Chapter 2

Merging Culture With Negotiation

There is a lot of research about the influence of culture on business negotiations. However, while everybody knows that culture and cultural differences exist, not many have experienced it to know what they are really talking about. “Culture is like gravity: you do not experience it until you jump six feet into the air” (Trompenaars and Hampden-Turner 2006, 5). This chapter explores the main cultural dimensions, as defined by the most relevant researchers who specialize in cultural understanding. You will see how pervasive culture is in people’s lives and its undeniable impact on negotiation.

What Is Culture?

There are more than 250 scientifically validated definitions of culture. The irony is that this ...

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