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Theworldtodayisaswiftlyshrinkingplace.Nocountryiscompletelyself-sufficient.Marketsandcultureshavecontinuedtoconverge,andthishasresultedinincreasedforeigncompetition,theneedtotrademoreeffectivelyoverseashasforcedmostcorporationstobecomemoreculturallysensitiveandgloballyminded.[1]AndasTurnerasserts,”Businessestodayareaslikelytohavepartnersontheothersideoftheglobeasontheothersideoftown.”[2]

Inthenormalconductofbusiness,mostagreementsareachievedthroughacourseofnegotiation.Successininternationalnegotiationthenliesinthesuccessfulexchangeofbothverbalandnonverbalmessagesthatcanbecomeincreasinglycomplexasbothintendedandunintendedandperceivedmeaningsvary.Thisholdstruewhetherthegoalsarebusinessarrangementsorinternationaldiplomaticprocesses.Soitisimportant,therefore,tounderstandtheimpactprotocolhasonthenegotiatingstylesbroughttothebargainingtable.

1TheBasicContentoftheInterculturalBusinessNegotiations

Negotiationisaprocessinwhichtwoormoreentitiesdiscusscommonandconflictinginterestsinordertoreachanagreementofmutualbenefit.Internationalnegotiationisadynamicprocess.Outcomesdevelopfrompatternedexchangesbetweennegotiationpartiesandtheirconstituencies.Itisimportanttounderstandthatinfluenceotherinternationalnegotiators’perceptionsandbehaviorsininternationalmeetings.

Negotiationinvolvespacing,negotiatingstyles,notionsofwhatconstitutesevidenceandtruth,andsocialtrust.

Perhapsthemostdifficultaspectofinternationalnegotiationisthestylepeopleuseinnegotiations.Negotiationstylesarereflectiveofthenegotiators’culture.Whenthesestylesaresignificantlydiverse,confusion,feelingsofbeingpushedaround,andmisunderstandingeasilydevelop.However,protocolplaysanimportantroleonthestylepeopleuseinnegotiations.

2ProtocolDifferencesBetweentheChineseandWesternandTheirImpactOnInterculturalBusinessNegotiations

ApopularbumperstickerintheUnitedStatesreads”RulesAreforFools.”WhilethismaybeexpressiveofthehighvalueAmericansplaceonindividualismandindependence,weurgeyounottofollowthatadmonitionwhendoingbusinesswithpeoplefromothercultures.Inmostpartsoftheworld,culturallycorrectprotocolisbothexpectedandreapected.Tointroduceyoutosomeofthevartiationsinprotocol,westartwiththeelemensthathelpinitiatebusinessrelationships:

（1）initialcontacts,

（2）greetingbehavior,and（3）giftgiving.

2.1InitialContacts

Thewaysinwhichyoumakeinitialcontactandanappointmenttoconductbusinesscanrangefromabrieftelephonecalltowritingaformalletterofrequestortheuseofa”go-between”oremissary.Themannerinwhichtheinitialbusinesscontactismadeandtheamountofadvancenoticebetweenthecontactandappointmentarekeyfactorsyoumustconsiderwhendoingbusinessinanotherculture.

IfyouwantanappointmentinEgypt,youmustsendaletterofintroductiontoanEgyptiancontactwhocanfacilitateobtaininganappointment.WeinbaumpointsoutthatasignificantmajorityofEgyptianshaveambivalentornegativeperceptionsofAmericansandtheWesternworld.[3]Consequently,theuseofanintermediarywhoiswillingtosetupappointmentswithalltherightpeopleisessentialintheEgyptianbusinessworld.Endicottsuggeststhat”Businessby‘whoyouknow’hasalwaysbeenaninfluentialforceindoingbusinessinEgypt.[4]

InAfrica,theuseofanintermediaryisalsoessential.ThereisaCongoleseproverbthatstates:

”Thefriendofourfriendsarefriends.”RichmondandGestrinrelatethatintermediariescanopendoors,ensureawarmreceptionforyourupcomingvisit,andassesstheprospectsfortheproposalyouplantopresent.AnintermediaryisanabsolutemustinAfricawhenapproachingsomeoneofahigherstatus.[5]

WhendoingbusinessinChina,itisimportanttoestablishcontactsbeforeyouinvestinatrip.”TheUnitedStatesDepartmentofCommerce/EastAsiaandPacificOfficecanassistinarrangingappointmentswithlocalChinesebusinessesandgovernmentofficials,andcanidentifyimporters,buyers,agents,distributors,andjointventurepartners.”

Thedateyouplanyourbusinesstripisalsoofmajorimportancewhendealingwhithanotherculture.Forexample,inChina,manybusinessesclosetheweekbeforeandtheweekaftertheChineseNewYear.

2.2GreetingBehaviors

Onceameetinghasbeenarranged,itisimportantthatthegreetingpracticesofthehostculturebeobserved.Americanstendtobeinformalandfriendly.Bothmenandwomenshakehandsonmeetingandleaving.Asmallkissonthecheekorahugisappropriatebetweenwomenorbetweenmenandwomenwhohaveknowneachotherforasufficienttime.Firstnamesgenerallyareusedwiththeexceptionofseniorpersonsorformalsituations.Businesscardsareexchangedinbusinesssettingsbutnotinsocialsettings.

