From Diverse Perspectives to Unified Agreements: Intercultural Negotiation Dynamics in the Digital Age.

Authors

ČUHLOVÁ Renata DEMEL Jaroslav

Year of publication 2024
Type Article in Periodical
Magazine / Source BUSINESS AND PROFESSIONAL COMMUNICATION QUARTERLY
MU Faculty or unit

Faculty of Economics and Administration

Citation
Web https://journals.sagepub.com/doi/full/10.1177/23294906241253516
Doi http://dx.doi.org/10.1177/23294906241253516
Keywords digital culture; e-communication; intercultural communication; international negotiation; negotiation strategies
Description This article aims to investigate the role of cultural differences within the current international business environment affected by technological advances, concentrating on the negotiation procedure and its outcome. The conclusion is based on the analysis of email interviews between top negotiators from the Czech Republic with long-term professional experience worldwide. The authors suggest considering a salesperson culture as a dynamic framework of top-down–bottom-up processes across cultural levels. Research indicates that, despite a reduction in costs thanks to the migration of negotiation meetings to online platforms, negotiators still prefer face-to-face meetings as the primary mode when managing intercultural nuances.

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