Factors Affecting Business Culture

- Career awareness: Is the psychological state of the worker towards the job such as loving the job, being enthusiastic about work, having a sense of responsibility or being lazy, bored...

- Views on education and training: Is the attitude towards education such as the tradition of studiousness or lazy attitude, disregarding the role of studying in work...

- Ability to grasp and solve problems: Is the ability to adapt to circumstances, the ability to approach and solve problems of the entrepreneur. This is an important factor that greatly affects the business.

b. Production and business culture

This factor includes:

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- Production and business methods: Is the issue of applying scientific and technical achievements to the production and business process to what extent, how effective...

- Discipline and organizational spirit: How do employees comply with discipline and rules of the organization, seriously or not...

- Solidarity and community spirit: Is the bond between members of the enterprise as well as between the enterprise and the community. Community spirit is often very high in Asian countries and lower in European countries.

- Consumer psychology: Consumer psychology affects people's purchasing decisions and therefore affects businesses' business decisions.

- The relationship between workers and means of production: The ability to use means of production as well as the ability to grasp technical know-how of workers and the ability of staff to adapt to the business environment.

c. Organizational culture in business management

This factor reflects the business, management and operation style of the enterprise:

- Management organization scale: How is the management apparatus of the enterprise organized? Some enterprises are organized in a compact structure, easy to operate and manage, but there are also enterprises with a cumbersome and complicated organizational structure. This partly reflects the business style of the enterprise and has a great influence on business results.

- Management and operation method: Depending on each specific enterprise, the issue of management in the form of decentralization or centralization is appropriate and promotes production and business efficiency.

- Personnel selection and treatment: Human resources are an important factor for the development of the enterprise. Business culture can only play its role as a humane management style when it respects the role of human resources, promotes the self-awareness and creativity of the staff of the founders and leaders of the enterprise. If the enterprise takes this issue lightly, it cannot attract outstanding individuals, cannot foster the spirit of employee commitment and therefore it is difficult to develop sustainably.

d. Communication culture

- Behavioral culture: The behavioral style of a businessman is influenced by many factors and plays an important role when contacting and meeting with partners and customers. Therefore, businessmen need to cultivate behavioral skills to be sensitive and flexible in all situations.

- Ability to handle social relationships: Is the ability to analyze and handle situations of each individual in the complex relationships that business poses. This ability is somewhat innate but can still be trained.

- Working style of staff: Reflects the personal cultural level and business culture of the entire enterprise, affecting work performance as well as corporate image.

1.1.2.3. Characteristics of business culture

Business culture is the culture of a specific field in society, a part of national culture. Therefore, business culture also has all the common characteristics of culture such as custom, community, nationality, subjectivity, objectivity, inheritance, learning and evolution.

However, business is an activity that has different characteristics compared to other activities such as politics, law, etc., so business culture also has its own characteristics that distinguish it from the culture of other fields. This is clearly shown in the following two characteristics of business culture:

- Firstly, business culture appeared with the emergence of the market . If culture in general (social culture) was born at the dawn of human society, business culture appeared much later. Business culture only appeared when commodity production developed to the point that business became a popular activity and officially became a profession, at that time a new class of businessmen was born in society. Therefore, in any society, when there is business activity, there is business culture, whether the members of that society are aware of it or not. And business culture is formed as a system of values, behaviors that are characteristic of members in the business field.

- Second, business culture must be consistent with the business level of the business entity . Business culture is the expression of talent, style and habits of businessmen, so it must be consistent with the business level of that businessman. For example, the views, attitudes and styles of Vietnamese businessmen in the agricultural and self-sufficient economy period certainly cannot be too agile and sharp, and when they have shifted to a market economy, their slow and sluggish style cannot last long.

We cannot judge the culture of another country as good or bad, nor can we judge the business culture of a business entity as good or bad, because the problem is that business culture is always appropriate to the level of business development. Therefore, it is necessary to learn to accept and learn the business culture of different business entities in the market in order to cooperate, integrate and develop, especially in the current globalized environment.

1.1.2.4. Factors affecting business culture

1.1.2.4.1. Social culture

Business culture is a part of national culture and social culture, so the reflection of national culture and social culture on business culture is inevitable. Each individual in a business culture depends on a specific national culture, with a part of their personality following the values of national culture. The level of emphasis on individuality or collectivity, the hierarchical distance of society, the flexibility of transition between social classes, the opposition between masculinity and feminism, caution, etc. are elements of social culture that have a very strong impact on business culture.

At the same time, business activities always exist in a certain social environment, so it is necessarily influenced by social culture. Each social culture has its own unique values and has specific consequences for business activities. For example, discipline and loyalty in Japanese enterprises, dynamism, creativity and modernity in American enterprises, friendliness in Russian enterprises or coldness in German and British enterprises.

1.1.2.4.2. Social institutions

Social institutions include political institutions, economic institutions, administrative institutions, cultural institutions, government policies, legal systems, etc.

Factors that directly affect the business environment and thereby deeply affect the formation and development of business culture.

Government policies and the legal system have a great influence on business strategies and internal relationships of business entities.

