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  3. Reading the following passage carefully and then write a summary of it in English in about 120 words. The success of failure

Reading the following passage carefully and then write a summary of it in English in about 120 words. The success of failure

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问题 Reading the following passage carefully and then write a summary of it in English in about 120 words.
    The success of failure of a company abroad depends on how effectively its employees can exercise their skills in a new location. That ability will depend on both their job-related expertise and the individual’s sensitivity and responsiveness to the new cultural environment. One of the most common factors contributing to failure in international business assignments is the erroneous assumption that if a person is successful in the home environment, he or she will be equally successful in applying technical expertise in a different culture.
    Research has shown that failures in the overseas business setting most frequently result from an inability to understand and adapt to foreign ways of thinking and acting rather than from technical or professional incompetence. At home U. S business people equip themselves with vast amount of knowledge of their employees, customers, and business partners. Market research provides detailed information on values, attitudes, and buying preferences of U. S consumers; middle-and-upper-level managers are well versed in the intricacies of their organization’s culture; and labor negotiators must be highly sensitive to what motivates those on the other side of the table. Yet when North Americans turn to the International arena, they frequently are willing to deal with customers, employees, and fellow workers with a lack of information that at home would be unimaginable.
    The literature on international business if filled with examples of business miscues when U. S. corporations attempted to operate in an international context. Some are mildly amusing. Others are downright embarrassing. All of them, to one degree or another, have been costly in terms of money, reputation, or both. For example, when American firms try to market their products in other countries, they often assume that if a marketing strategy or slogan is effective in Cleveland, it will be equally effective in other parts of the world. But problems arise when cultural context changes.
    Just as inattention to the cultural context can result in some costly blunders in marketing and management, it also can affect seriously the success of international business negotiation. Time, effort, reputation, and even contracts can be lost because of cultural ignorance. The world is changing faster than most of us can calculate, and if American businesspersons are to meet the challenges of an increasingly interdependent world, they will need to develop a better understanding of how cultural variable influence international business enterprises. A healthy dialogue between cultures and members of the international business community will be an important step in achieving that needed understanding.
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答案 Once an employee wants to work abroad, he must have a clear mind that his success and expertise home do not mean he can continue his excellence at his overseas branch because of the cultural environment as well as his adaptability. Thinking different instead of professional experience plays an important role for U. S. business people’s success at foreign market. Values, attitude, and buying preference and their related information have to be adapted and altered from top management to average workers in the course of tapping foreign markets. For international business, the firms in U.S. have to redetermine their marketing strategy and tactics which generally contrary to what they have done at their home markets based on their knowledge of the targeting countries’ culture context. American business persons have to understand that cultural variable influence international business enterprises so they are required to place highly priority to communicate with the foreign people for mutual understanding besides their business activities.
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