、,Include your name and full title.Titles carry greater significance in other cultures than in the U.S.Include your companys address and telephone numbers;include foreign headquarters,as appropriate.Include your fax number and e-mail address.Avoid colored type and paper.Choose white with black ink fo
19、r both sides.If in doubt,be conservative.,Exchanging biz cards,Position and Status,In the U.S.limited respect is shown for rank and authority;U.S.is not considered a nation of classes,but classes exist.Distinctions are made by how much money you have and where the money came from;(Drug dealers may h
20、ave a lot of money,but no style or class);distinctions are made by whether the money is inherited vs.earned money.,Status is associated with educational level and a persons occupation.Surveys show that medical doctors and college professors have high status in the U.S.India has a caste system determ
21、ined at birth.Interaction between castes is limited.Gender is related to position and status.Women are considered as equal to men in the U.S.In other cultures(the Middle East),women are not considered equal.,Age and hierarchy are important in such countries as China.Age takes precedence over rank,bu
22、t rank is important.The higher the rank of the person you are introduced to,the lower you bow.The person of lower rank bows first and lowest.You are also expected to sit and to go through the door in rank order.,Small Talk(Chitchat),Chitchat is important in getting to know someone.Chitchat often inc
23、ludes comments about the weather,the physical surroundings,the days news,or almost anything of a nonsubstantive nature.People of the U.S.,Canada,Australia,Great Britain,and France excel at small talk.Chitchat in Saudi Arabia would not include the family;in Mexico and Latin America,on the other hand,
24、chitchat does include discussions about the health of family members.,Small talk seems to pose problems for people of some cultures.Germans simply do not believe in it.Swedes,usually fluent in English,have little to say in addition to brief talks about their jobs.The Japanese are frightened by the i
25、dea of small talk as are people of Finland,who buy books on the art of small talk.When engaging in chitchat with someone of another culture,the best advice is probably to follow the other persons lead.If they talk about their family,then you would talk about yours.If they initiate political discussi
26、ons,you would join in the discourse.,Dining Practices,Good table manners are always a sign of breeding and education.Table manners reveal much about a person;those who are insecure,disorganized,greedy,insensitive,or ill at ease will reveal these qualities in their dining behavior.In the U.S.,the mai
27、n meal is in the evening;in Mexico,the main meal is from 2 to 4 p.m.In the U.S.,salads are served first;in Italy and France,salads are served after the main course.In the U.S.,informal meals have 2 or 3 courses.In Latin American countries,even informal meals usually have numerous courses.,U.S.eating
28、 style is called“zigzag”:Cutting meat with the knife held in the right hand and fork in the left,then placing the knife on the plate,shifting fork to the right hand,and eating.Continental(European)style:Placing the fork in the left hand and the knife in the right,then using the knife to push food on
29、to the back of the fork and moving the food into the mouth,with fork tines down.,Asians use chopsticks,especially for eating rice,but may use a spoon for some foods.Tahitian(塔希提人)food is eaten with the fingers;in the Middle East eat with your fingers if the host does,but use the right hand only.When
30、 eating something strange looking in another culture,never ask what it is;cut it in small pieces and swallow quickly;pretend it looks like chicken.,Tipping,People communicate nonverbally by their tipping practices.Those who are basically stingy and those who are basically generous will reveal these
31、traits by their tipping behavior.“Insult tipping”(leaving a few coins)shows a lack of breeding and is inappropriate regardless of how poor the service was.Although a tip of 15%of the bill used to be considered generous in fine restaurants,20%is now closer to the norm when the service is excellent.,T
32、raveling in the U.S.involves numerous tipping situations including cab drivers and service personnel who may carry your luggage.Tipping in a nontipping culture can offend the people of that culture.In Japan,tipping is frowned upon;the Japanese consider carrying your luggage a gesture of hospitality.
