When firms from different cultural backgrounds negotiate with each other, they may be confronted with the complexity of different values, ways of thinking etcetera. The cultural differences but also similarities may influence both the negotiators and the process. The purpose of the thesis is therefore to study the impact of the national culture on French and Spanish business negotiation style in the era of globalization.
The traditional dimensional approach to study culture provided by Hofstede, has been criticized by researchers as being bi-polar in the sense that each culture is composed of contrasting positions and were two poles can not co-exist. Studying culture from a dialectical approach is presented in Fang’s theory, where he means that paradoxical behaviours co-exist within a national culture. In addition, due to the global environment we are facing, national cultures are integrating with each other which requires a need for a re-thinking of the business negotiation styles used in France and Spain.
The empirical findings show that business negotiation styles in France and Spain may differ due to the regional context, personality, situation, and context and so forth. The French and Spanish business negotiation styles of today are more shaped by the international environment it is used in than the national culture a particular negotiator comes from. Today both the French and the Spanish business negotiation styles take part in international settings. The findings show that French and Spanish business negotiation styles are approaching each other, they influence each other; but they are also becoming more “European” and “international”.
The traditional dimensional approach to study culture provided by Hofstede, has been criticized by researchers as being bi-polar in the sense that each culture is composed of contrasting positions and were two poles can not co-exist. Studying culture from a dialectical approach is presented in Fang’s theory, where he means that paradoxical behaviours co-exist within a national culture. In addition, due to the global environment we are facing, national cultures are integrating with each other which requires a need for a re-thinking of the business negotiation styles used in France and Spain.
The empirical findings show that business negotiation styles in France and Spain may differ due to the regional context, personality, situation, and context and so forth. The French and Spanish business negotiation styles of today are more shaped by the international environment it is used in than the national culture a particular negotiator comes from. Today both the French and the Spanish business negotiation styles take part in international settings. The findings show that French and Spanish business negotiation styles are approaching each other, they influence each other; but they are also becoming more “European” and “international”.
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