Cultutal influences on Context: The business setting
Chapter 8 is about the "environment " in which communication in the a certain business takes place. We need to take into account that communication has an order, and is rule governed. Cultural context takes a big part in communication while doing business or while negotiating for whatever reason(not necessarily about money), with someone else, and the chapter explains how it affects it, and how communication has certain guidelines for your actions or actions of the other side.
The book emphasizes the following, "guidelines are strategic conditions people need to follow for they to succeed in its negotiation". This guidelines are closely related to the cultural context on both sides of the negotiation. For example, being formal or informal, how to greet the other party, putting pressure on the other party or not, being assertive or not, or trying or not trying to create relationship between you and the other party before even mentioning money(price), or whether you are trying to create an interpersonal harmony between negotiators, or not.
Several problems can arise from not understanding the other's party cultural context, or them not understanding yours. The book gives us an example that if a party values assertiveness interacts with another party that values more highly social harmony, there would a problem and interpersonal problems arise at that moment. Another example could be egalitarian(such as the United States), which means that favors equality of some sort: People should get the same, or be treated the same, or be treated as equals, in some respect. Egalitarian doctrines tend to express the idea that all human persons are equal in fundamental worth or moral status. The United States dealing with countries that are hierarchical like Japan, China, most Latin American countries and Spain, could definitely create interpersonal problems.