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 don’t 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
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Verbal Negotiation Tactics
(The “What” of Communications)
Exhibit 19.1
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Linguistic Aspect of Language and Nonverbal
Behavior
(“How” Things are Said)
Exhibit 19.2
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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
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Differences in Thinking
and DecisionMaking Processes
• Western approach – sequential
• Eastern approach – holistic
• Americans – business negotiation is a
problemsolving activity
• Japanese – a business negotiation is a time to
develop a business relationship with the goal of
longterm mutual benefit
• American buyers should anticipate such a holistic
approach and be prepared to discuss all issues
simultaneously and in an apparently haphazard
order
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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
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Negotiation Preliminaries
(2 of 2)
• Aspects of the negotiation setting that should be
premanipulated
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
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Summary of Japanese, American,
and Chinese Negotiation Styles
Exhibit 19.4
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At the Negotiation Table
• Business negotiations proceed through four
stages
1.
2.
3.
4.
Nontask sounding
Taskrelated exchange of information
Persuasion
Concessions and agreement
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TaskRelated
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
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Persuasion
• Taskrelated 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
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Concessions and Agreement
• Write down concessionmaking strategies
• Understand differences in decisionmaking styles
• In many cultures, no concessions are made until
the end of the negotiations
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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
• Followup communications are very important
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