Neil Payne, a cultural scholar, said (Quest & Lakhani 2004): “One could say that business is business in the West and business is personal everywhere else. Thanks to its simplification and stereotypes, the complex issue of corporate culture seems to be easily resolved. However, the simplistic generalization between East and West ignores the great influence of progress, regional variations and diverse business cultures on cross-cultural business communication. Without practical relevance, his argument is clearly untenable. First, in the context of increasing economic globalization, business in the East and West has changed dramatically over time. Cross-cultural studies have claimed that people from Western and Asian cultures are likely to misunderstand each other (Samovar & Porter, 1997). The East-West stereotype is more or less influenced by Payne's static cultural worldviews (Said, 1978). Indeed, the widespread cultural fusion brought about by globalization has reduced the differences between Eastern and Western business cultures. According to Hall's notions of low context and high context (1959), Shenxin Import & Export Co., a local Chinese company, was a high context communicator since it had the habit of establishing close and personal relationships with its trading partners before they actually do it. closed the deal. However, after the introduction of cost-effective access to foreign suppliers and buyers, such as online meetings and conference calls, the long face-to-face communication is quickly abandoned while effectiveness and efficiency are deeply appreciated by the direction. The new mode of business communication adopted by Shenxin demonstrates the significant characteristic of a...... middle of paper ...... and American companies have also faced a significant culture shock. A lesson from this case is that if a company, no matter in the East or West, wishes to establish close relationships with other companies, it must be aware of the cultural backgrounds of its counterparts. Business is business in the West, and business is personal everywhere else,” may facilitate a rudimentary understanding of complex cross-cultural business communication, but this may not be true in all circumstances. It's dangerous to take business stereotypes for granted because there are always individual exceptions. Therefore, experienced businesspeople should be able to first employ measured cross-cultural generalizations and then construct a more nuanced picture of cross-cultural communication when dealing with business matters..