You are on page 1of 14

International Marketing

15th edition

Philip R. Cateora, Mary C. Gilly, and John L. Graham

Differences in Language
and Nonverbal Behaviors
Americans are near the bottom of the languages
skills list
Americans dont like side conversations by
foreigners in their native language
The variation across cultures is greater when
comparing linguistic aspects of language and
nonverbal behaviors than when the verbal content
of negotiations is considered
15 cultural groups were videotaped and their
cultural differences are explained in the next few
slides
Roy Philip

Verbal Negotiation Tactics


(The What of Communications)
Exhibit 19.1

Roy Philip

Linguistic Aspect of Language and


Nonverbal Behavior
(How Things are Said)
Exhibit 19.2

Roy Philip

Differences in Values
Objectivity
Separating people from the problem

Competitiveness and equality


Japanese appear to be the best negotiators with
the highest profits
Japanese appear to be more equitable with buyers

Time
The passage of time is viewed differently across
cultures
These differences most often hurt Americans
Roy Philip

Differences in Thinking
and Decision-Making Processes
Western approach sequential
Eastern approach holistic
Americans business negotiation is a
problem-solving activity
Japanese a business negotiation is a time to
develop a business relationship with the goal of
long-term mutual benefit
American buyers should anticipate such a holistic
approach and be prepared to discuss all issues
simultaneously and in an apparently haphazard
order
Roy Philip

Negotiation Preliminaries
(1 of 2)

Checklist for planning international


negotiations
1.
2.
3.
4.

Assessment of the situation and the people


Facts to confirm during the negotiation
Agenda
Best alternative to a negotiated agreement
(BATNA)
5. Concession strategies
6. Team assignments

Roy Philip

Negotiation Preliminaries
(2 of 2)

Aspects of the negotiation setting that should be


pre-manipulated
1. Location
2.Physical arrangements
3.Number of parties
4.Number of participants
5.Audiences (news media, competitors, fellow
vendors, etc.)
6.Communications channels
7.Time limits
Roy Philip

Summary of Japanese, American,


and Chinese Negotiation Styles
Exhibit 19.4

Roy Philip

At the Negotiation Table


Business negotiations proceed through four
stages
1.
2.
3.
4.

Nontask sounding
Task-related exchange of information
Persuasion
Concessions and agreement

Roy Philip

10

Task-Related
Information Exchange
Let the foreign counterparts bring up business
Expect a large number of questions but little
feedback
Allow periods of silence
Use multiple communication channels
Understand the lack of, or the bluntness
of negative feedback
Meet aggressive first offers with questions,
not anger
Roy Philip

11

Persuasion
Task-related information exchange versus
persuasion
Avoid threats, warnings, and other aggressive
negotiation tactics
Avoid emotional outbursts
Ask more questions
Use third parties and information channels of
communication

Roy Philip

12

Concessions and Agreement


Write down concession-making strategies
Understand differences in decision-making
styles
In many cultures, no concessions are made until
the end of the negotiations

Roy Philip

13

After Negotiations
In most countries other than America legal systems
are not depended upon to settle disputes
Japan
Contacts primarily contain comments on principles of
the relationship

China
Contracts are more a description of what business
partners view their respective responsibilities to be

Many foreign CEOs expect a formal contract signing


ceremony
Follow-up communications are very important
Roy Philip

14

You might also like