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与本土企业不同,跨国公司的经营范围遍及多个国家,经营活动是在不同的文化背景之下、并通过来自不同文化背景的人推进的,异质文化的共处会使跨国公司在经营过程中遭遇在经营目标、市场选择、管理方式、行为准则等方面认知上的交锋,所以跨国经营面临的跨文化问题不容忽视。这种涉及到许多截然不同的社会文化背景而产生的风险包括:
Different from the local enterprises, the operating scope of multinational corporations spreads across many countries. Their business activities are under different cultural backgrounds and promoted by people from different cultural backgrounds. The coexistence of heterogeneous cultures will make multinational corporations operate in the process of operation Encountered in the business objectives, market choices, management methods, codes of conduct and other aspects of cognitive confrontation, cross-cultural issues facing multinational operations can not be ignored. The risks associated with many very different socio-cultural backgrounds include: