论文总字数：28794字

摘 要

随着经济全球化的发展，中国与其他国家之间的跨文化活动日益频繁，尤其是跨文化商务谈判，已经成为了我国与其他国家交往的必然手段。商务谈判对国际贸易的成功起着重要的作用，而礼仪在商务谈判中又异常重要，因此我们要特别注意礼仪的禁忌。

本文将结合一些案例，分析商务谈判中存在的礼仪禁忌，并且提供一些合理建议，以促成更多成功的涉外商务谈判.

关键词：跨文化交流，礼仪禁忌，商务谈判 

Contents

1. Introduction 1

2. Literature Review 1

3.Taboos of Etiquette in Cross-cultural Business Negotiation 2

3.1 Taboos of greeting 2

3.2 Taboos of dressing 4

3.3 Taboos of gift giving 6

3.4 Taboos of dining 8

4. Strategies of Avoiding Taboos of Business Etiquette 9

4.1. Good impression with suitable behaviors in greeting 9

4.2. The right dressing for business negotiators 10

4.3. Acceptance and rejection in gift giving 10

4.4. Perfect preparation for dining 11

5. Conclusion 12

Works Cited 13

1. Introduction

With the development tendency of economic globalization, more and more country pays attention to the importance of cross-cultural businesses, so the cross-cultural business becomes popular in recent years. And the cross-cultural business negotiations become more regular because of the cross-cultural businesses. In a word, business negotiation is a process of buying and selling in international markets, and every negotiator must search the best way to earn maximum benefits in cross-cultural businesses negotiations, they must use many experiences, time and financial resources in negotiation. What"s more, negotiators find etiquette is an important element in business negotiation from large statistics, because negotiators not only need professional knowledge and their sincerity, but also suitable etiquette. Sometimes, etiquette is the determining factor. Therefore, a negotiator should research the taboos of etiquette in cross-cultural business negotiation, if negotiators know more about this, more successful negotiations would be achieved.

This paper is totally divided into five parts. First, there is the introduction, and next, it is the literature review, and it discusses the taboos of etiquette in cross-cultural business negotiation in the third part, in the forth part, some solutions will be discussed. Finally, the author will make a conclusion.

2. Literature Review

People become more and more realistic because they live in the "global village". Different countries would deal with different kinds of business etiquette due to different culture. They should notice the use of cross-cultural business etiquette, so they can build more great business with other countries. What’s more, business negotiation plays an important role in intercultural business activities. Consequently, more and more people study the relationship between cross-cultural business negotiation and business etiquette.

In China, some scholars have paid attention to the relationship between cross-cultural business negotiation and business etiquette. Jiang liting has an article published in the Knowledge Economy about the Application of Business Etiquette in Business Negotiation. She illustrated many examples in her article. In addition, Lian meng, a student from Suihua University, made some researches on how to use etiquette in international business negotiation. Zhang jia, a scholar, wrote an essay of Etiquette in international business negotiation.

In short, although many studies have been made of the relationship between business negotiation and business etiquette, there seems to be no article mentioning the taboos of etiquette in cross-cultural business negotiation, so it is necessary to spend time researching the taboos of etiquette in cross-cultural business negotiation from greetings, dressing, gift giving and dining.

3.Taboos of Etiquette in Cross-cultural Business Negotiation

Business etiquette is a rich concept, and it includes all the interpersonal skills in the workplace, and it covers all aspects of the communicative activities. Business etiquette refers the business staff always show respect and friendly to others to portray the good image of their company. Business etiquette is a basic part in business activities. “Courtesy costs nothing, but can buy everything.” by Lady Mary Wortley Montagu (Ann 12).

Today, more and more business elite have recognized the importance of business etiquette. Business etiquette is an integral part of company culture and company idea. In business activities, the negligence of any a tiny detail of etiquette, which is likely to bring bad image to them and their company, even they would lose an important customer (Hu 4-5).

