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In today's global business environment, with the increase in international business and in foreign investment, more and more of us are required to
understand people coming from countries and cultures different from our own, so the impact of difference between Oriental and Occidental cultures on
international trade becomes increasingly exposed. Therefore, this article makes multidimensional analyses of these matters arising out of cultural differences
in transnational commerce. International trade is the exchange of goods and services among different countries. Owing to various socio-cultures, enormous
differences exist in commercial culture of nations. The East and the West are the two mainstream cultures in the world; meanwhile, the gaps of them are
obvious, appearing in values, conventions, languages, consumption patterns, social organizations and structures, etc. This paper aims at discussing the
cultural differences that are faced in today's commercial transaction in the world and evolving appropriate measures to deal with those.
Key words: East-West cultural differences; international trade; international communication
1. Introduction
This section is an introduction, which gives a general account of the importance of cross-cultural communication, purpose of this thesis, and the significance
of the thesis.
5. Conclusion
5.1 Research findings
With the globalization of the world economy, organizations, especially multinational corporations, are culturally diverse in their formation of the workforce and
in handling al kinds of business activities. China has seen an increasing number of FIE (Foreign Individual Enterprise) entering the Chinese market, since the
country adopted the policy of opening to the outside world more than twenty years ago.
The culturally diversified workforce has brought greater vitality to business, but business people today are facing many problems in their cross-cultural
communication. More and more business people have become aware of the strong impact from culture, and they have come to realize the importance of
understanding cross-cultural communication.
As all nations have their own cultures, it is not difficult to find that people bring along with them their cultures wherever they go and tend to cling to them.
As more and more Chinese business people are employed by FIEs, they are facing the same problem of learning and respecting foreign cultures as the
Western business people do with the Chinese cultures.
In many cases, business people find that it is really nor easy to communicate with people from different cultural backgrounds. Sometimes, people may
mistake someone as a culturally identical person, which often ends in troubles. In order to avoid misunderstandings in our cross-cultural communication, we
should pay attention to the ways to decrease or eliminate the cultural conflicts.
5.2 Suggestions
Globalization, for better or worse, has changed the way the world does business. Though in its early stage, it is all but unstoppable. At the same time, it also
provides for global businessmen a challenge as well as chance. To be triumphant in international business, one should learn how to live with it, manage it
and take advantage of the benefit it offers. The globalization of economics has created a confluence of cultures when it comes to business practices.
Meshing these cultures has proven difficult even as it has proven necessary. In many cases the quest for a "one-size-fits-all" set of standards for global
business behavior has progressed quite far. Global business is moving toward a world standard.
In this sense, it is unpractical to accommodate stereotyping cultural theories to developing relationship in the course of international business that is
developing all time along. With time going, more and more new problems and conflicts will occur when doing business internationally whatever in managing,
negotiating or cooperating. Cultures will gradually melt with each other, but rooted values and norms will still cause the occurrence of clashes. Thus
problems can only be solved in certain circumstance at certain time. Invariable solutions with shaped cultural ideas will only lead to prejudice and more
conflicts; while adaptable solutions according to specific situation of intercultural communication is more valuable and worthy of being conserved.
Nothing can be unchangeable, thus is the same with the study of cultural differences in the course of international business. Therefore, dynamic research
should be furthered and kept so as to keep up with the development of international business.