Negotiation

1. Global Negotiation
Cross-cultural Communication

3. • A crucial element that has to be examined in international
negotiations is cross-cultural communication.
• The various methods and styles of communication used across the
globe can vary to the point of non-communication.
• In addition, communication reception methods can be radically
different in contrasting cultures

4. • Non-communication takes in our own hometown and even in our
own homes
• When we span international borders, the percentage of encounters
resulting in non-communication is often multiplied by a factor of 50
• Language barrier exist when borders are crossed.
• Yet even when two individuals are both fluent in the other’s languages, a
massive amount of non-communication can take place if each is not cognizant
of how communication is delivered, analyzed and processed in the other
party’s country.

5. Context
• A critical component of international communication is the “context”
of the communication
• Culture’s impact on language is classified on a scale from “low context”
to “high context”

6. • “Low context” can be defined as a direct and explicit manner of
communicating
• Less emphasis is put on personal relationship, risk taking is more
common
• Non-verbal communication is not a critical part of the communication
process
• E.g.: Switzerland, Germany, Sweden, the United States and the United
Kingdom

7. • High context can be defined as an indirect and vague manner of
communicating.
• A great deal of emphasis is placed on personal relationships, usually a
high level of uncertainty avoidance exists

8. • Non-verbal communication is critical part of the communication
process
• The concept of “saving face” is very important, conflict is avoided, and
communicators usually share common experiences and
understandings
• A sharing of common experience and understanding is necessary for
communication to take place in high context cultures

9. • Vagueness is also part of this style of communication
• Thus there is the necessity of a mutual understanding of each other’s
gestures, slang, indirect statements, and methods of expressing ideas
• The major factors enabling efficient communication to take place in a
“high context” culture is the homogeneity of the culture’s members
and a high level of familiarity that often exists between
communicators

10. • When the members of the culture are homogenous, the likelihood of
understanding each other’s style of communication is increased.
• The importance of personal relationships tends to be part of “high
context” cultures and efficient communication depends upon this
familiarity.

11. • The concept of “ saving face” refers to the avoidance of public
humiliation. When an individual is embarrassed publicly he loses
“face.”
• Almost all countries that are “high context” cultures place an
emphasis on saving face.
• France is one of the few exceptions. In France, “saving face” is not
very critical

12. • However, the French tend to be “moderate to high context” culture.
• Countries that typify “high context” and put an emphasis on “saving
face” are Japan, Saudi Arabia, China, Korea, Mexico, Brazil, and the
Philippines.

13. • Building relationship during international negotiation is usually based
on discussions that do not address business issues.
• These types of discussions will be referred to as “non-task sounding”,
“relationship building”, “non-substantive discussions”, “non-directive
discussions”.
• Discussions related to business will be referred to as “ substantive”,
“task-related”, or “business-related” discussions.

15. Non-verbal Communication (kinesics)
• Critical part of communication message in the majority of today’s
cultures
• Hand gestures or emblems convey a wide variety of messages
• However, these messages may have an entirely different meaning in
different countries.

16. • E.g.: the O.K. sign if turned downward is vulgar to a large portion of
the world’s population.
• The firm macho handshake is preferred by Germans and U.S. business
people.
• In the Philippines , handshakes are weaker which has no bearing on
Filipino’s character.

17. • In Brazil, hand gestures are critical part of communicating.
• Brazilians often speak simultaneously.
• Thus, non-nonverbal communication is an important communication
medium, because one is often fighting for the floor and others may
not be able to hear the entire message.

18. • It is not unusual to see Brazilian’s gesturing and talking in an
aggressive and demonstrative manner.
• Brazilians can recognize over 100 gestures as having a specific
meaning.
• Gesturing is a common and well-understood method of
communicating in Brazil

19. • The Japanese also communicate via a great deal of non verbal
communication.
• Their method of non-verbal communication is very subdued.
• They are taught to present a positive façade under all types of
situations to hide conflict and embarrassement.

20. • Their expression is subdued and rarely exposes their teeth.
• E.g.: Japanese women cover their mouth when conversing or while
sitting/standing in public to avoid exposing their teeth
• The manner they cover their mouth determines whether or not they
are hiding embarrassment, politely laughing. Etc.

