cross-cultural negotiations b2c-stream
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Cross-cultural Business Cross-cultural Business NegotiationsNegotiations
B2C perspectiveB2C perspectiveEvelyn Grossmann, Victoria Herbst, Anissa
Lenz, Petra Louhimies, Verena Röckl, Carolin
SchmidIntercultural Marketing Management – Stefan Lång – Autumn 2012
Cross-cultural Sales Negotiations - B2C Stream
A typical market place?A typical market place?
...reach an agreement of mutual benefit (Harris and Moran 1987, p. 55)
...reaching a joint agreement (Anjan Dasgupta 2005, p. 2)
...accommodate their conflicting interests into a mutually acceptable settlement (Guy Faure-Olivier 1993, p. 7)
Cross-cultural Sales Negotiations - B2C Stream
What is ”negotiating”?What is ”negotiating”?
Problem – solving
– agreement with win – win situation
– focus on needs and preferences
– high information exchange
fosters long-term relationships
Cross-cultural Sales Negotiations - B2C Stream
Negotiating StrategiesNegotiating Strategies
Competitive
– agreement with win-lose situation
– individualistic & persuasion oriented
• Factual-inductive: persuasion via logic (USA)• Axiomatic-deductive via ideals (Russia)• Affective-intuitive via emotions (Arabia)
Cross-cultural Sales Negotiations - B2C Stream
Negotiating StrategiesNegotiating Strategies
not static business trend to problem solving strategy
Cross-cultural Sales Negotiations - B2C Stream
Negotiating StrategiesNegotiating Strategies
Consideration of the others
Consideration of the own person
Concession Problem- Competitive
solving
process of ”getting to know” each other
emphasis on –status distinction, – impression formation and – interpersonal attraction
Cross-cultural Sales Negotiations - B2C Stream
Non-task interactionNon-task interaction
only concerned with the ”business”
involves exchange of information regarding needs and preferences of negotiators
emphasis on negotiating styles
reliance on non-verbal communicationCross-cultural Sales Negotiations - B2C Stream
Task-related interactionTask-related interaction
Plays an important role in negotiations more relevant in B2B but still a
factor in B2C
Cross-cultural Sales Negotiations - B2C Stream
Influence of corporate Influence of corporate cultureculture
Corporate culture
Different corporate cultures in different cultures in different business sectors in different companies in the same
sector in the company itself
Goal: company-internal negotiation style, which takes cultural differences into account
Discuss within your teams how to sell a car (any car) in ”your” country.
You will find more information about the country’s culture on the information sheet.
Make a summary on your poster.
Time to work: 10min.
Cross-cultural Sales Negotiations - B2C Stream
The car dealershipThe car dealership
USA:– independent, self-reliant behavior– competitive arguments– preparation is highly important– monochronic: one problem at a time– respectful, professional distance
Cross-cultural Sales Negotiations - B2C Stream
Different cultural Different cultural approachesapproaches
China:– focus on group goals– interdependence– building relationships– hierarchical orientation– politness– face-saving concern– preference for harmony and calm
Cross-cultural Sales Negotiations - B2C Stream
Different cultural Different cultural approachesapproaches
Culture goes beyond national culture
Globalisation
Don't under- or overestimate the effect of culture
Cross-cultural Sales Negotiations - B2C Stream
ConclusionConclusion
ConclusionConclusion
Every negotiation is a cross-cultural negotiation
Every negotiation is a cross-cultural exercise and a learning possibility
Keep an open mind and listen