Overview of the Company

Etihad Airways, founded in 2002 by His Highness Sheikh Khalifa Al Nahyan, is the flag

carrier airline of the United Arab Emirates One of the top flag carriers serving the UAE since

2004 is Etihad Airways (Etihad Airlines, 2022). In addition to the Abu Dhabi International

Airport, it has its headquarters there. With a fleet of 102 aircraft, Etihad Airways provides routes

throughout the North America, Middle East, Asia, , Europe, Canada, and, Australia. operating a

fleet of Airbus and Boeing with 1,000 flights per week. In addition to upholding its essential

principles, Etihad Airways makes a sizable profit from the Etihad Crystal cargo. Air Seychelles

(40%), Air Serbia (49%), Virgin Australia (21.8%) Alitalia (49%), and are all stock holders in

Etihad Airways, Leading companies including the Etihad Aviation Group, Etihad Airport

Services, Etihad Engineering, Halala Group, and Airline Equity Partners are also connected to

Etihad Airways. (Ibrahim, 2022). In addition to an Emiratization programmed that helps UAE

citizens build their skill set and generate jobs, Etihad Airways has created a sustainability

initiative to address the concerns of climate change. Additionally, Etihad Airways offers the most

opulent travel experience in the world with its Etihad Residence Class, which includes a

bedroom, a private bathroom, and a living area with a television. Additionally, Etihad has a

frequent flyer programmed called Etihad Guest, which lets passengers use the points they accrue

on their journeys to buy tickets, upgrade seats, get priority check-in, and get access to lounges.

Additionally, Etihad Airways is a culturally diverse company with over 12,500 staff members

representing 140 different nations and over 30 different languages (Forbes, 2022).
Evaluation of Goals, Mission and Performances

From our interview with Etihad, we understood that the organization strives to be the best

airline regionally and globally, and that has created a lot of pressure on the workforce whether

they are working at the airport, on the aircraft, in logistics or other departments. All these

departments are interrelated and interdependent, which gives us an explanation on why the

pressure is high and why an awareness of the different cultures working at Etihad and their

way-abouts is essential for an organization to perform well and meet objectives. To better

understand the position and purpose of Etihad Airways, the airline’s goals, mission and

performances ought to be evaluated (Etihad Airlines, 2022).

The goal of Etihad is to “be the best airline in the world, connecting the globe via Abu

Dhabi”. With fierce competition in the airline industry, it is rather difficult to be the best airline

in the world, and according to the World Airline Awards, Etihad Airways ranks 12th in the

World’s Top Airlines for 2022 (Skyrax, 2022). With Emirates being renowned as one of the best,

if not the best airlines in recent history, and Dubai International Airport located relatively close

to Abu Dhabi International Airport, it is difficult for Etihad to divert travelers towards them,

making this goal harder to achieve. With this primary goal being hard to attain, it is still possible

to at least increase travelers traveling to Abu Dhabi by increasing current operations and flying

to more destinations. A wider option of destinations is highly desirable amongst passengers due

to Abu Dhabi’s strategic location between the East and West, which encourages connecting

travelers to transit in Abu Dhabi. Moreover, Etihad has set a goal of zero net carbon emissions by

the year 2050, which is one of the the things offered in the sustainability programs alongside

waste management and wildlife preservation. Another thing worth mentioning when it comes to
being the best in the world, is Etihad being the primary sponsor of Manchester City Football

Club, who plays at the Etihad Stadium and has won the best club of the year award in 2022 (The

National, 2022)

The mission of Etihad is “make a real change in the world we live in” and Etihad has in fact

taken measures to make a change in the world. According to Etihad 2022, Etihad uses “computer

vision and machine learning to reduce food wastage on flights”, which helps minimize the

dissipation of food. Moreover, Etihad has introduced paper-less planes, which is essentially the

usage of E-logs instead of traditional paper logs, in an attempt to help save the environment from

trees being cut down for paper. Additionally, Etihad has also introduced autonomous wheelchairs

at Abu Dhabi International Airport to enable disabled guests to move around the airport terminal

more freely, comfortably and independently (Etihad Airlines, 2022).

Not to mention, the aircrafts operated by Etihad, which are mainly the Boeing 787 and

Airbus A350 are two of the most efficient and environmentally friendly aircrafts in terms of fuel

consumption due to the use of biofuel derived from plants. The new Etihad Mangrove Forest,

which works to collect carbon dioxide in the atmosphere by planting a mangrove tree for every

ticket sold on flights, is another component of the airline's sustainability initiative. It also focuses

on waste management, with a promise to reduce single-use plastic by 80%. The Environmental

Airline Award of the Year, given to the sky's greenest airline, was won by Etihad for their work

in environmental protection and their innovation in sustainable growth. These honors assist the

airline in establishing a reputable name, which enables continued sustainable expansion and

reduces regulatory requirements for next initiatives (Etihad Airlines, 2022).

