東西文化差異對業務策略的影響

Abstract

由於全球化是當今的局勢，因此各國之間的交流接觸日趨密切頻繁，加上資訊科技及網際網路的發達，使得地球如同一個大型村落，如同零距離般的互動著。而在全球化經營背景下，因各國文化多元性、空間擴大化等因素，而大大提高了完成交易的複雜性和風險性，而本研究針對東西文化的不同對於業務策略的有效性進一步研究，其業務策略包含了資訊交換、推薦、要求、承諾、威脅、法律訴求，其研究結果如下：資訊交換： 不論在東西文化，都佔有同等重要的效益，買方透過與賣方資訊交換都能較容易達成交易。推薦：在六項策略中，對於西方文化效益最大的策略，西方文化比東方較重視「專 業」，因此賣方進行推薦時，西方文化背景的買方會較東方易被採用。要求：在西方文化中所發揮的效益比東方文化高，主要在於東方文化較以「人和」為核心，且婉轉，而西方文化較依「理、法」而行，因此提出要求較會被效益，不會被視為在刁難合作關係。承諾：東方文化對於承諾策略的效益遠大於西方，此跟文化背景有根深蒂固的影響；東方相信人信本善，且重視關係的建立，一旦賣方願意承諾，即使是口頭，東方買方會較西方欣然採納。威脅：威脅策略不論是在東西方文化，都被視為較激烈的策略，通常在買方感受到自身利益即急迫被保護時所會採取的手段，若買方一旦提出此策略通常最後都會被重視處理。法律訴求： 為六種策略中最激進但不論是在東方文化或是西方文化，法律訴求皆是最無效的業務策略，其中涉及到法律訴訟管道地域性的困難，以及耗費的時間以及金錢上的成本皆過高。As a result of current trend of internationalization and globalization, the communication and interconnection are becoming frequent in the world. With the growth of information technology and the Internet making the earth like a large village without any distance.With the globalization background, due to the cultural diversity of countries, space expansion and other factors, and it raised the complexity and risk of transaction and this study points to how the culture differences between East and West countries impacts to business strategies. Business strategy here refers to information exchange、recommendations requests、promises、threats、and legal pleas and the results is showed as below:Information exchange: In both eastern and western cultures, there are equally important and effective that buyers and sellers could get the deal done through the exchange of information with sellers.Recommend: The is the most effective strategy for western cultures among 6 strategies due to the reason that western values more “profession” than eastern. Therefore, when the seller makes a recommendation, the buyers from western cultural background will be more likely to be adopted than the eastern one.Requests: This strategy is more effective in western culture than eastern one . The main reason is because eastern culture tends to be"humankind" as the core while Western culture is more in accordance with "rationality and legitimacy". Therefore, making a request will be more effective and will not hurt the partnership. Promises: This strategy is far more effective for eastern cultures than western ones due to the deep-rooted culture influence. The eastern culture believes in the goodness of people and the value of relationships so once the seller is willing to make the promise , even verbally, the eastern buyers will be more willing to buy in .Threats: Threat strategy are seen as drastic strategy in both eastern and western cultures, and are usually taken when buyers feel that their benefits are urgently protected, and if buyers propose this strategy, sellers are usually react it seriouslyLegal pleas: The most radical of the six strategies, but this strategy is considered as the less effective one in both eastern and western cultures. This involves the geographical difficulties of legal litigation channels, as well as the high cost of time and money.