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Different Approaches of Sino-AmericanNegotiations from Cultural Perspective
作者：刘念
来源：《校园英语·下旬》2020年第01期
【Abstract】With the development of globalization， Cross-culture business has become an important part of international business communication activity. In order to gain the win-win situation for both parties， negotiators from different cultural backgrounds must have a thorough
understanding of different cultures， and analyze the different approaches among the cross-culture negotiations. This paper is to elaborate the different approaches in business negotiation through a typical business case.
【Key words】cultural difference; business negotiation; negotiation approaches 【作者簡介】刘念，江苏安全技术职业学院。 1. Introduction
With the emergence of a global economy and the China’s entry into WTO， China has witnessed a sharp increase in foreign investment and numerous China-based firms into the international market. The paper is a comparative study of the different business negotiating approaches and techniques between China and America.
2. Theoretical Background of American Culture and Chinese Culture
American people emphasize on individualism， and they believe “the rights of the individual are the most important ones in a society.” People care more for their own interest， their own freedom and independence in doing most of the things.
As for Chinese people， the word “individualism” is related to the derogatory meaning as egoism， which represents selfishness in quality and looseness in discipline. In traditional Chinese beliefs， collectivism which is influenced by Confucianism is appreciated. The main spirit of Confucius thinking encourages Chinese people to lay great emphasis on the group’s performance. 3. Different Approaches Between American and Chinese Negotiators from Cultural Backgrounds