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1、THEFACTORSAFFECTINGCROSS-CULTURALBUSINESSCOMMUNICATIONBusinessisnotconductedinanidenticalfashionfromculturetoculture.Consequently,businessrelationsareenhancedwhenmanagerial,sales,andtechnicalpersonnelaretrainedtobeawareofareaslikelytocreatecommunicationdifficultiesandconflictacrosscu
2、ltures.Similarly,internationalcommunicationisevenfurtherstrengthenedwhenbusinesspeoplecananticipateareasofcommonality.Finally,businessingeneralisenhancedwhenpeoplefromdifferentculturesfindnewapproachestooldproblemscreatingsolutionsbycombiningculturalperspectivesandexaminingtheproblem
3、athandfromeachother'sdifferingculturalperspectives.ETHNOCENTRISMProblemsinbusinesscommunicationconductedacrossculturesoftenarisewhenparticipantsfromonecultureareunabletounderstandculturallydetermineddifferencesincommunicationpractices,traditions,andthoughtprocessing.Atthemostfundamen
4、tallevel,problemsmayoccurwhenoneormoreofthepeopleinvolvedclingstoanethnocentricviewofhowtoconductbusiness.Ethnocentrismisthebeliefthatone'sownculturalgroupissomehowinnatelysuperiortoothers.Itiseasytosaythatethnocentrismonlyaffectsthebigotedorthoseignorantofothercultures,andsoisunlike
5、lytobeamajorfactorinone'sownbusinesscommunication.Yetdifficultiesduetoamisunderstandingofelementsincross-culturalcommunicationmayaffectevenenlightenedpeople.Ethnocentrismisdeceptivepreciselybecausemembersofanycultureperceivetheirownbehavioraslogical,sincethatbehaviorworksforthem.Peop
6、letendtoacceptthevaluesoftheculturearoundthemasabsolutevalues.Sinceeachculturehasitsownsetofvalues,oftenquitedivergentfromthosevaluesheldinothercultures,theconceptofproperandimproper,foolishandwise,andevenrightandwrongbecomeblurred.Ininternationalbusiness,questionsariseregardingwhati
7、sproperbywhichculture'svalues,whatiswisebywhichculture'sviewoftheworld,andwhatisrightbywhosestandards.Sincenooneindividualislikelytorecognizethesubtleformsofethnocentrismthatshapewhoheorsheis,internationalbusinesspractitionersmustbeespeciallycarefulinconductingbusinesscommunicationac
8、rosscultures
