Matakuliah : J0474 International Marketing
Tahun
: 2009
Negotiating with International Customers,
Partners, and Regulators
Chapter 23
Learning Outcome
• The Dangers of Stereotypes.
• The Pervasive Impact of Cultural on
Negotiation Behavior.
• Implications for Managers and Negotiators.
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Negotiating with International Customers,
and Partners
Face to face negotiations are an omnipresent activity in international commerce.
The sales of goods and services, the management of distribution channels,
the contracting for marketing research and advertising services, licensing and
franchise agreements, and strategic alliances all require managers
from different cultures to sit and talk with one another to exchange ideas and
express needs and preferences.
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4
The Dangers of Stereotypes
The images of John Wayne, the
cowboy, and the samurai, the fierce
warrior, often are used as cultural
stereotypes in discussions of
international business negotiations.
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The best negotiators
are The Japanese,
because they will spend
days trying to get to
know their opponents.
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The Pervasive Impact of Cultural
on Negotiation Behavior
This section is to demonstrate the extent of cultural differences
in negotiation styles and
how these differences can cause problems
in international business negotiations.
Cultural differences cause
four kinds of problems in
International business negotiations,
at the levels of :
1.
Language.
2.
Nonverbal behaviors
3.
Values
4.
Thinking and
decision making processes.
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6
The Pervasive Impact of Cultural
on Negotiation Behavior
Differences in Language and Nonverbal Behaviors
Japan
Korea
Germany
Brazil
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China
United
Kingdom
Mexico
Taiwan
Spain
French
Speaking
Canada
Russia
France
EnglishSpeaking
Canada
United
States
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The Pervasive Impact of Cultural
on Negotiation Behavior
Differences in Values
Objectivity
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Competitiveness
Equality
Punctuality
8
Implications for Managers and Negotiators
Four steps lead to more efficient and effective
international business negotiations.
1.
Selection of the appropriate negotiation team.
2.
Management of preliminaries,
Including training, preparations, and manipulation
of negotiation settings,
3. Management of the process of negotiations, that is,
What happens at the negotiation table,
4. Appropriate follow-up procedures and practices.
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9
Summary
• Because styles of business negotiations vary substantially around
the world, it is important to take cultural differences into account
when meeting clients, customers, and business partners across the
international negotiation table.
• Four kinds of problem frequently arise during international business
negotiations- problem at the level of language, non verbal behavior,
values and thinking and decision-making processes.
• All around the world business negotiations involve four steps : non
task sounding, task-related information exchange, persuasion, and
concessions and agreement.
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