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Chapter 1 Culture,Communication and Intercultural Communication 1

Section 1：Culture 1

Section 2：Communication 3

Section 3：Intercultural Communication 4

Exercises 8

Fu rther Reading Intercultural Communication Failures 11

Chapter 2 Contrasting Cultural Values and Business Cultures 16

Section 1：Cultural Values 16

Section 2：Attitude 19

Section 3：Belief and Religion 22

Section 4：Attribution,Perception and Communication 23

Section 5：Diverse Cultural Patterns 24

Exercises 36

Further Reading Cultu ral Values in International Business 38

Chapter 3 Culture Shock 41

Section 1：Introduction 41

Section 2：Stages of Culture Shock 42

Section 3：Symptoms of Culture Shock 45

Section 4：Alleviating Culture Shock(for person and company) 47

Section 5：High-context and Low-context Cultures 51

Exercises 55

Further Reading Stress in Culture Shock 59

Chapter 4 Verbal Communication 62

Section 1：Language and Culture 63

Section 2：Oral Communication 68

Section 3：Written Communication 72

Exercises 76

Further Reading Attitudes Toward Speech and Silence 78

Chapter 5 Nonverbal Communication 81

Section 1：Body Language 81

Section 2：Space and Distance 86

Exercises 92

Further Reading Sacred Space in Germany and Other Northern Eu ropean Countries 95

Chapter 6 Gender Differences in Communication 99

Section 1：Differences in Gender Communication 100

Section 2：Overcoming Roadblocks in Gender Communication 106

Exercises 113

Further Reading How Are Roles Females Playing in International Business? 116

Chapter 7 Business Etiquette and Social Customs 122

Section 1：Making Introductions and Greeting 122

Section 2：Handshaking and Exchanging Business Cards 124

Section 3：Dressing and Dining 125

Section 4：Gift Giving and Receiving Customs 128

Section 5：Humour,Superstitions and Taboos 129

Exercises 132

Further Reading MoTo：Coming to U.S 135

Chapter 8 Business Negotiation Across Cultures 139

Section 1：Communication in Negotiation 139

Section 2：Stereotypes of Different Cultu res That Affect Intercultural Negotiations 142

Section 3：Negotiation Strategies 144

Section 4：Physical Context of Negotiation 146

Section 5：Phases of Negotiation 148

Exercises 150

Further Reading American Style of Hospitality or French Style of Hospitality 153

Chapter 9 International Marketing Communication 158

Section 1：A Cultu ral Approach to International Marketing 158

Section 2：Cultural Influence on Selected Aspects of Marketing and Advertising 161

Section 3：Global Marketing and Advertising 163

Exercises 169

Further Reading What Has Happened to Hong Kong Disneyland? 172

Chapter 10 Intercultural Management 177

Section 1：Cultural Factors in International Business Management 177

Section 2：Corporate Cultu re 180

Section 3：Development of Teamwork 182

Section 4：Strategies for International Marketers 184

Exercises 190

Further Reading Team Building 193

Key to the Exercises 197

Bibliography 207