รูปแบบการเจรจาธุรกิจของชาวจีนกับปัจจัยด้านวัฒนธรรม
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เม.ย. 30, 2019
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การเจรจาธุรกิจ วัฒนธรรมจีน การจัดการข้ามวัฒนธรรม ปรัชญาขงจื๊อ ปรัชญาเต๋า
Main Article Content
บทคัดย่อ
ประเทศจีนมีอารยธรรมยาวนานกว่า 5,000 ปี ชาวจีนมีวิธีการสื่อสารที่แตกต่างจากชาติอื่นเป็นอย่างมากทำให้การเจรจาธุรกิจกับชาวจีนมีอุปสรรคมากมาย ความเข้าใจในความต่างทางวัฒนธรรมจึงเป็นสิ่งที่สำคัญยิ่ง และส่งผลต่อความสำเร็จแห่งการเจรจาธุรกิจ บทความนี้ได้นำมิติทางวัฒนธรรมของ Hofstede มาเชื่อมโยงกับปรัชญาจีนโบราณคือ ปรัชญาขงจื๊อ ปรัชญาเต๋า และยุทธศาสตร์ตำราพิชัยสงครามเพื่ออธิบายรูปแบบเจรจาธุรกิจของชาวจีน
จากการศึกษาพบว่า ชาวจีนไม่มีรูปแบบการเจรจาต่อรองที่ตายตัว แต่เป็นการผสมผสานบทบาทที่แตกต่างเข้าไว้ด้วยกันหลักคำสอนในปรัชญาจีนโบราณที่มีผลต่อแนวความคิดของชาวจีน ได้แก่ การแยกศักดิ์สูงต่ำ กลุ่มนิยม ความสัมพันธ์ กลมกลืน ปรองดอง น้ำใจ ปกป้องหน้าตา ถ่อมตน และมุ่งชัยชนะ ส่งเสริมให้ชาวจีนมีรูปแบบการเจรจาธุรกิจคือ (1) ให้ความสำคัญกับตำแหน่งของคู่เจรจา (2) มติที่ประชุมมาจากการตัดสินใจร่วมกัน (3) เน้นความปรองดองแต่ใช้กลยุทธ์ให้ฝ่ายตรงข้ามคล้อยตามเพื่อมุ่งสู่ชัยชนะ (4) เชื่อว่ากฎเกณฑ์พร้อมที่จะเปลี่ยนแปลงได้ตามสถานการณ์มักใช้กลยุทธ์การยืดเวลา (5) เน้นสร้างความสัมพันธ์ระยะยาว (6) ไม่แสดงความรู้สึกแบบตรงไปตรงมา (7) ชาวจีนยุคใหม่ถึงแม้จะมีความประนีประนอม แต่มักยืนหยัดในหลักการของตนเองเสมอ
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บทความวิชาการ
“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
References
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Hofstede, G. (1991). Cultures and Organizations: Software of Mind. London: McGraw-Hill.
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Hwang, K. (1987). Face and favor: the Chinese power game. American Journal of Sociology, 92(4), 944-974.
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Khan, A., Zolkiewski, J. & Murphy, J. (2016). Favour and opportunity: renqing in Chinese business relationships. Journal of Business & Industrial Marketing, 31(2), 83-192.
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Pearce, J. & Robinson, R. (2000). Cultivating Guanxi as a foreign investor strategy. Business Horizons, 43(1), 31-38.
Pye, L. (1982). Chinese Commercial Negotiating Style. Santa Monica, CA: The Rand Corporation.
Redpath, L. & Nielsen, M. O. (1997). A comparison of native culture, non-native culture and new management ideology. Canadian Journal of Administrative Sciences, 14(3), 327-339.
Shi, G., Shi, Y., Chan, A., Liu, M. & Fam, K. (2011). The role of renqing in mediating customer relationship investment and relationship commitment in China. Industrial Marketing Management, 40(4), 496-502.
Shu, W. & Jia, Q. (2013). An analysis of the changes in the style of Chinese business negotiation in Sino-US business negotiations. Market Modernization, 714, 106-107. [in Chinese]
Stark, A., Fam, K., Waller, D. & Tian, Z. (2005). Chinese negotiation practice: a perspective from New Zealand exporters. Cross Cultural Management, 12(3), 85-102.
Sun, G. D. & Di, N. (2014). Research on business negotiation under the background of ChineseAmerican culture. Knowledge Economy, (23), 94-95. [in Chinese]
Tung, R. L. (1994). Strategic management thought in East Asia. Organizational Dynamics, 22(4), 55-65.
