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Practical Solutions to Global Business Negotiations by Claude Cellich

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Chapter 2

Role of Culture in Cross-Border Negotiations

Merchants throughout the world have the same religion.

—Heinrich Heine

In a globalizing world, companies operate in a multicultural environment. Although people from other nations may seem to present a similar perspective, they are different in many ways, defined by their cultures. Even if they speak English, they view the world differently. They define business goals, express thoughts and feelings, and show interest in different ways. Culture is an ever-present, deep-rooted aspect of a person’s life. No manager can avoid bringing his or her cultural assumptions, images, prejudices, and other behavioral traits into a negotiating situation.

Culture includes all learned behavior and values ...

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