跨文化商业交流中的价值文化冲突

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1、跨文化商务交流中的价值文化冲突芭比、宜家案例分析CulturalValueConflictsinInterculturalBusinessCommunication:CasesandAnalysesofBarbieandIKEAClassificationofCulture：SpiritCulture,SystemCulture,ConductCulture（SpiritCulturemainlycontainssomedeepculturalphenomenonsuchasvaluesandwayofthinking)ValueCulturelimitsin

2、ter-communication—globlizedinternationalbusinessandtrade—maximizetheprofitsbyeffectiveinter-communicationPrefaceBarbieintheMiddleEastBarbieinJapanIKEAinGermanyIKEAintheUSDirectoryProposalReviewalargenumberofclassicbusinesscasesFocusonthoserelatedtocross-culturalcommunicationSelectca

3、sesthathappeninthesamecompanytocompareandexplainthetypicalculturalvalueconflictininter-culturalbusinesscommunicationFindoutculturalvalueconflictthatincludesseveralconflicts:collectivismorindividualism,masculinityorfemininity,lowuncertaintyavoidanceandhighuncertaintyavoidanceProposal

4、casestatementconflictreasonsconclusionMETHODS:contentanalysispolicyandarchivalresearchBarbieintheMiddleEastCase1.美丽性感、时尚华丽的芭比娃娃在中东地区受到指责，人们认为她带坏了孩子而将其强行取下货架。而芙拉娃娃的设计者赋予了它本土价值观却能大行其道。两个娃娃之间其实进行的是一场没有硝烟的文化大战，让我们看个究竟......BarbieDoll1959年MattelToappealtocustomerswithdifferentculturalba

5、ckgroundindifferentcountries,changesaremade.TotallydiverseculturevaluesmakeBarbieintroubleInIranFullaDoll"MuslimValues"123Case1.InSaudiArabiaCase1.InUS—AfricanAmericans—blackBarbieAsianAmericansHispanicAmericansInCentralandEasternEurope—“FriendshipBarbie”—reflectthemorebasiclifestyl

6、eofchildreninthisareaInIndia—foreheadspot,sariCase1.InIran,thegovernmentcondemnedtheforeveryoungandchildern-by-choiceBarbie(andherlong-timeboyfriendKen.Noplansformarriage,ever.)asathreattotraditionalculture.Barbiedoesn'tdefineherselfinrelationtochildrenorfamiliesasIranianwomensuppos

7、edlydo.在伊朗，政府指责芭比是对传统文化的威胁因为她永远年轻、选择不要孩子、和固定男友阿肯从来没有婚姻打算。芭比不像伊朗的妇女那样，与孩子和家庭联系在一起。Then,theIranianMinistryofEducationmarketedthetwindollsSaraandDaraasthenatinaldolls.UnliketheBarbieDoll,SaraandhertwinbrotherDaraareonamissiontohelpothers,andwhentheyneedrises,theyconsulttheirparetnsforg

8、uidance.That'sthesp