Chinaoffersacontrastingexample.CommunicatingagoodimpressiontotheChinesebusinesspersonstartswithpunctuality.TheChinesehavealowtoleranceforambiguity,andtheydonotlikesurprises.Toconductbusinesssuccessfully,BucknallbelievesyoushouldcommunicatethedetailsofameetingagendaaswellasanyotherissuestotheChinesepriortoameeting.[6]Also,theChinesedonotliketobetouched.Youshould,therefore,avoidWesterntouchingbehaviorssuchasaslaponthebackoranarmaroundtheshoulder.Duringintroductionsyoushouldstandandremainstandingforthedurationoftheintroductions.Seatingarrangementsandorderofenreanceintothemeetingroomsareimportantbecausetheyreflectseniorityandstatus.Youshouldallowotherstoseatyouandwalkaheadofyoutoensurethatyouareseatedintherightpositionforthemeeting.Businesscardsareroutinelyexchanged.TheyshouldbetranslatedintostandardChineseandincludethenameofyourcompany,yourpositionplustitles.

InFinland,firmhandshakesarethenormalgreetingformenandwomen.AmongtheFinns,itiscustomaryforwomentobegreetedfirst.SoimportantisafirmhandshaketotheFinnishthatevenchildernareencouragedtoshakehands.However,hugsandkissesarereservedforgreetingswithclosefriendsandfamily.Introductionsincludefirstandlastnamesoratitleandalastname.

2.3GiftGiving

AnoldadageintheUnitedStatessays”BewareofGreeksbearinggifts.”MostAmericansviewgiftgivinginthebusinesssettingakintobribery,butinmanycultures,giftgivingisastandardpartofbusinessprotocol.Assuch,itisimportanttoknownotonlytheviewsconcerninggiftgivingbutalsowhatgiftsareappropriateformenwomenintheculturewhereyouwillbedoingbusiness.ExamplesofgiftgivinginChinaillustratethispointeffectively.GiftsareverycommonamongtheChinese.Morrison,Conaway,andBordenunderscoretheimportanceofgiftgivinginChina:

”Businessgiftsabsolutelymustbegivenatmidyear（July15）andatyearend（January1）.Theyareoftengivenatfirstbusinessmeetings.”Itisalsoastandardpracticetobringflowers,cakes,orcandywheninvitedtoaChinesehome.TheceremonyofgiftgivingismoreimportanttotheChinesethanthegiftitself,althoughbothmodestandelaborategiftsareprevalent.ItisappropriatetoallowyourChinesebusinesscolleaguestopresentgiftsfirst,andthenmatchyourgiftwiththesamequalityastheirs.Donotexpectgiftstobeopeneddirectlyinfrontofyoubecausethismaybeconstruedasasignofgreed.Intherareinstanceswheregiftsareopenedinfrontofyou,expectreatrainedappreciationregardlessofwhattheythinkofthegift.YoushouldnotopengiftsinfrontofyourChinesebusinesscolleaguesbutinsteadopenthemwhenyouarealoneandthankthemlater.ThepaperthegiftiswrappedinisalsoveryimportanttotheChinese.Ricepaperisideal.Althoughitemsmadebywell-knownmanufacturersareusuallygoodgifts,youshouldavoidgivingknivesandscissors,becausetheseitemssymbolizetheseveranceoftherelationship.Aclockalsoisaninappropriategiftbecauseitremindstherecipientthattimeisrunningout.AsDresserpointsout,”Togiveaclockasagiftisequivalenttosaying,’Iwishyouweredead.’”[7]GiftswithevennumbersofcomponentsarealsohighlyinappropriateinChina,particularlyinnumberoffour,whichcouldbeconsideredtheequivalentoftheinauspiciousnumber13intheUnitedStates.

Astheprecedingexampleindicates,therulesforgiftgivinginChinaareverydifferentfromtherulesforgiftgivingintheUnitedStates.Ifgiftsaregivenatall,theyusuallyconformtothe$25tax-deductiblegiftallowedbylaw.EvenwhenvisitingahomeintheUnitedStates,itisnotcustomarytobringagift,althoughasmalltokensuchasflowers,aplant,orabottleofwineisappreciated.

Wehavecoveredonlyafewelementsofbusinessprotocoltomakethepointthatbusinesspracticesdifferfromculturetoculture.Thisintroductiontovariationsinprotocolshouldamplifytheinportanceofknowingandutilizingthebusinesspracticesthatareacceptableinthecultureinwhichyouwillbedoingbusiness.Aswithprotocol,thereisculturaldiversityinnegotiationstrategiesandthecommunicationsurroundingnegotiation.Wenowturnourattentiontothisimportantmatter.

3TheStrategytoDealwithInternationalBusinessNegotiationsbetweenChineseandWestern

Third,ifyouwanttodofuturestrading,theonlythingneededtobedonebeforehandistodepositacertainsumofmoneyinyouraccount,thisiswhatwecallguarantymoney.Ingeneral,theguarantymoneyisfivetoeighteenpercentofthecontractvalue,mostofthetimeundertenpercent,thenyoucanbuythegoods,whosevalueistentimesoftheguarantymoney.Herecomesoneimportan