基本内容

本书构建有效的跨文化商务沟通理论模型，讨论企业商务战略、宏观社会文化、组织文化在构建企业沟通战略中的作用与影响，研究语言与文化在信息编码与解码过程中的作用，以及沟通中的有效语言策略和模糊语言策略。同时，本书结合理论模型，提出了有效的跨文化营销沟通战略、广告沟通战略和谈判沟通战略，并提供了提高沟通效率与效果的技能和方法。

Today’sglobalcitizensoperatebusinessandmanagementendeavorsonaglobalscale.Globalizationgeneratesanincreasingdemandforeffectivecommunicationindiverseculturalcontextsandchallengestherelevanceofcultureinoperatingbusinessesintheglobalvillage.Communicationdifferencesareapparentinmanyscenarios.Expatriatesofinternationalorganizationsoperatingabroadadopttheirnativeculturalvaluestomotivateemployeesofforeigncultureswithanentirelydifferentperspective.Theyuseoneculture’smotivestomovepeoplefromothercultures.Inglobalmarketingcommunication,thecommunicatorsusevaluessystemsoftheirnativeculturetodevelopadvertisingforothercultures.Theyusecategorizationsofoneculturetodescribeothers.Suchdivergenceinattitudes,perspectivesandprioritiesofsuppliers,andcustomerswithdifferentculturalbackgroundshaveledtomanyprojectfailuresininternationalorganizations.Anin-depthunderstandingofculturalbackgroundsandthepotentialimpactoncommunicationofthepeopleoneisinteractingwithcanincreasetheprobabilityofbusinesssuccessamonginvestors,managers,entrepreneursandemployeesoperatingindiversecultures.However,effectivecrossculturalbusinesscommunicationneedstorecognizeandadoptaninterdisciplinaryperspectiveinunderstandingtheculturalforces(Leung,K.etal.,2005).Therefore,weneedamultidisciplinaryparadigmtocarryoneffectiveandsuccessfulbusinesscommunicationinourcontemporaryglobalvillage.

IampleasedtoreadthebookmanuscriptbyDr.YongqiangLIU,myformerPh.D.student,whohasundertakenmorethantwentyyearsofpractice,teachingandresearchoncrossculturalbusinesscommunication.Drawingfromhisrangeofexperiences,heintegrateshisinsightsonbusinessandcorporatestrategy,languageandculture,legalregulations,marketingandadvertising,andnegotiationintoacomprehensiveparadigmforcrossculturalbusinesscommunication.Buildingonthebasictheoriesofbusinesscommunication,hisdiscussiononthecriticalrelationsbetweenbusinessstrategyandculture,relationsbetweenlanguageandculture,marketingandadvertisingcommunicationacrossculture,andcrossculturalnegotiationgreatlyextendsourunderstandingofthelinkages.Hiswell-definedframeworkonthecomplexitiesofbusinesscommunicationwillbeofvaluefromacademicandpracticalperspectives.Theframeworksuccessfullybridgesthegapbetweenbusinessfunctionalareas,culture,languageandstrategieswithanoverarchingparadigmtointegratemultipledisciplinesintoasystematicframework.Moreover,hisin-depthdiscussiononeffectivelylinkingculturalvalueswiththeapplicationoflanguagetocarryoutbusinessfunctionsfromdiverseculturalperspectivesshouldbeofvaluetobothfirst-timeandexperiencedcrossculturalcommunicators.

Theinterdisciplinaryapproachofthisbookisuniqueandcapturesthecomplexityoftheinterrelationshipsbetweencommunicationelements.Ibelievethatreaderswillappreciatetheusefulnessofsuchanintegratedviewofbusinesscommunicationtoeffectivelylinkrelevantdisciplinesinanoverallparadigm,whichhelpsthemtosurpassbusinessstrategies,culture,andlanguagebarriersinglobalcommunication.Theframeworkenlargesourunderstandinganddescribestherealityoftoday’sbusinesschallenges.Thisbookisagoodchoiceforacademicresearcherstodiscoverinstructiveinsights,anditisalsoaworthwhileguideforpractitionerswhoseekcrossculturaladviceforoperatingbusinessonaglobalscale.Theparadigmoffersessentiallinksbetweenmeaningandactionthatwilldefinetherelationshipbetweenbusinesspartners.Havingreadthisbook,Iamsuretheinitialculturalshockinbusinesspartnershipsmayturntoculturalconvergenceandmutualunderstandingamongglobalbusinesspartners.

ShumingZHAO,Ph.D.

ProfessorandDean

SchoolofBusiness

NanjingUniversity

People’sRepublicofChina

Chapter1DefiningaParadigmforBusinessCommunicationacrossCultures1

1.1 DefinitionofCommunication.2

1.1.1 DefinitionbyTraditionalChineseCulture.2

1.1.2 DefinitionsbyModernWesternScholars.3

1.2 PurposesandPrinciplesofCommunication.5

1.2.1 PurposesofCommunication.5

1.2.2 PrinciplesofCommunication.6

1.3 ElementsofCommunication8

1.3.1 Communicators:Sender-Receivers8