In addition to factors related to government policies and legal systems, the market economy itself has also set requirements for the development of business culture. In a market economy, business units must conduct activities to achieve the highest revenue at the lowest cost. To achieve this goal, it is essential that business entities have knowledge and culture to exploit and use scarce resources such as capital, resources, labor force, science and technology in the most effective way. At the same time, competition in a market economy also forces business people to have ethics, respect for people, have a clean life, have an independent style, be dynamic and creative, have the spirit of daring to think, daring to do, daring to accept risks, daring to take responsibility for the results of their activities - that is the cultural mettle of business people in a market economy. However, the market economy also has a negative impact on business culture because the market economy itself is the land of individualism, immoral pragmatism, especially stimulating communication activities with behaviors aimed at achieving personal benefits, the lifestyle of "for profit, forsaking morality", "benefiting oneself to harm others" still exists widely. The relationship between people is often evaluated through means such as wealth, power, so it causes certain disturbances in human love and human morality.

1.1.2.4.3. Cultural differences and exchanges

Across countries, business entities and individuals within a business unit never have the same homogeneous culture. While American culture values individualism and straightforwardness, Asian culture values conformity to social rules. Cultural differences

can be a source of tension or lead to cultural conflict (especially in joint ventures). This conflict has a strong impact on the formation of a suitable business cultural identity.

In today's international business environment, business entities cannot maintain their culture as a closed territory but must open up and develop cultural exchanges. Cultural exchanges create conditions for business entities to learn and select good aspects of other entities' cultures to strongly develop their own corporate culture. On the other hand, the process of learning and exchanging cultures makes business entities understand more about their own culture, thereby influencing business activities.

1.1.2.4.4. Globalization process

The process of globalization and internationalization of the economy has contributed to the strong development of business activities. This process opens the door for economies to integrate with the world economy, creating conditions for entrepreneurs to have the opportunity to fully develop their abilities, improve their business skills to suit the requirements of the market. In the process of globalization, exchanges between business cultures take place, adding new values to the business culture of each country, enriching the treasure of business knowledge, knowing how to accept common rules of the game, common values to cooperate and develop together. At the same time, in this process, traditional cultural values of countries are aroused, honoring the name of that country in the world market.

Business activities are increasingly global, international competition is increasingly fierce, requiring business entities to exploit strengths, of which culture is a typical example. The global economy makes the business environment change faster and raises cultural standards, which requires entities to build an adaptive culture.

have high confidence to compete successfully. Otherwise, they will not survive.

1.1.2.4.5. Customers

Business entities exist and develop not for immediate profits but for long-term and sustainable profits. As contributors to revenue generation, customers also play a very important role in creating long-term and sustainable profits for business entities. Especially in modern society, customers do not buy pure products, they want to buy values, they make decisions based on cultural context, not simply decisions of a profit-and-loss nature. Customers are increasingly demanding, they have their own personalities, thoughts, and positions, which means they have their own culture. The more modern life is, the more developed the way of doing business is, the more freedom they have in their choices. Therefore, the needs, aesthetics, and economic level of customers directly affect the business culture of business entities.

1.2. INTERNATIONAL TRADE NEGOTIATIONS

1.2.1. Negotiation

1.2.1.1. Concept

Negotiation is a social phenomenon, a form of communication with high purpose to satisfactorily resolve problematic situations between groups or individuals in social or community life.

The concept of negotiation is very broad. Etymologically speaking, in Vietnamese, negotiation means to discuss (đàm) and make a joint decision (phan). In English, the word negotiation is a Latin word (negotiation), meaning business exchange. The Encarta'96 Encyclopedia (USA) defines negotiation as the act of:

1/ Negotiate with one or more parties to reach agreements 2/ Arrange the method of exchange through a contract

3/ The transfer of ownership by law or in fact to one or more other parties in exchange for the values to be received

4/ Successfully complete and resolve process issues.

Thus, according to Encarta'96, negotiation is a multi-stage process, starting with negotiations and ending with the actual resolution of the negotiated issues. This means that if the negotiated issues have not been successfully resolved in practice, the negotiation process has not ended. This concept is quite consistent with the etymological origin of the word negotiation (negotium: business exchange).

In the research literature on negotiation, theorists all acknowledge one thing: negotiation is a reality of life that is present everywhere, not just in the field of business exchanges. In daily life, negotiation is present everywhere and at all times. People always negotiate even when they do not know they are doing it. Thus, the concept of negotiation needs to be expanded to include activities in daily life.

To date, there has been no consistent definition of negotiation. Joseph Burnes considers negotiation to be a discussion between two or more people to reach a common goal of reaching agreement on issues that separate the parties, but neither party has the power - or has the power but is unwilling to use it - to resolve those issues . This concept considers the cause of negotiation to be conflict and the purpose of negotiation to be to resolve conflicts by avoiding the use of force.

Roger Fisher & Willam Ury look at negotiation from a different perspective, considering negotiation as a basic means of getting what we want from others. It is a back-and-forth communication process designed to reach an agreement when we and the other side have interests that can be shared and interests that are opposed. Thus, according to Roger Fisher & Willam Ury, the reason

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