Generally speaking, someone"s common behaviors always represent his quality education and personalities (Yuan 33-39). So business man should do everything with business etiquette in cross-cultural business negotiation.

What’s more, the taboo of business etiquette is a unique business activity; people usually consider the taboo with cultural beliefs. There are many things seemed as taboos such as objects, people, and places, which means they are forbidden. If someone can"t comply with taboos, he is impolite and unwelcome. “Taboo is one way in which a society expressed its members either for supernatural reasons or because such behavior is hired to violate a moral code.”(Wardhaugh 310). For the moment, taboo is a social phenomenon, so people should know how to avoid them.

3.1 Taboos of greeting

First impression is mighty powerful. You don"t get the second chance, and we all want to be treated with respect, and it starts with the very first greeting.

In business negotiations, the meeting between two sides is an important part. In this process, handshake should be noted. Introduction refers to both sides of the main negotiators for all members of one"s own presentation, which adheres to the principles of etiquette including ladies first and somebody occupies important positions first. And Miss, Mrs. and Mr. are usually used in meetings. In our country, most Chinese like to call others "comrade", while in some western countries, "comrade" and "gay" in the same sense, this appellation should be prohibited in business negotiations in order to avoid unnecessary misunderstanding.

3.1.1 The significance of handshake

UK - based etiquette expert Rachel Holland is a firm believer in the primacy of the handshake. Handshake is a common etiquette in people"s social communication in daily life. It is an important way for different people to communicate with each other, and it is also a useful tool in modern communication and social etiquette. Handshake used to be etiquette in meeting and reconciliation, and it usually represents people’s expression in congratulation, gratitude and encouragement. For example, if someone achieved success, his friends would express congratulation and encouragement with handshake when giving gifts or making a congratulatory speech.

Handshake is a very simple act, but it represents the image of somebody and his company, which is vital for business negotiation. In China, people always shake hands lightly, while occidental always shake firm hands to show their confidence, they think shaking hands lightly mean weakness.

When someone"s handshake is unpleasant in any way, people often associate negative character traits with the other one. If people meet his customer with a firm handshake and direct eye contact, he could leave a good impression to his customer.

Women should avoid any confusion during an introduction; always extend your hand when greeting someone. Remember, men and women are equal in the workplace. However, Iran women can’t shank hands with others, even hug and kiss.

At the end of the meeting, shake hands again and say how nice it was to meet them. Use their first name.

Follow up if you promised to send them something, call them, or anything else. Follow up is a key to success!

3.1.2 Main points of introduction in greeting

Generally, people should introduce the younger to the older; the junior executive to the senior executive; and a colleague to a client.

If businessmen have forgotten someone’s name, politely tell them that you have forgotten their name and they will repeat it for you. Always try to include a fact about each person in introduction.

For example:“Julie Baley, I would like to introduce you to Dan Green, our new Vice President. Dan (or Mr. Green), this is Ms. Baley, our new client who owns ABC Event Company. Julie (or Ms. Baley) just received the top Event Planner Award and Dan (or Mr. Green) received that award five years ago.”

Always use a formal title such as Doctor or Judge if possible. Try to refrain from using nicknames unless you feel the person would prefer it. Always make sure to speak slowly and clearly so you can be heard and understood correctly.

One Last Thing: Remember, people love it when you know and use their names. It is important to do your best to always remember and pronounce names correctly. There are several tips and techniques available to you if you have problems remembering names.

3.2 Taboos of dressing

According to many reaches, people found the dressing can represent the interviewer"s ability, characteristic and personalities. If their dressing is bad, which means they will lose their chance to enter a company. Therefore, dressing should be noticed in cross-cultural business negotiation.

In the business activities, some kinds of dress would make the business women look unprofessional such as exposed clothes. As we know, many clothes are very sexy and charming because of their colors and cloth, but business women don"t need wear colorful dresses.