33、In many places(Europe)a service charge is added to your restaurant/hotel bill;you need not leave an additional tip.,Gift Giving,Each country has its seasons and occasions for giving gifts.Gift giving in some cultures is an art and is an integral part of building intercultural professional/social rel
34、ationships.U.S.business gifts are modest in price;the rule because of tax regulations is to limit the price to$25.Good international U.S.gift choices include U.S.Indian art or jewelry,videotapes of U.S.movies,U.S.made sports equipment,or food that is uniquely U.S.,such as candy or nuts.Gifts in the
35、U.S.are opened in front of the giver,admired,and thanks are expressed orally and in writing.,Gift-giving is very much a part of conducting business in countries as Japan.Companies give gifts to their customers as an expression of appreciation for past and future business.Wrapping of the gift and pre
36、sentation are important.The color of wrapping should be consistent with the occasion.Japanese do not open a gift in front of the giver;dont open your gift in their presence.Favorite gifts for the Japanese are imported liquor,designer-made products(Gucci,Tiffany),also musical tapes and CDs.,Global Gi
37、ft-Giving Guidelines,Avoid giving a clock as a gift in China;it is considered a symbol of bad luck.Avoid gifts of perfume or wine to the French;those are their specialties.Do not give gifts of cowhide to people in India;the cow is sacred.Avoid gifts of liquor or wine in Islamic cultures;alcohol is i
38、llegal.In Islamic countries avoid admiring personal possessions;you will probably find yourself the recipient of the object you have admired.,In Korea business gifts are usually given at the beginning of formal negotiations.In Germany business gifts are seldom exchanged at the beginning of negotiati
39、ons but may be given at their conclusion.In Latin American countries,present gifts only at the conclusion of negotiations.Avoid gifts of a handkerchief or knife in Latin America.The knife is interpreted as a wish to sever a relationship;the handkerchief is associated with tears.,Bribery,Bribery is t
40、he giving or promising of something,often money,to influence another persons actions.While bribery is not officially sanctioned in any country,it is unofficially a part of business in many cultures and is considered neither unethical nor immoral in many countries.Example:In Nigeria one must pay cust
41、oms agents to leave the airport,while in Thailand and Indonesia getting a drivers license involves giving a tip to an agent.,The U.S.has the most restrictive laws against bribery in the world.Companies found guilty of paying bribes to foreign officials can be fined up to$1 million,and guilty employe
42、es may be fined up to$10,000.Many U.S.competitors,including Italian,German,and Japanese firms,not only use bribery in international transactions but may deduct the amount of the bribe on their taxes as a necessary business expense.,As business becomes more globalized,different perceptions exist rega
43、rding the appropriateness of certain incentives.What is perceived as bribery is culturally relative just as a persons conscience can become“culturally conditioned.”What is considered a tip(to ensure promptness)in one culture is considered illegal in another.Professional go-betweens are sometimes hir
44、ed to assure that the proper persons are tipped to avoid delays in approvals and delivery.,Humor in Business,Using humorous anecdotes is a way of breaking the ice and establishing a relaxed atmosphere prior to getting down to business.In the U.S.,presentations are often started with a joke or cartoo
45、n related to the topic.Most European countries also use humor during business meetings.Asian humor finds little merit in jokes about sex,religion,or minorities;they take what is said quite literally and do not understand American humor.,Germans,too,find humor out of place during business meetings.Br
46、itish and Egyptian humor is self-deprecating but visitors may not join in.Perhaps jokes should be avoided around persons of diverse cultures;American humor is hard to export and appreciate.Although the intention of humor is to put your international colleagues at ease,the risk of offending someone o
47、f another culture,or of telling a story that no one understands,is great.In short,we do not all laugh at the same thing.,Superstitions,Superstitions are beliefs that are inconsistent with the known laws of science or what a society considers true and rational.Examples:a belief that special charms,om
48、ens,or rituals have supernatural powersSuperstitions,which are treated rather casually in Europe and North America,are taken quite seriously in other cultures.In parts of Asia,fortune telling and palmistry are considered influential in the lives and business dealings of the people.,In many cultures,
49、bad luck and even death are associated with certain numbers.People of the U.S.think that 13 is an unlucky number.Most American hotels do not have a 13th floor,and even a hotel room number ending in 13 may be refused.Friday the 13th is perceived as an unlucky day;many U.S.persons will not schedule im
50、portant events,such as weddings or major surgery,on this day.,The Chinese,who also believe that good or bad luck is associated with certain numbers,feel that 4 is the most negative number,because it sounds like the word for death.Hotels in China,Hong Kong,and Taiwan often have no 4th floor.Some Asia
