Research On The Mechanism Of Resolving Cross-Cultural Conflicts From The Perspective Of Embeddedness Theory

Cultural difference is one of the biggest factors that hinder enterprise internationalization process.Throughout the business process of most multinational companies of our country,there are many successful cases,such as Shenzhen Huawei Co.,LTD.,there are also many failed cases,such as SAIC’s acquisition of Shuanglong group.Therefore,in order to fundamentally solve the problem of cross-cultural conflicts caused by cultural differences,the academic community tries to seek the optimal solution through the theory of cultural dimensions,but most of them only study the cultural differences,the mode of cultural integration and the strategy of cultural integration statically,without in-depth discussion on the whole process of cross-cultural conflict resolution and the internal mechanism of the process.Taking Fuyao Company as an example,based on the perspective of embedding theory,this paper use the grounded theory to code and extract3 core categories,6 main categories,13 sub-categories and 31 main concepts.The research shows that:(1)The whole process of resolving cross-cultural conflicts is composed of six elements: cultural heterogeneity,cultural potential difference,cultural conflict,conflict management strategies,cultural reinforcement and influencing factors.(2)From the perspective of cultural embeddedness,cultural heterogeneity is divided into value-oriented heterogeneity and management norm heterogeneity,and identify the corresponding strategy.(3)In the process of resolving cross-cultural conflicts,it is not only at the level of consistency between management norms and values,but also needs to pass corresponding tests,strengthen promotion and implementation,and constantly iterate and update,so as to finally achieve the goal of cultural reinforcement.The theoretical contribution of this paper is to introduce the embedding theory into the relevant research on resolving cross-cultural conflicts in the operation process of transnational corporations,and to provide a new theoretical perspective for explaining the internal mechanism of how transnational operations resolve cross-cultural conflicts.Besides,this paper also explains the concrete process of solving cultural differences in transnational operation of Chinese enterprises,and reveals the three stages of resolving cultural conflicts under the mechanism.From the perspective of practical significance,this paper has enlightenment significance for Chinese enterprises to overcome cross-cultural conflicts.