UNCTAD. (2018). World Investment Report. New York: United Nations.
Vieregge, M. & Quick, S. (2011). Cross-cultural negotiations revisited: Are Asian generations X and Y members negotiating like their elders? Cross Cultural Management: An International Journal, 18(3), 313-326.
World Bank. (2018). World Development Indicators database. Retrieved November 1, 2018, from https://databank.worldbank.org/data/download/GDP.pdf
World Trade Organization. (2017). World Trade Statistical Review 2017. World Trade Organization.
Yang, B. J. (2009). The Analects of Confucius Translation (3rd ed.). Beijing: Zhonghua Book Company. [in Chinese]
Yeh, R. S. & Lawrence, J. J. (1995). Growth, Individualism and Confucian dynamism: A note on Hofstede’s cultural root to economic. Journal of International Business Studies, 26(3), 655-669.
Yeung, Y. & Tung, R. (1996). Achieving business success in Confucian societies. Organisational Dynamics, 25(2), 54-65.
Zhang, Y. (2005). The influence of cultural factors in international business negotiations. Popular Science & Technology, 82, 121. [in Chinese]
Zheng, X. X. (2015). The influence of cultural differences on Sino-US business negotiations and technic analysis. Market Weekly, (8), 84-85. [in Chinese]
Chen, C. C. (2018). Yin-yang dialectics and communitarianism in cross-cultural management research. Cross Cultural & Strategic Management, 25(3), 492-500.
Chen, C., Unal, A., Leung, K. & Xin, K. (2016). Group harmony in the workplace: conception, measurement, and validation. Asia Pacifc Journal of Management, 33(4), 1-32.
Chen, H. J., Tsai, Y. H., Chang, S. H. & Lin, K. H. (2010). Bridging the systematic thinking gap between east and west: An insight into the Yin-Yang-based system theory. Systemic Practice & Action Research, 23(2), 173-189.
Dao, X. Z. (2016). Lao-Tze Tao De Ching. Tainan: Chinese Tripod Publishing Group. [in Chinese]
Du, R., Ai, S. & Brugha, C. M. (2011). Integrating Taoist Yin-Yang thinking with Western nomology: A moderating model of trust in conflict management. Chinese Management Studies, 5(1), 55-67.
Dumblekar, V. (2010). Interpersonal competitiveness: a study of simulation game participants. Paradigm, 14, 1-15.
Fang, T. (2003). A critique of Hofstede’s ffth national culture dimension. Journal of Cross Cultural Management, 3(3), 347-368.
Fang, T. (2006). Negotiation: the Chinese style. Journal of Business & Industrial Marketing, 21(1), 50-60.
Gao, G. & Ting-Toomey, S. (1998). Communicating Effectively with the Chinese. Thousand Oaks, CA, US: Sage Publications, Inc.
Ghauri, P. & Fang, T. (2001). Negotiating with the Chinese: a socio-cultural analysis. Journal of World Business, 36(3), 303-325.
Graf, A., Koeszegi, S. T. & Pesendorfer, E. M. (2012). Cross-cultural negotiations and power distance: Strategies applied by Asian and European buyers and sellers in electronic negotiations. Nankai Business Review International, 3(3), 242-256.
Grennan, M. (2014). Bargaining ability and competitive advantage: empirical evidence from medical devices. Management Science, 60(12), 3011-3025.
Hall, E. T. (1976). Beyond culture. New York: Doubleday.
Hang, L. (2011). Traditional Confucianism and its contemporary relevance. Asian Philosophy, 21(4), 437-445.
He, F. P. (2011). A Complete Set of Three Kingdoms School of Business and The Thirty-Six Stratagems School of Business. Beijing: Zhong Guo Hua Qiao. [in Chinese]
Hewett, K., Money, R. B. & Sharma, S. (2006). National culture and industrial buyer-seller relationships in the United States and Latin America. Journal of the Academy of Marketing Science, 34, 386-402.
Hofstede, G. (1980). Culture’s consequence: International differences in work-related values. Beverly Hills, CA: Sage.
Hofstede, G. (1991). Cultures and Organizations: Software of Mind. London: McGraw-Hill.
Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, 2(1).
Hofstede, G., Hofstede, G. J. & Minkov, M. (2010). Cultures and Organizations: Software of the Mind (3rd ed.). New York: McGraw-Hill.
