The factors that can influence the business and management activities from the perspective of culture difference are various,which can cover multiple disciplines.They may have strong relationship with law,sociology,education,psychology and so on.In the company where the managers need to face such multicultural issues,it is impossible to gain a straightforward solution just based on the observation of superficial phenomena.In order to understand the difference of culture which can influence the performance significantly,we must have a comprehensive analysis from all aspects.This dissertation tries to dig out the factors which are emerging,along with the new situations in the development process of world economy.Obviously,these new situations will bring new issues,new thinking to the business activities which have the possibility to be influenced by difference between cultures.Previously,the heart of world economy beat with the development of western society.Business activities were running under the impact of western culture.English is the main language which is used all around the world.Even in the circumstance that the activity was not participated by people from native English-speaking countries,English still has its importance.Surely,there are culture difference issues between two western countries.However,eastern countries’ economic vitality had not been exhibited in the economic activities years before.Hence,with the rise of new power,new problems must appear with this new trend.

As the nationality of business partner varies,the strategy on dealing with different culture background should vary as well.For example,both of China and Japan are eastern countries according to their geographical locations; however,the methods on treating these two different countries must be different in the international business operations.It is not difficult to discover that there are a lot of detailed aspects existing under the main theme of cultural differences.In different circumstances,varying degrees of method should be applied on different aspects.At same time,with the rapid progress of this new era,the solutions for cultural differences is also need to be adjusted even the business partner’s nationality hasn’t changed.This is the new situation in the new era.A rational and sustainable enterprise must possess the ability to confront with the new issues which are emerging in the rapidly changing international situation with progressive perspective.

This dissertation uses several typical cases to analyse the existing influence of culture difference which are based on the differences inside western world,the differences between western world and developed eastern countries and the differences between western world and rapidly developing eastern countries.It is eager to figure out the new changes of influence of culture difference on business operations with the new trend of new era.There are two questions that will be analysed within this dissertation.First,what differences are there between the influence on two different western countries and the influence on different western country and eastern country?Second,have this difference developed that cannot deal with the new business activities between the raising China and the other part of this world,and what are these differences and new trends?The reason why these questions should be asked is that Chinese culture is a strong on which has continually lasted for 5000 years which even influenced Japanese culture significantly.Japanese culture is very good at learning advanced culture such as Chinese culture in ancient time and Western culture in modern time.Does Chinese culture has the same potential that being involved into western culture or,contrarily,influence the western world’s business culture?

1.4 Dissertation structure

This dissertation will analyse these questions based on representative cases and figure out the influence factors hidden behind all the phenomena.Besides,based on this analysis,this dissertation will carry out the comparison between previous international business partners and new emerging partners in order to figure the new problems and new trends.In section 2,related works and literature reviews will be addressed.In section 3,the related case study will be presented which could be divided into two parts that covers different situations.In section 3,the reasons and main factors will be enumerated and analysed based on section 2 and section 3.Based on all of these discussions,the comparison between new Chinese trend and previous understanding on influence of culture differences to international business operations will be presented in section 5.New problems and new views will be introduced in this section as well.Finally,the section 6 is conclusion.