In a globally connected world characterized by diversity, there exist different approaches towards negotiation, which are dependent on people’s respective culture.

We believe there is a significant impact of culture to negotiation processes, and by exploring three culture types – Dignity Culture, Face Culture and Honor Culture – we can better understand it all.

It is quite natural to top management people, to stimulate brainstorms about how to negotiate with people from a very different culture. Most negotiations in today’s globally connected world take place in a multinational context.

While this has brought us all closer, at the same time it has added to the anxiety of business executives when they are dealing with cultures with which they are not very familiar. Most of the executives highlight culture as a very important factor as far as negotiations are concerned.

A negotiation is primarily an interaction that someone has with one or more counterparts to satisfy a particular need and thereby gain an advantage or claim something. Negotiating is basically a relationship between an individual’s style of negotiation, and that individual’s interpretation of the situation.

Culture influences both the individual’s style of negotiation and the way negotiators interpret situations, and their counterparts’ behavior. Negotiation literature identifies two paradigms to define very distinct negotiation situations and styles – namely:

  1. distributive or competitive negotiations, and
  2. integrative or collaborative negotiations.

A competitive situation is one where the negotiator has to get the best outcome at the cost of the counterpart’s position. Competitive negotiations are also known as positional bargaining because of the excessive focus on positions during such negotiations.

On the other hand, collaborative negotiations are also known as interest-based negotiations or integrative negotiations because the focus is not really on asking the counterpart to reduce his or her expectations but, rather, the focus is on finding the best solution that will improve the payoff of both parties.

Culture has a strong impact on negotiations. Each culture has a cognitive component, which deals with the different values that the culture espouses (like what is acceptable and what is not, what is right and what is wrong), and a normative component (like how to sit, how to greet people, how to eat, what to say, what not to say, etc).

Culture influences the way the negotiator prioritises his or her interests, and culture also dictates how the negotiator asks for what he or she is seeking.

Traditionally the world was seen as East vs. West. The Western hemisphere had a uniform concept of the East and vice versa. However, in the 20th century this prototype was replaced by a more East-middle-West cultural prototype. Cultural psychologists divide the world into three prototypes and each one has a strong bearing on negotiations. These culture types are dignity culture (Western culture), face culture (East Asian culture) and honour culture (Middle Eastern, Southeast Asian and Latin American cultures).

Dignity culture is the cultural prototype of the Western hemisphere. Dignity culture societies are more egalitarian and hence the self-worth of an individual is self-determined. Since self-worth is independent of social status and does not depend on social opinion, it is also possible that negotiations will focus more on individual welfare. In such cultures, retaliation is less common because of the lower dependence on others for self-worth. At the same time, greater importance is attached to trust and reciprocity. In addition, due to the influence of Greek philosophy and especially Aristotelian logic, a highly-analytical approach can be seen in negotiations.

Face culture is the prototype of East Asian societies. The main feature of these societies is collectivism. Self-worth is socially conferred and depends on a person’s relative position in a stable social hierarchy. The atomistic unit of society in a face culture is the family. Hierarchies and social relationships are very important in face culture. As a result, there is less confrontation in negotiations, while interactions are more indirect and impersonal. Interpersonal trust is important in face culture but this trust does not merely emanate from interpersonal interaction – rather, it also depends to a great degree on institutional approval. Some scholars even argue that forms of institutional surveillance (e.g., surveillance by the family, community, Church, etc.) serve as reliable external guarantors of individual behaviour. Another interesting characteristic that has a huge influence on negotiations is the holistic mindset of individuals in face culture. When negotiators analyse a situation, they focus both on the problem and on the context in which it is embedded. Many executives tell us that almost every negotiation in a face culture becomes a multi-issue negotiation.

Honor culture societies are probably the most diverse, which is why it is more difficult to identify the precise prototype of honour culture. Self-worth has been seen as a combination of an individual’s assessment of his or her value in society and socially-conferred value. In other words, it is important to have social approval of individually determined self-worth. In honour cultures, societies tend to be hierarchical but these hierarchies are not always stable and so they need to be established. For negotiation, this is a very important issue. In a negotiation in honour cultures, there is an increased possibility of a confrontational approach. Hence negotiations in honour cultures at times rely more on the argumentative brilliance of negotiators and not only on their trustworthiness.

Having gained an understanding of these three cultural paradigms, we must also understand that culture is not a static and stable construct. So many countries in the world today have education systems that are highly influenced by European education systems.

Many young men and women relocate to different parts of the world to pursue higher education, develop their careers or simply to benefit from new experiences. As a result, across the world there has been a great degree of cultural exchange. The framework that has been shown in this teaching note aims to help us understand one another better. Scholars of cross-cultural research have been working very hard to separate cultural stereotypes from cultural knowledge.

This is why we strongly advise all negotiators not only to make an effort to understand the cultural nuances of their counterparts but never to undermine the importance of the individual with whom they are dealing. Negotiations are strongly influenced by individual needs and insecurities.

Culture influences the way these needs are expressed and prioritised but this does not mean the basic needs of negotiators are absent. After all, across the world, a smile is always sweet and tears are always salty.

Author

Braver is a world class Brazilian company specialized in foreign trade and international affairs. We are pioneering in applying the concept of sustainability to foreign trade projects. We offer high quality premium nutrition and wellness products from Latin America to the world. We share know-how in specialty chemicals, pharmaceuticals, works of art, renewable energies, textiles, high-tech machinery, equipment and engineering solutions.

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