现代商务礼仪：跨文化意识实例

译/陈樱 魏家海

现代商务礼仪：跨文化意识实例

译/陈樱 魏家海

Modern Business Etiquette:A Case for Cross-cultural Awareness

According to a recent survey ofcorporate executives， over 83 percent of small-to-mid-size business in the United States list overseas expansion as their top priority.

[2] The priority that businesses throughout the world place on global expansion highlights the need for crosscultural understanding at all levels.

Understanding other cultures enables people to demonstrate respect—the foundation of every good， lasting relationship. Plus， it can help avoid miscommunication， which can be both fi nancially and professionally damaging to individuals and organisations.

[3] While formal cross-cultural training is the best approach for businesses operating internationally or aspiring to do so in the future， here are some helpful tips for navigating global boundaries to avoid sending the wrong message in a variety of situations:

[4] Follow appropriate business card etiquette: The exchange of business cards is a moment of great signi fi cance and ceremony in many countries.Failing to follow proper protocol，for example not using both hands to give or receive in Japan and South Korea， has the potential to not only be embarrassing but insulting.

[5] Avoid giving alcohol as an of fi cial gift until you know the culture: In most Muslim countries it’s not acceptable while in some countries (like Argentina)it’s appreciated because of high tax on alcohol.

[6] Be formal when addressing someone: Use an honori fi c (such as Mr.，Ms.， Mrs.， or Dr.) with a person’s name when meeting for the fi rst time to show respect. Be observant for countries (like China) that use the surname fi rst.

[7] Dress appropriately: Different countries have different standards of formality when it comes to business attire.Dressing to those standards demonstrates an important level of respect and understanding that’s extremely critical to making a good fi rst impression.

[8] Watch your body language: Did you know that a simple act， like using one’s left hand instead of the right， is considered offensive in India? Avoid gestures like the “OK” signal， and crossing legs which show the bottom of your foot or shoe.

[9] Be all-inclusive in your greetings:When doing business around the world， make sure you shake hands with everyone you greet and greet everyone in the room. Failure to do so is considered a rejection of those you omitted， and will be noticed.

[10] Know your communication style:In the US and Germany， communication is formal， direct and at times blunt.In Japan and United Arab Emirates，communication styles are less direct and status oriented. Brazilians are informal.Don’t be surprised if you’re interrupted while speaking in a meeting or making a presentation. Be sure to gently word your feedback in order not to embarrass someone.

[11] While understanding and appreciating different cultures may seem like a nice-to-have soft skill set， the hard truth is that clearer communications，stronger relationships， and deepening trust have rewards that extend well beyond the bottom line. ■

最近一项对美国企业高管的调查显示，83%以上的美国中小企业把拓展海外业务列为首要任务。

[2]各国企业优先重视海外业务扩张，突显了对各个层面跨文化理解的需求。

理解其他文化，能让人们彰显尊重的态度，而这正是建立各种持久、良好关系的基石。此外，它可以有效地避免误解，以免有损个人和公司的经济效益和事业发展。

[3]鉴于正式的跨文化培训是企业跨国经营或追求在未来实现跨国经营的最佳方式，笔者在此提出一些有益的建议，旨在指导企业跨越国界障碍，避免在各种情况下传递错误讯息：

[4]遵循得体的商务名片礼仪：在许多国家，交换商务名片意义重大，是一种仪式。不遵循适当的礼仪，如在日本和韩国递接名片时不用双手，不仅可能引起尴尬，而且会被认为是侮辱性的举止。

[5]除非确认对方文化接受，否则不要轻易将酒类作为正式礼品：大多数穆斯林国家不接受酒类礼品，而有些国家（如阿根廷）由于酒类征税高而愿意接受。

[6]使用正式称呼：初次见面应在称呼时使用敬语以示尊重，如使用“先生”“小姐”“女士”“博士”等尊称。注意有些国家（如中国）姓氏在前。

[7]穿着得体：不同国家对于商务着装正式性的标准不尽相同。按照对方标准穿戴，不仅彰显对对方的高度尊重和理解，而且对自己树立良好的第一印象尤为关键。

[8]注意身体语言：你知道吗，一个简单的动作，如在印度用左手而非右手会被视为无礼？避免做OK的手势；避免双腿交叉，露出脚底或鞋底。

[9]逐一问候：进行跨国业务时，确保问候在场的每个人并与之握手，否则你会被认为是有意冷落你所遗漏的人，从而引起他人注意。

[10]了解沟通风格：在美国和德国，人们之间的沟通很正式、直率，有时甚至有些生硬。在日本和阿联酋，人们的相互沟通没有那么直截了当，往往注重身份地位。而巴西人则较为随意。如果你在会议上发言或陈述时，被别人打断，不必感到意外，一定要礼貌地给出反馈，以免提问者尴尬。

[11]理解和欣赏不同文化似乎是一个值得拥有的软技能，而通过更为顺畅的人际沟通、日益融洽的关系、不断增加的信任取得远超预期的回报，才是硬道理。 □

（译者单位:华中师范大学外语学院）