Culture and Negotiation As the world becomes smaller because of advances in technology, the globaliza- tion of business and the economy, and global threats concerning the environ- ment and terrorism, the ability to negotiate effectively across cultures becomes increasingly important. Understanding cultural differences relevant to negotiation is therefore vital. m Table 8.4 lists some common assumptions made by negoti- ators from Western, individualistic cultures that are not always shared by repre- sentatives from other cultures.
Consider, for example, our statement that good communication is a key ingredient in successful negotiation. Communication across cultures can present special challenges. Whereas an individ- ualistic perspective emphasizes direct communication and confrontation, a col- lectivistic perspective emphasizes more indirect communication and a desire to avoid direct conflict. Whereas individu- alistic negotiators may emphasize ratio- nality, collectivistic negotiators have a greater tolerance of contradiction and emotionality—although collectivists pre- fer emotionality that is not confronta- tional. Negotiators from individualistic cultures are more likely to respond with a direct “no” to a proposal than are col- lectivists; negotiators from collectiv- istic cultures are more likely to refer to social roles and relationships than are individualists.
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