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 论文编号：
org200807152142317706 |
| 论文属性：
essay |
| 论文语言：English |
| 论文国家：U.K. |
| 登出日期： 2008-07-15 |
| 字数： 3469 |
| 源程序：
无 |
| 价格：
免费论文 |
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| 论文大纲，目录 |
| 关键词搜索：Cultural Differences International Marketing essay |
friend, particularly one who had the bad luck of the stupid pedestrian crossing in front of his or her car.
Countries with strongly universalist cultures try to use the courts to mediate conflicts. An American book on automobile insurance is called Hit Me I Need the Money. Indeed America, credited with being the most litigious society on earth, has considerably more lawyers per head of population than the relatively particularist Japan. The more universalist the country, the greater the need for an institution to protect the truth.
Universalism versus particularism in international business
When companies go global there is an almost inevitable move towards universalist ways of thinking. After all, products and services are being offered to a wider and wider universe of people. Their willingness to buy is proof of a universal appeal. It follows that the ways of producing the product, managing those who make it and distributing it to customers should also be universalised. Consider the following examples of some of the areas where the universalist versus particularist dilemma shows up:
• The contract
• Timing a business trip
• The role of head office
The contract
Weighty contracts are a way of life in universalist cultures. A contract serves to record an agreement on principle and codifies what the respective parties have promised to do. It also implies consent to the agreement and provides recourse if the parties do 英语论文网 【http://www.51lunwen.org】not keep to their side of the deal. Introducing lawyers into the process of negotiation puts the parties on notice that any breach could be costly and that promises made initially must be kept, even if these prove inconvenient.
How might a legal contract be perceived by a more particularist business partner? There is another reason why people tend to keep their promises. They have a personal relationship with their colleague whom they hold in particular regard. If you introduce contracts with strict requirements and penalty clauses, the implied message is that one party would cheat the other if not legally restrained from doing so. Those who feel they are not trusted may accordingly behave in untrustworthy ways. Alternatively, they may terminate their relationship with a universalist business partner because that partners precautions offend them and the contract terms are too rigid to allow a good working relationship to evolve.
One serious pitfall for universalist cultures in doing business with more particularist ones is that the importance of the relationship is often ignored. The contract will be seen as definitive by the universalist, but only as a rough guideline or approximation by the particularist. The latter will want to make the contract as vague as possible and may object to clauses that tie him or her down. This is not necessarily a sign of impending subterfuge, but a preference for mutual accommodation.
Timing a business trip
A universalist business
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