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sterners can help us to make equal and wise decision based on practical situation．
People from oriental and western culture have different views on time，and even people from the same culture but different countries would probably have different point of views．For instance，Spanish and Dutch are from the same cultural system，but they do not think alike about the time．Dutch are very punctual，while the Spanish are rarely on time．As a result，discord may arise as well between negotiators who are from these two countries．
There are many different kinds of truth in the world，and the source of“truth” for a culture can heavily influence business transactions．Generally speaking，there are mainly two kinds of truth，objective and subjective. To achieve a successful business negotiation．It is important to understand the form of evidence or truth of the culture you are doing business with prefers．We will use the former method to analyze this fact. 
The role of women in international business is an other area of particular importance in cross-cultural communication．As you might suspect，that role is directly linked to the values of each culture．For example, there are many countries where customs，attitudes，and religion are hostile to women in business and there is no question that international business negotiations am dominated by men．Even in the
United States，women are seldom found at the CEO level．Women，however, constitute a large proportion of the world’s workforce and therefore demand our attention.
International business negotiation and culture are inseparable and the disparity of the culture will be the largest challenge for Chinese enterprises to gain access to the international market，and for foreign founded companies to accomplish Chinese market access．Therefore，negotiators should possess the fundamental knowledge about the cultures of their counterparts．
C.  Lack of the knowledge of Business negotiation Principle and  Etiquette
In business negotiation, there are many things to be noticed, and from the above failing cases, we can see that the fail mostly depend on the lack of knowledge of business negotiation principle and etiquette, so we should pay much attention to the principle and etiquette of the business negotiation.
According to this, all participants of the business negotiation must adhere to some basic conversational principles or social norms to succeed these social interactions, of which the most important ones are the cooperative principle, the politeness principle, and the face theory.
In the observation of the successful speech communication, it is said that, addressors and addressees observe a behavioral dictum in ordinary conversation, which is the cooperative principle. In every successful and effective conversation, the participants must first of all be willing to cooperate; otherwise, it would not be possible for them to carry on the talk. This general principle is called the cooperative principle, which is based on the belief that human conversation is not made up of utterances irrelevant to each other; on the contrary, in order to communicate with each other smoothly; the conversational partners will voluntarily observe certain pragmatic principles, such as “Make your conversational contribution such as is required, at the stage at which it occurs, by the accepted purpose or direction of the talk exchange in which you are engaged”.
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