With the rapid development of globalization and our nation’s economy, especially the success of bidding the Olympic Games and joining in the WTO, China, as the biggest developing country in the world, has been a business partner with America, the most developed country. What’s more, trades between them attract worldwide attention. However, in the business activities, both frequently feel the collision and conflicts caused by culture difference between two countries. The values as the core aspect in a nation’s culture make a great effect on businesses. To negotiation, which is one of the most important links in business activities, the influence shows clearer than other links. Moreover, as two basic orientations of values, the contrast between individualism and collectivism affects the business negotiation seriously. Finding out their difference enable us to decrease the misunderstandings and barriers.
As a result, this article will analyze the main characteristics of individualism and collectivism firstly, then approach the subject how their discrepancies effect the Sino-America business negotiation on the former basis, expecting it can offer some real reference to the future business negotiation.
【Key Words】Values; Individualism; Collectivism; International business negotiation; Influence