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Upon leaving the UAE, Kevin felt exasperated and defeated. He hadn't been able to receive the thorough interrogation of the materials for which he had so carefully prepared. His progress toward closing the deal was exactly where it was when he left the US: nil.
离开阿联酋时，凯文感到既恼火又丧气。对于自己精心准备的材料，他根本就无法获得对方的详细询问。至于完成这项交易的计划，则与他离开美国时毫无二致：零进展。
The above case is a classic example of how a friction between different cultural expectations causes delay that, if not handled appropriately, will bring the deal to an abrupt end and leave both sides reeling. The substantial loss of revenue can never be refunded and can leave a struggling company falling without a parachute.
上述例子很经典，它说明了不同文化期望值之间的冲突会如何导致延误。这种延误若未能恰当处理的话，就会使一笔生意戛然中断，让双方都不知所措。所造成的巨大的收入损失永远无法弥补，甚至还会让一家在困境中挣扎的公司突然倒闭，就像没用降落伞从高空坠落一样，毫无缓冲。
Kevin made the mistake of assuming that the "certifications" involved in sealing the deal were in his briefcase. He charged into the meetings like a bull. For many cultures, a person's certifications are established not only by their accomplishments, their education and abilities, but also by more personal connections. In this case, the UAE partners wanted to know if Kevin was a good man, a family man, a trustworthy man. This type of rating establishes a trusting relationship for them. Had Kevin patiently taken the time to establish relationships, he would likely have been asked to share his carefully prepared documents and have closed the deal.
凯文错误地以为，生意成交只要靠自己公文包中的各种证明文件就行。他风风火火地去参加会谈，就像一头误打误撞的公牛。但对于很多文化来说，一个人确立自己的资质不仅要靠业绩、教育背景或个人能力，而且要靠更多的人际交往。在这一例子中，阿联酋合作伙伴很想知道的是，凯文是不是个好人，是不是个顾家和值得信赖的人。对他们而言，这种评判能够确立双方之间的信任关系。如果凯文当初能够花些时间耐心地去经营一下双方关系的话，他们也许就会让他介绍一下精心准备的材料并完成交易了。
Sociologists agree that another key aspect influencing global business is the concept of face. Cross-cultural differences in the way we save face impact our perceptions of trust and respect, which in turn impact our relationships and group cohesion.
社会学家一致认为，影响国际商务的另一关键因素是“面子”。在“顾面子”的方式上，跨文化差异会影响我们对信任和尊重的看法，而这种看法反过来又会影响人们之间的关系和团队凝聚力。
Take the example of Ann, a US manager who took a reactionary approach to cultural differences. Ann thought being a nominee for the leadership position with a sales team based in Singapore was a climax of her career. Ann tried to establish a working relationship with each team member. After a few weeks of working on team unification and solidarity, presenting guidelines, and offering sales advice, she carefully compartmentalized goals for each member of the sales team.
以一位叫安的美国经理为例。安对文化差异采取了一种保守策略。她被提名为一个设于新加坡的销售团队的领导，她将此看作自己事业的一个顶峰。安努力和每一位团队成员都建立良好的工作关系。她花了数周时间致力于建立团队的统一性与凝聚力、介绍工作原则、提出销售建议，之后她为销售团队的每位成员精心设定了分块目标。
