Читать книгу Modern Business English for Industrial Engineers - Karlheinz Zuerl - Страница 7

Business English can be simplified as a matter of respect, vocabulary, “formal”, “informal” and “cultural barriers”.

What does “formal” or “informal” mean? Let’s answer this question with an example: There are three different expressions that all mean “wait” or “be patient”. “One moment please” is the most formal or neutral way of saying this, and is often used with impatient strangers. “Hold your horses” is an American colloquial expression used to get impatient or over-eager¹ friends and informal acquaintances to relax. “Keep your pants on” is the most colloquial of the three. This US expression which seems to say “don’t get so excited that your trousers fall off” is used mainly in a joking or slightly insulting² way, with people one knows extremely well and with whom one is on very informal terms.

Cultural barriers exist, but international business behaviour changes in the same way as the globalization of business accelerates. The key success factor is mutual³ respect. If your business partner likes dealing with you, any cultural misunderstandings will be easily forgiven. If he neither likes nor respects you, such misunderstandings will be used against you.

You can’t be an expert on every culture, but you have to be sensitive to the people you negotiate with. The more you know about their cultural background, the easier it is to communicate your ideas in an appropriate way. Use small talk to learn about the culture of your partners, and how it affects their business approach. Showing interest is the first step to building a cultural bridge. [6]

Why is it important for us to know and use these expressions in business? You learn from this example that using the wrong level could certainly cause problems with your business partners. Therefore, if we don’t take care of these levels in intercultural communication, we certainly risk failing in business and finally losing money.

Business always means making money by doing something. To train and give useful examples, we will introduce some colleagues to you who will be acting within this book. Similarities to companies styled in the same way as described, are purely accidental.

Figure 1.1: Part of an organisational structure of SELWOOD Ltd., Plymouth, with responsibilities [12]

Selwood Ltd., founded in 1920, is now a subsidiary and member of the Engine International Consortium (EIC), focusing as supplier for the automotive industry. Acting employees and their characters are:

•Mr David Bauer, American, Head of Purchasing

•Mr Charles Becker, German, applicant CAD/CAM Co–ordinator

•Mr Peter Campbell, English, Manager Engineering Services.

•Mr George Carrier, English, Head of Quality Management

•Mrs Sarah Carter, American, Consultant Personal Training

•Mr Hans Faulhaber, German, trainee Personnel Department

•Mr Dr. Ron Gordon, American, Managing Director Production

•Mrs Franziska Heath, English, Head of Finance

•Mr George Henny, Canadian, Purchasing Manager

•Mr Hank Janson, Danish, General Manager Selwood and Member of the Board of EIC

•Mrs Pam Jones, English, Personnel Department

•Mr John Maris, English, Manager Information Technology

•Mr Ben Mayor, English, Manager EIC strategies CAD/CAM

•Mrs Betty Miller, American, Ron Gordon's secretary

•Mr Stephen Simpson, English, Sales Manager

•Mr John Smith, American, Chief Engineer Manufacturing Engineering

•Mr Gerd Strohm, English, Platform Manager Project M–Car

•Mrs Christine Strohm, Austrian, Adrian Williams's secretary and Gerd Strohm’s wife

•Mr Adrian Williams, Canadian, Director Body Engineering

•Mrs Hua Zhang, Chinese, Manager Marketing

Other jobs and positions outside:

–Mr Roy Armstrong, Headhunter

–Mrs Charlotte Bauer, David Bauer’s wife

–Stephen Bauer, son of Charlotte and David Bauer

–Jane, Stephen Bauer’s girlfriend and wife

–Mrs Henriette Gordon, Ron Gordon’s wife

–Steve and Marc Gordon, children of Henriette and Ron

–Mr Peter Schmidt, a German businessman

–Mrs Olivia Newton, English, Peter Schmidt’s secretary

–Bill, boyfriend of Pam Jones

–Mary, girlfriend of Betty Miller

–Girlfriend of Jane, friend of Charlotte, foreman, tramp, applicant, photographer, employer, typist, insurance agent, party guests.

Figure 1.2: View of picturesque Plymouth (above left and right), Selwood plant and plant layout (right bottom)

¹übereifrig

²beleidigend

³gegenseitig