Chapter 1 Culture,Communication and Intercultural Communication 1
Section 1：Culture 1
Section 2：Communication 3
Section 3：Intercultural Communication 4
Exercises 8
Fu rther Reading Intercultural Communication Failures 11
Chapter 2 Contrasting Cultural Values and Business Cultures 16
Section 1：Cultural Values 16
Section 2：Attitude 19
Section 3：Belief and Religion 22
Section 4：Attribution,Perception and Communication 23
Section 5：Diverse Cultural Patterns 24
Exercises 36
Further Reading Cultu ral Values in International Business 38
Chapter 3 Culture Shock 41
Section 1：Introduction 41
Section 2：Stages of Culture Shock 42
Section 3：Symptoms of Culture Shock 45
Section 4：Alleviating Culture Shock(for person and company) 47
Section 5：High-context and Low-context Cultures 51
Exercises 55
Further Reading Stress in Culture Shock 59
Chapter 4 Verbal Communication 62
Section 1：Language and Culture 63
Section 2：Oral Communication 68
Section 3：Written Communication 72
Exercises 76
Further Reading Attitudes Toward Speech and Silence 78
Chapter 5 Nonverbal Communication 81
Section 1：Body Language 81
Section 2：Space and Distance 86
Exercises 92
Further Reading Sacred Space in Germany and Other Northern Eu ropean Countries 95
Chapter 6 Gender Differences in Communication 99
Section 1：Differences in Gender Communication 100
Section 2：Overcoming Roadblocks in Gender Communication 106
Exercises 113
Further Reading How Are Roles Females Playing in International Business? 116
Chapter 7 Business Etiquette and Social Customs 122
Section 1：Making Introductions and Greeting 122
Section 2：Handshaking and Exchanging Business Cards 124
Section 3：Dressing and Dining 125
Section 4：Gift Giving and Receiving Customs 128
Section 5：Humour,Superstitions and Taboos 129
Exercises 132
Further Reading MoTo：Coming to U.S 135
Chapter 8 Business Negotiation Across Cultures 139
Section 1：Communication in Negotiation 139
Section 2：Stereotypes of Different Cultu res That Affect Intercultural Negotiations 142
Section 3：Negotiation Strategies 144
Section 4：Physical Context of Negotiation 146
Section 5：Phases of Negotiation 148
Exercises 150
Further Reading American Style of Hospitality or French Style of Hospitality 153
Chapter 9 International Marketing Communication 158
Section 1：A Cultu ral Approach to International Marketing 158
Section 2：Cultural Influence on Selected Aspects of Marketing and Advertising 161
Section 3：Global Marketing and Advertising 163
Exercises 169
Further Reading What Has Happened to Hong Kong Disneyland? 172
Chapter 10 Intercultural Management 177
Section 1：Cultural Factors in International Business Management 177
Section 2：Corporate Cultu re 180
Section 3：Development of Teamwork 182
Section 4：Strategies for International Marketers 184
Exercises 190
Further Reading Team Building 193
Key to the Exercises 197
Bibliography 207