When attending meeting and conventions, business women should prepare suitable suits for different sports, and they should prepare comfortable shoes. And they also need prepare suitable suit-dress.

3.2.1 Dressing taboo of women

There are always many parties and business banquets during cross-cultural business negotiation. Women should have the high taste of their dressing, because their dressing represents their professional qualities in business. They shouldn"t wear sexy clothes like short jumper skirt, which makes them unprofessional. As people know, if a woman wears normal suits but the color is over, their images are bad. So they must choose the right dressing with suitable color in business negotiation.

Women should bring the right dressing under requirements in a business meeting or a party. In theses occasions, they should take sportswear for tennis ball or golf, then they can swim or running at any time. What"s more, they also need take comfortable shoes. And it is important for a woman to take a professional suit.

3.2.2 Dressing taboo of men

Wear long-sleeved, collared shirts with your suits and basic ties that reach your waistline. Select dark-colored shoes that match your suit with matching socks and a belt. Socks should match your shoes, slacks or entire suit and must be long enough to extend above your pant cuff when seated so as not to reveal the skin on your legs. Refrain from wearing jewelry, unless it’s a watch, wedding ring or fraternity ring. A gentleman should keep his hat in his hand when he is in the buildings, which represent his respect.

There is an example shows the importance of dressing:

Mr. Wang is the general manager of a large domestic engineering company. He went to Iran to deal with railroad building with his secretary Miss Han. The meeting is of great importance.

When Mr. Wang arrived in Iran, he visited the cooperative company in Iran right now. The Iran manager was praying, his sectary asked Mr. Wang to wait. While Mr. Wang was dissatisfied with it, he thought it is a waste of time. The host held an evening party to welcome Mr. Wang. Mr. Wang"s secretary Miss Han hoped that she can show smart, capable and beautiful of Chinese with white sleeveless tight clothing and blue skirt. However, when she came to the party place, all Iran people looked at her with unbelieving eyes. In the party, the host gave soft drink to Chinese guests. Miss Han accepted the drink with left hand. The host changed his look and put the drink on the desk at once.

The result of meeting is upsetting Mr. Wang, and in the next meeting, the host changed his intent for cooperation. And the host didn"t mention the cooperation any more.

As we know, Iranians believe in Islam, and Islamic religious requires them pray five times a day, they must stop their work to pray whatever they are doing at that time. And Mr. Wang expressed his dissatisfaction, this act showed his ignorance of Iran"s custom. Iranians all wear conservative clothing, especially women. From this example, the Iranians can"t accept women wear too outrageously, so they thought Miss Han didn"t respect them, they think Miss Han didn’t care about this meeting. What"s more, left hand is a bad symbol in Iran. So Miss Han"s act means the insult.

In a word, Mr. Wang lost the case because he and his secretary Miss Han weren’t familiar with the custom and dress of Iran.

3.3 Taboos of gift giving

In cross-cultural business negotiation, gift giving is very important. If one party chooses the right gifts to another, it can enhance the feelings of both sides in negotiation. On the contrary, if one party ignores the cultural difference, they may offend taboos of another party. The result is that the two parties will not make business relationship with each other in the long time.

For example: In France, people like to send wine to others, but wine is taboo in Arab countries. In Saudi Arabia, the Muslim like green color, so they like to give a green tie to the visitors as a gift, however, in the Czech Republic, green tie means dislike. European take a fancy to the meaning instead of its value of the gifts. While in Asia, Africa, and Latin countries, people of these countries like valuable gifts which mean respect.  

So if negotiators want to make sure the recipient satisfied with their gifts, they must make preparation.

There are many inappropriate gifts businessman can’t send to others as follows:

1. Do not send large amounts of cash and marketable securities. And at the same time, people shouldn"t send gifts like gold and silver jewelry to others.

