Communicative Interactions for International Sales in Taiwan: Sources of Misunderstanding, Coping Strategies

Hai-Wei Lin

《應用英語期刊》 10期 (2016/12) Pp. 33-71

摘要

Due to such factors as vocabulary, discourse pattern, and concept of time (Tiono, 2002), barriers in international communication are inevitable. While international communication takes place in various contexts and through different communication channels, the focus of the current study is on correspondence communication between people from different cultural backgrounds in the sales business. Specifically, the purpose of this study is to explore sources of misunderstanding among international salespeople in Taiwan regarding their written communication with customers from foreign countries. Based on literature reviewed, the common sources of misunderstanding in international business transactions can be a lack of familiarity in cultural practices of others, a wrongful use of strategies, or inadequate language competence. (Bazzanella & Damiano, 1999; Giles, Coupland, & Coupland, 1991; Mustajoki, 2007; Verdonik, 2010). To discover how these sources of misunderstanding may play a role in securing a deal for international sales personnel in Taiwan, this author had analyzed email correspondence contents of five experienced salespeople currently working at an export-sales department. It is believed that communication oriented towards relationship building and positive attitudes about customers along with meaningful coping strategies are some of the main requirements to reaching an agreement with foreign customers. Data collected was analyzed to summarize general sources of misunderstanding for Taiwanese international sales people in communicating through written messages with foreign customers. The purpose is to make due suggestions in related strategy use so as to make practical contributions for international communication practitioners in the specific context of international sales.

關鍵字

International communication ； Correspondence communication ； International sales ； Cultural misunderstanding ； Language competence