21. • The Japanese are known to be masters of the art of detecting
meaning from “facial expressions”
• Non-verbal communication is a critical part of the communication
message in Japan because it is a very “high context culture”
• Movements are to be slight and expressions should be hidden or
disguised to avoid losing face

22. • Other forms of non-verbal communication include body or hand
movements, eye contact, and posture,
• All of which may communicate a message, punctuate an important point, or
display a particular emotion.
• E.g.: crossing one’s leg or arms often indicates a defensive position,
pointing a finger in the air may indicate significance, and looking at
the floor often indicates subservience, depression, or discouragement.

23. • Eye contact is a critical part of communication in the U.S. and most of
Europe.
• There, they expect people to look at them when conversing.
Avoidance of eye contact implies the communicator is lying.
• However, eye contact is seen confrontational in most of Asia and the
Middle East.

24. • It is appropriate to look at someone approximately 30% to 60% of the
time in the U.S.
• To a North American, eye contact levels that falls below the 30% mark
indicate disinterest or deceit, while eye contact levels exceeding 60% ,
and or pupil dilation indicates an interest in the person being viewed,
not the conversation.

25. • The level of eye contact may reach only 10% in Japan, China, and
Saudi Arabia, while in Brazil eye contact levels may exceed 90%.
• The “steady Brazilian gaze” is often used when describing the level of
eye contact used in Brazil

26. • Body orientation, erectness, and posture also communicate messages
• A slouched body posture usually indicates a lack of confidence
• An expanded chest, a protruding jaw, clinched hands, and arched
back and shoulders indicate aggression

27. • Most of the world considers it vulgar to ret one’s foot upon one’s
knee.
• To be on the safe side, one should always keep feet on the floor
during international business dealings
• It is a good idea to “mirror” counterpart’s body posture and
positioning during exchanges of information

28. • U.S. companies teach their salespeople the strategy of “mirroring”
which also applies to international encounters.
• It is also a good idea to sit straight in international settings.
• The rest of the world does not share our view of informality and
comfort as a way of expressing positive feelings.

31. Communication Styles
• How close should one stand (proxemics) in an international setting
when conversing?
• In the U.S. it is an arm length (i.e., 3 feet, or 2 meter – sometimes
slightly less for women) when conversing.
• Most Asian countries prefer 1.5 meters for same sex conversations
and 2 meters for opposite-sex conversations

32. • Latin Americans prefer a distance of two feet while conversing
• Saudi Arabians prefer a distance of 6 to 12 inches while conversing.
• Proxemics preferences vary a great deal across cultures

33. • To touch or not to touch (haptics) also varies.
• In the U.S., it is permissible for men to touch other men on their
shoulders, arms and hands in a business setting.
• It is also allowed for women to touch other women on their arms and
hands.

34. • It is also permissible for men to shake women’s hands in a business
setting
• In the U.S. it is also permissible for women to touch men on their
shoulders, backs, arms, and hands in an informal business setting,
although caressing is viewed inappropriate.

35. • Styles of touch vary across cultures:
• Indian males often hug each other while simultaneously exerting a
firm slap upon each other’s back
• Handshakes between women and men are the exception, not the rule
in international business settings

36. • The French, Italians, and Brazilians kiss each other when greetings
• It is best to keep one’s distance in Asia. It is also best to keep one’s
distance from the opposite sex in international settings
• It is acceptable to be very close, friendly and “touchy” in the Middle
East when conversing with the same sex (also in Brazil, Italy, Argentina
and Mexico.

37. • Vocalics ( pitch, loudness, tones, rates, and pauses) have different
meanings in international circles.
• Loudness in Saudi Arabia means sincerity.
• Loudness Malaysia means insincerity. Soflty spoken statements
indicate importance and sincerity in Malaysia.

38. • In the U.S. a pause is made to emphasize a point.
• Pauses just don’t exist in Brazil. If you pause, you will lose the floor
• Arabs love spirited and enthusiastic conversations.
• In most of Asia, long pauses are a way of life and silence is
appreciated.
• Asians are quickly tired of people who speak continuously.