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Mind and Heart of the Negotiator, Second Edition, The by Leigh L. Thompson

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Cultural Values and Negotiation Norms

Cultures can differ in many dramatic ways. Next, we identify three dimensions of culture, following Brett (in press; see Table 10-1):

  • individualism vs. collectivism

  • egalitarianism vs. hierarchy

  • direct vs. indirect communication

Table 10-1. Dimensions of culture
Cultural Dimension
Goal: Individual versus collective orientationIndividualists/Competitors: Key goal is to maximize own gain (and perhaps the difference between oneself and others); source of identity is the self; people regard themselves as free agents and independent actors. Collectivists/Cooperators: Key goal is to maximize the welfare of the group or collective; source of identity is the group; individuals regard themselves as group members; focus ...

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