大学核心商务英语读写教程1课件颜晓川 马瑞香ISBN 9787811348804 PPT Unit 6.pptVIP

About This Unit Background Information * * * UNIT 6 6 6 6 Cross-cultural Awareness TEXT A Cross-cultural Awareness in Business TEXT B When Chinese Meet Americans at Work TEXT C Daimler plus Chrysler: a Doomed Marriage OBJECTIVES In this unit we are able to learn: ■ business vocabulary — cross-cultural awareness ■ business language — cross-cultural communication ■ business focus — dealing with different cultures ■ business writing — giving suggestion on cultural clashes In this unit, cross-culture communication is introduced, which is a major concept in business world, especially in international trading. Text A gives a general introduction to cross-cultural competence: why it is important and how to improve this skill. Text B shows the necessity of cross-cultural awareness by giving vivid examples of Americans working in China and Chinese working in American agency. Lack of this kind of knowledge will lead to misunderstanding and conflicts. Text C introduces a case study to us by analyzing the failure of Daimler Chrysler merger. The culture clashes between Germans and Americans seem to be the main reasons. Different management styles, which cause tension, are responsible for the failure. Cultural Awareness is the foundation of communication and it involves the ability of standing back and becoming aware of our cultural values, beliefs and perceptions. For example: why do we do things in that way? how do we see the world? why do we react in that particular way? Cultural awareness becomes central when we have to interact with people from other cultures. People see, interpret and evaluate things in different ways. What is considered an appropriate behavior in one culture is frequently inappropriate in another. Therefore, misunderstandings may arise. Text A Text B Text C * * * * *