2. Do not send crudely made and over seasonable gifts.

3. Do not send nourishment or drugs.

4. Do not send illegal gifts such as sexual services.

5. Do not send gifts to belittle receiver"s national customs, religious beliefs and lifestyle items.

Everyone has his own brief and faith, so many taboos occurred all around the word, which means people should pay attention to gifts giving with many taboos.

Muslims can"t use productions of pig, including leather, lard and gelatin and so on; Buddhists can"t eat or use goods of beef, because they think cows are their God; Christians dislike snake, they think god is the only God in the word, and they can"t have other faith or idol. Orientals have their own sets of taboos when it comes to gifts giving. Anything that is homophones to another with an inauspicious meaning must be avoided. For example: clocks are homophones to "funeral", and one should avoid giving them as a gift at all cost. Other items like knives and letter openers are also not good gift items. The colors black, white and sometimes yellow are also considered unlucky by certain cultures and one must try to avoid giving gifts (especially garments) that comes in those colors.

In Japan, gift giving plays an important role in their culture and there are gifts giving protocols that one must adhere to. Hence, it is better to do some research on the topic if you will be sending gifts to people in Japan or to the Japanese.

3.4 Taboos of dining

Business men usually hold business banquets or business party to strengthen relationship with others. Nowadays, business dinner is a popular way to show negotiators" education and personalities. The colors black, white and sometimes yellow are also considered unlucky by certain cultures and one must try to avoid giving gifts (especially garments) that comes in those colors. So it is very important to know business banquets and learn how to make use of it.

3.4.1 Dining taboo of seating

People should seat with the place card given by the host. They should keep quiet beside the table. If they sit seats at a big table, two thirds down the table is the best seat and it belonging to the host. Then the guests can chat with someone who sits beside him. Men should make sure their girl friend or wife sits in their left with their etiquette. A man can put chair with one hand and touch chair"s other side, and then invite the lady to sit down. Then they should make sure their legs touch with their companion"s in comfortable places. And a gentle man should let the lady sit first, the sit himself.

3.4.2 Dining taboo of body language

Posture is very important at the table. People should keep close with others at the table. They can"t always rest on the chair. In a good company, people can"t accept the elbow place. Sometimes it is a hard time to sit for long time in a dining, so they should make enough preparations in the beginning.

If people stop eating, they should make sure that their hands in the right place like table.

For example, a Chinese factory played host to a business team from Iran. Negotiations are understood at an advanced stage, so the purchase team placed a big order. Then Chinese factory manager prepared a banquet for purchase team. Unfortunately, after the dinner the Iran"s purchase team changed the idea and refused to sign the contract. Chinese factory manager didn"t understand it. The manager knew the reason until his friends told him. In that banquet, the Chinese manager brought the drinks with the left hand. In Iran, people can"t use the left hand to touch "clean" things, because this behavior means impolite. Many details are easy to be ignored in business negotiation like this. This example made negotiators know the significance of dining taboo of body language. The taboos of dining are helpful to business negotiation, but the taboos of dinner preparation also important.

In this situation, people shouldn’t be late, and they should dress appropriately. If you are the host, wait for your guest in the lobby. If some of your guests have already arrived, you should wait in the lobby only until the time the reservation is made for. Then proceed to the table and have the maitre d" or waiter escort the late guests in.

4. Strategies of Avoiding Taboos of Business Etiquette

4.1. Good impression with suitable behaviors in greeting

People must behave under the rule of business etiquette. For instance, the greeting between people includes many rules because greeting means respect. Greeting consists of different types, for example, people always shake hands with others in eastern countries. However, people often hug with his friends in America.

If one meets someone for the first time, firstly, people should stand when someone new comes into the room (whether you are a man or woman); secondly, they should make eye contact and smile and offer their right hand out-stretched with palm facing left to shake hands; thirdly, their grip should be firm, but not a bone crusher, a handshake should last as long as it takes you and the other person to say your names. And people should introduce themselves by making direct eye contact and saying their first and last name.

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