2. Matakuliah : J0474 International Marketing
Tahun : 2009
Negotiating with International Customers, Partners, and Regulators Chapter 23

3. The Dangers of Stereotypes.
Learning Outcome
The Dangers of Stereotypes.
The Pervasive Impact of Cultural on Negotiation Behavior.
Implications for Managers and Negotiators.
Bina Nusantara University

4. Negotiating with International Customers, and Partners
Face to face negotiations are an omnipresent activity in international commerce.
The sales of goods and services, the management of distribution channels,
the contracting for marketing research and advertising services, licensing and
franchise agreements, and strategic alliances all require managers
from different cultures to sit and talk with one another to exchange ideas and
express needs and preferences.
Bina Nusantara University

5. The Dangers of Stereotypes
The images of John Wayne, the cowboy, and the samurai, the fierce warrior, often are used as cultural stereotypes in discussions of international business negotiations.
The best negotiators are The Japanese, because they will spend days trying to get to know their opponents.
Bina Nusantara University

6. The Pervasive Impact of Cultural on Negotiation Behavior
This section is to demonstrate the extent of cultural differences
in negotiation styles and
how these differences can cause problems
in international business negotiations.
Cultural differences cause
four kinds of problems in
International business negotiations,
at the levels of :
Language.
Nonverbal behaviors
Values
Thinking and
decision making processes.
Bina Nusantara University

7. The Pervasive Impact of Cultural on Negotiation Behavior
Differences in Language and Nonverbal Behaviors
Korea
China
Taiwan
Russia
Japan
Germany
United
Kingdom
Spain
France
English-
Speaking
Canada
French
Speaking
Canada
United
States
Brazil
Mexico
Bina Nusantara University

8. The Pervasive Impact of Cultural on Negotiation Behavior
Differences in Values
Competitiveness
Equality
Objectivity
Punctuality
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9. Implications for Managers and Negotiators
Four steps lead to more efficient and effective
international business negotiations.
Selection of the appropriate negotiation team.
Management of preliminaries,
Including training, preparations, and manipulation
of negotiation settings,
3. Management of the process of negotiations, that is,
What happens at the negotiation table,
4. Appropriate follow-up procedures and practices.
Bina Nusantara University

10. Summary
Because styles of business negotiations vary substantially around the world, it is important to take cultural differences into account when meeting clients, customers, and business partners across the international negotiation table.
Four kinds of problem frequently arise during international business negotiations- problem at the level of language, non verbal behavior, values and thinking and decision-making processes.
All around the world business negotiations involve four steps : non task sounding, task-related information exchange, persuasion, and concessions and agreement.
Bina Nusantara University