CHAPTER 2

Role of Culture in Cross-Border Negotiations

Credibility is essential in cross-cultural negotiations

—Anonymous

In a globalizing world, companies operate in a multicultural environment. Even when people from other nations may seem to present a similar perspective, they are different in many ways, defined by their cultures. Even if they speak English, they view the world differently. They define business goals, express thoughts and feelings, and show interest in different ways. Culture is a deep-rooted aspect of a person’s life that is always present. No manager can avoid bringing his or her cultural assumptions, images, prejudices, and other behavioral traits into a negotiating situation.

Culture includes all learned behavior and values ...

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