| The 21st century global marketplace offers many | | | | rules that govern the behavior and we are able to |
| opportunities for international business expansion. The | | | | communicate without giving much thought to these |
| global market means that many companies now have | | | | rules. If we communicate with people from different |
| officers, affiliates, supplies, staff and customers in a | | | | cultural backgrounds according to our own cultural |
| wide range of countries and cultures, thus it is | | | | rules, we always encounter a variety of |
| unavoidable for business people to communicate with | | | | misunderstandings. This is a phenomenon caused by |
| people from different cultures. However, the | | | | cultural conflict which is becoming universal and |
| differences in language, food, dress, attitude toward | | | | unavoidable. Actually, cultural conflict is very common |
| time, work habit, social behavior from different | | | | in multinational companies. |
| culture can cause many of our business to be | | | | Company H is a large company and its products are |
| frustrating or even unsuccessful. | | | | among the best of the same line in China. They have |
| Culture is the deposit of knowledge, experience, | | | | already extended their business into several regions |
| beliefs, rules, actions, attitudes, meetings, hierarchies, | | | | overseas; however, the Middle East remains blank, as |
| religion, nations of time, roles spatial relation, concepts | | | | they have no experience in doing business with |
| of the universe, and artifacts acquired by a group of | | | | Arabs. |
| people in the course of generations through individual | | | | So the problems come as they do not pay enough |
| and group striving. Culture and communications are | | | | attention and also misunderstanding comes also. This |
| linked: communication makes culture a continuous | | | | also cause the big lose for their business and also set |
| process, for once cultural habits, principles, valves | | | | some difficulties for the international business |
| attitudes and the like and formulated. | | | | development for them. This example told us we |
| People always believe that their culture is the only | | | | should pay attention to promote the cross-cultural |
| true culture. They will discriminate people whose | | | | business communication and get enough preparation |
| cultural norms are different from their own values | | | | before take international business negotiation to solve |
| and behaviors. When we communicate with members | | | | the cultural and continental differences of different |
| of our own culture, we have internalized the cultural | | | | people with different nations. |