企业的文化风险及对策研究  

Corporate Culture Risks and Countermeasures

作　　者：吴显英 姜炳麟[1] 

机构地区：[1]哈尔滨工程大学经济管理学院,黑龙江哈尔滨150001

出　　处：《商业研究》2003年第2期176-180,共5页Commercial Research

摘　　要：企业的文化风险不仅是理论界的重要研究对象,同时也是企业在跨国经营中必须面对的实际问题。跨国经营中的文化风险具体表现为沟通风险、种族优越风险、管理风险和商务惯例与禁忌风险等几种形式。文化风险的产生源自于不同文化之间的差异其对企业提供的产品与服务、对市场的选择、市场进入方式、协调管理原则以及国际营销策略都有重要的影响。企业在跨国经营中首先要正确认识文化风险,制定文化风险管理战略,选择适当的风险控制工具,加强跨文化管理,开展跨文化培训,并适当地实行本土化经营。Corporate culture risk is not only the susject of study among the theorists, bus also a practical problem which multinational enterprises have to solve. The culture risk show itself as negotiation risk, ethnocentrism risk, management risk and the risk of business customs and taboos. These risks origin from the cultural differences, which have an important impact on the product or service that enterprises provide, market selection, entry mode, management principle and international marketing strategies. So multinational enterprises should have a correct comprehension of culture risks first. On the basis of cross - cultural understanding, risk management strategy should be designed carefully, the risk control tools should be chosen properly .Furthermore,cross- cultural training is necessary and localization is one of the effective choice.

关 键 词：文化风险 国际化经营 文化差异 企业文化 跨文化管理 

分 类 号：F270[经济管理—企业管理]