Hoon-Halbauer, S. K. (1999). Managing relationships within sino-foreign joint ventures. Journal of World Business, 34(4), 344-371.
Hwang, K. (1987). Face and favor: the Chinese power game. American Journal of Sociology, 92(4), 944-974.
Jeanine, K. A., Leanna, L., Martin, B. & Peter, J. R. (2014). Cultural impact of human resource practices on job satisfaction: A global study across 48 countries. Cross Cultural Management, 21(1), 55-77.
Khan, A., Zolkiewski, J. & Murphy, J. (2016). Favour and opportunity: renqing in Chinese business relationships. Journal of Business & Industrial Marketing, 31(2), 83-192.
Li, B. Z. (2014). The differences in styles of Sino-US business negotiations from an intercultural perspective. Marketing Management Review, (11), 118. [in Chinese]
Li, Z. S. (2013). A study of international business negotiation styles based on eastern and western cultural differences. Journal of Hebei United University (Social Science Edition), 13(6), 59-62. [in Chinese]
Luo, Y. (1997). Guanxi and performance of foreign-invested enterprises in China: an empirical inquiry. Management International Review, 37(1), 51-70.
Martin, B. & Larsen, G. (1999). Taming the tiger: key success factors for trade with China. Marketing Intelligence & Planning, 17(4), 202-208.
McColl, R., Descubes, I. & Elahee, M. (2017). How the Chinese really negotiate: observations from an Australian-Chinese trade negotiation. Journal of Business Strategy, 38(6), 38-46.
Mencius. (2010). The Four Books and The Five Classics (4th ed.). Beijing: Zhonghua Book Company. [in Chinese]
Paik, Y. & Tung, R. L. (1999). Negotiating with East Asians: How to attain “win-win” outcomes. Management International Review, 39(2), 103-122.
Pearce, J. & Robinson, R. (2000). Cultivating Guanxi as a foreign investor strategy. Business Horizons, 43(1), 31-38.
Pye, L. (1982). Chinese Commercial Negotiating Style. Santa Monica, CA: The Rand Corporation.
Redpath, L. & Nielsen, M. O. (1997). A comparison of native culture, non-native culture and new management ideology. Canadian Journal of Administrative Sciences, 14(3), 327-339.
Shi, G., Shi, Y., Chan, A., Liu, M. & Fam, K. (2011). The role of renqing in mediating customer relationship investment and relationship commitment in China. Industrial Marketing Management, 40(4), 496-502.
Shu, W. & Jia, Q. (2013). An analysis of the changes in the style of Chinese business negotiation in Sino-US business negotiations. Market Modernization, 714, 106-107. [in Chinese]
Stark, A., Fam, K., Waller, D. & Tian, Z. (2005). Chinese negotiation practice: a perspective from New Zealand exporters. Cross Cultural Management, 12(3), 85-102.
Sun, G. D. & Di, N. (2014). Research on business negotiation under the background of ChineseAmerican culture. Knowledge Economy, (23), 94-95. [in Chinese]
Tung, R. L. (1994). Strategic management thought in East Asia. Organizational Dynamics, 22(4), 55-65.
UNCTAD. (2018). World Investment Report. New York: United Nations.
Vieregge, M. & Quick, S. (2011). Cross-cultural negotiations revisited: Are Asian generations X and Y members negotiating like their elders? Cross Cultural Management: An International Journal, 18(3), 313-326.
World Bank. (2018). World Development Indicators database. Retrieved November 1, 2018, from https://databank.worldbank.org/data/download/GDP.pdf
World Trade Organization. (2017). World Trade Statistical Review 2017. World Trade Organization.
Yang, B. J. (2009). The Analects of Confucius Translation (3rd ed.). Beijing: Zhonghua Book Company. [in Chinese]
Yeh, R. S. & Lawrence, J. J. (1995). Growth, Individualism and Confucian dynamism: A note on Hofstede’s cultural root to economic. Journal of International Business Studies, 26(3), 655-669.
Yeung, Y. & Tung, R. (1996). Achieving business success in Confucian societies. Organisational Dynamics, 25(2), 54-65.
Zhang, Y. (2005). The influence of cultural factors in international business negotiations. Popular Science & Technology, 82, 121. [in Chinese]
Zheng, X. X. (2015). The influence of cultural differences on Sino-US business negotiations and technic analysis. Market Weekly, (8), 84-85. [in Chinese]