In this theory, we discussed about how culture affects the negotiation strategies and goals, with a concluding remarks.
Negotiation is a communication process by which two or more interdependent parties resolve some matter over which they are in conflict. Negotiators’ strategies and goals are revealed in the content and form of their communication. Communication, the process by which people exchange information through a common system of signs, symbols, and behaviors, is cultural because different social groups have distinct ways of communicating.
We suggest that culture affects peoples’ beliefs or cognitive representations of what negotiation is all about, for example, reaching agreement about an outcome or building a long-term relationship. The culture affects the goals people have for negotiation, what they strive for in this interdependent social situation, and what they think is important. And it affects the norms people have for negotiation, what they consider appropriate and inappropriate behavior in a negotiation setting. Lastly, we argue that beliefs, goals, and norms influence communication processes such as negotiation.
How Culture Affects the Process of Negotiation
Culture and beliefs about negotiation
People in different cultures use different language to conceptualize or frame negotiation. In many, possibly even most, cultures negotiation is believed to be about distributing resources. Yet, at the same time, people seem to recognize that negotiation can have both a task focus and a relationship focus, that argument may be dominated by rationality or emotion, and that outcomes can be distributive, reflecting one party’s interests (win–lose) or integrative, reflecting both parties’ interests (win–win). People in all cultures probably have access to all of these different frames for perceiving and interpreting the negotiation process .We propose that culture may explain a negotiator’s tendency to think that