Dirigido para China? Considerações Cultural
É você responsável para preparar a cópia, materiais eletrônicos ou visuais interativos para uma base do cliente que seja marketing, vendendo ou ensinando a outras partes do mundo?
Aquelas perguntas e as respostas aplicam-se a todos. Em uma economia global, estes são desafios da igual-oportunidade.
Está tornando-se cada vez mais necessário para aqueles que são responsáveis para a transmissão e a interpretação da informação se educar sobre o que se espera em culturas diferentes.
Como você compreende já, educar-se sobre os povos significa muito mais do que sabendo requisitar o prato apropriado em um restaurante ao entertaining clientes fora da cidade.
Mover-se em torno do mundo profissionalmente - virtualmente ou fisicamente - é uma ferramenta pessoal maravilhosa da expansão; pode tornar-se distante mais produtivo quando acoplado com interesse cruz-cultural genuíno. Como sempre, o diabo está no detalhe.
Se você for afortunado bastante trabalhar em a O contexto chinês e é culturally curioso, é aqui algumas coisas a pensar aproximadamente porque você vai sobre seu negócio.
China tem uma história que meça mais de 5.000 anos e que o tempo experimentou períodos do feudalism, do communism, da guerra civil, da invasão e agora de uma economia de mercado do fledgling.
Em épocas modernas, China abriu suas portas ao investimento extrangeiro e ao comércio em 1978. Desde então, o país submeteu-se à mudança política e econômica immense. Following its entry into the World Trade Organization in 2001, China today offers a huge potential market for investment, sales and cultural exchange.
Organizations and individuals venturing into business with China will also need to consider an array of Chinese business culture and etiquette if they wish to truly succeed.
Four key values
There are four fundamental, key concepts/ values in Chinese culture. Not in any particular order of importance, they are mian-zi, guanxi, keqi and Confucianism.
Mian-zi. The Chinese and many other high-context cultures have the concept of mian-zi or “face.” Face is personal pride and is the basis of a person’s reputation and his or her social status in any given situation. In the Chinese business culture context, “saving face,” “losing face” and “giving face” are essential for successful business exchanges.
Causing someone to lose face through a public humiliation or the inappropriate allocation of respect can forever damage business negotiations. Conversely, praising someone (in moderation) in the presence of his or her professional or social group is a way to “give face” and earns respect and loyalty. This can go a long way toward facilitating negotiations.
Guanxi. Literally meaning “relationships” or “connections,” guanxi is the network of elaborate relationships promoting cooperation/trust and, for centuries, has been and continues to be the primary vehicle for accomplishing everyday tasks.
These are sincere, supportive relationships based on mutual respect. Guanxi is a fundamental aspect of Chinese culture. In the world of business, possessing the right guanxi is necessary for surviving the difficulties and frustrations that are often encountered in life, as well as in business.
Keqi. This is really two Chinese words: ke means guest and qi means behavior. Together they translate as “thoughtful, courteous and refined behavior.”
In business terms, this simply means that you must demonstrate humility and modesty. Overstated claims of your own abilities are very suspect and are quite likely to be investigated.
Confucianism. This is an ethical belief system based on the teachings and writings of the sixth century (BCE) philosopher, Confucius. In this system, emphasis is placed on the concept of relationships with total and complete respect for personal responsibility and obligation.
This philosophy has been the most vital cultural factor in the development of Chinese society, and it remains effective in Chinese business culture today. Confucianism is responsible for the preservation of surface harmony and the collective good.
Hierarchy. Confucianism lends itself to hierarchy. There is meticulous observation of rank; the individual is, clearly, subordinate to the organization.
People enter the meeting room in order of the chain of command. You will know who is in charge by who enters first. Senior members of the group generally lead all negotiations.
Daily routine. Keqi is the basis of courtesy. Punctuality is considered extremely important. Your Chinese counterparts will not keep you waiting; being on time is truly essential.
It is unusual for the Chinese to deal with people they don’t know or trust. Obtaining the proper introduction is necessary before entering into any business discussion.
Relationships. Guanxi means that longterm relationships are more valuable than hurried, brief transactions.
The warm, hospitable character of your counterpart does not necessarily equal a positive outcome. Trust, based on a beneficial relationship, is the more important consideration.
The collectivist way of thinking is important in Chinese business and influences all negotiations.
Business practices in China
The exchanging of business cards is customary. One side should be printed in English and the other in Chinese.Present your card with both hands and with the Chinese side facing up. Bow slightly. When accepting your colleague’s card, study it carefully before placing it on the table in front of you — never in the back pocket as this is extremely disrespectful.During actual negotiations, humbleness and patience are the keys to success. The Chinese sense of time means that they use it knowingly and there is always enough.
Initial meetings may be more of a social opportunity as opposed to a negotiation discussion. An important element before commencing a business meeting in China is to engage in small talk. Be prepared, as this is likely to include personal questions.
Culture Quiz — True or false
1. When presenting your host in China with a gift, you will notice it is opened immediately.
2. At the end of a meeting, you are expected to leave after your Chinese counterparts.
Answers:
1. False. It will be opened out of your sight so there is no danger of anyone losing face if the gift is not
appropriate, welcome or simply not appreciated.
2. False. You are expected to leave before them — a gesture of politeness.
Resources
Asia Times: http://atimes.com
Asia Pacific Management Forum: www.apmforum.com/news.htm
BBC Asia-Pacific: http://news.bbc.co.uk/2/hi/asia-pacific/default.stm
Channel NewsAsia: www.channelnewsasia.com
Far Eastern Economic Review: www.feer.com
South China Morning Post: www.scmp.com
Shanghai Daily: www.shanghaidaily.com
The Straits Times (Interactive): http://straitstimes.asiaone.com
TIME, Asia: www.time.com/time/asia
Elaine Winters, Multilingual Magazine
February 19th, 2008 at 4:01 pm
Regarding who enters a room first, it is also the same process for use of the elevator… oldest, respected first, which made for great initial confusion on my part as I watched elevator after elevator pass un-entered while I chatted with my students after class in Shanghai!
February 27th, 2008 at 6:10 am
Doing business in a brand “NEW” China these days, western business men must learn when and where to go for Karaoke after the banquet with your Chinese counterparts. For most Americans who do not enjoy VERY late night life and activities, this might be difficult to handle. However, if you want to establish a deeper “guanxi” for future business, you need to spend time with your counterparts on singing, drinking,dining, sometime along with their “Miss San Pei” (escorts). For the 21st century Chinese business protocol, feel free to consult me at http://www.midwestUSAChina.com