 In the first year of the COVID-19 epidemic, Etihad Airways suffered a loss of $1.7

billion due to the pandemic's impact on all businesses, but particularly the aviation industry.

Fortunately, Etihad's losses have greatly decreased to a loss of $467 million the following

year as a result of the relaxation of travel restrictions and the ease of travel. Additionally,

Etihad carried 3.5 million passengers in 2021, and their cargo flights brought in an all-time

high amount of money (Airline Weekly, 2020).

The drop in air travel demand resulted in a significant number of employees being let go,

which decreased Etihad Airlines' workforce. Despite this decrease, the personnel at Etihad is

still incredibly diverse, with a wide range of ethnic backgrounds. If there is incoherence and

no synergy, then these. The various divisions and departments of The aviation business is

heavily dependant on both internal, under the organization's control, and unanticipated

external elements that might influence a single department, so impeding and creating gaps in

all departments. As a result, Etihad all operate closely together. In order to reach

predetermined goals, it is necessary to reduce these gaps and boost workforce coherence. To

do that, one needs examine and focus on the most significant cultural challenges at work, in

this example, the style of leadership and time orientation. (Etihad Airlines, 2022).

Situational Analysis
A situational study should precede any corporate decision. It must be done at the
beginning of each project or new business venture established. A manager's responsibility is to
provide a detailed analysis of the problems the company is experiencing and the information
needed to create a plan for accomplishing the goals. Furthermore, it helps in selecting the best
course of action for the project and guarantees that repeated and pointless actions and efforts are
avoided (Athuraliya, 2022)
 A technique called situational analysis assists in assessing the organizational environment
from five different perspectives that might affect management's decisions. Climate, economic,
sociological, technological, environmental, and legal factors are a few of these perspectives.
These five groups assist the business in understanding its competitors, customers, goods,
partners, strengths, positioning, weaknesses, and market share (Fairlie, 2022)

Structure of Etihad
A substantial segment of the business, Etihad Aviation Group PJSC Board, with more than 13
employees, makes up Etihad Aviation Group. Five business divisions within the company,
namely Etihad Airways, Etihad Airport Services, Etihad Airways Engineering, the Hala Group,
and Airline Equity Partners, specialize in carrying out particular tasks (Etihad Airlines, 2022).

Leadership
The president of Etihad Airways claims that his leadership is comprehensive, founded on
a just culture, and best in class. He has a keen awareness of the mission and goals of his
organization. The president of the company seems to use a modified version of transformational
leadership that takes into consideration regional and cultural specifics. The leader gives internal
communication and performance incentives a high priority (Etihad Airlines, 2022).
Chain of Command
Every employee in the company is subordinate to Interim Group Chief Executive Officer
who is in charge of overseeing and providing guidance to all divisions within the Etihad Aviation
Group. Chief Executive Officer is not in a position of authority over other divisions despite being
a member of the PJSC Board. superior to everyone else employed by the organization, in charge
of managing and directing all divisions within the Etihad Aviation Group. While serving on the
PJSC Board, Chief Executive Officer does not have any power over other departments (Etihad
Airlines, 2022).

Employee Satisfaction
Competitive pay, insurance, travel benefits, housing aid, end-of-service bonuses, a
diversity program, an employee discount, and a 24-hour medical Centre are just a few of the
goodies that Etihad Airways offers to keep its staff happy. Performance is also recognized by the
Abu Dhabi Award for Excellence in Government Performance. It could lead to a greater
promotion or higher benefits for the staff. The Emiratization effort also places a strong focus on
hiring and educating Emirati employees in order to reduce unemployment among Emirati
citizens and provide them access to the same opportunities as foreigners. The company supports
diversity (Etihad Airlines, 2022).

Tools for Situational analysis

The many analyses that are also recognized as situational analysis tools can be used to
conduct a situational analysis. The five analytical techniques that are widely used for scenario
analysis are SWOT analysis, Porter's Five Forces analysis, PESTEL analysis, 5C analysis, and
VRIO analysis (Business, 2021).

SWOT Analysis of Etihad Airways

Strength
Among the airline's strengths are the fundamental components of its operations that provide it a
competitive edge in the market. A brand's strength may be ascribed to many different factors,
including its financial stability, the uniqueness of their offering, their talented staff, their
diversity, and intangible assets like brand value. Below is a list of the SWOT analyses' strengths
for Etihad Airways.

⮚ The airline offers extensive coverage to more than 55 countries throughout the world.
⮚ Etihad Airways runs more than 1,000 flights per week.
⮚ Etihad Airways actively supports a number of events and has strong branding and
visibility.
⮚ More than 20,000 employees work for the company, and Etihad Airways has made
top-notch customer service, in-flight entertainment, and posh lounges a priority
(IvyPanda, 2021).

Weaknesses
A brand's weaknesses are certain aspects of its operations that should be addressed to boost
its position. Some weaknesses can be characterized as characteristics that the company lacks or
in which the rivalry excels. The following shortcomings may be seen in the Etihad Airways
SWOT Analysis:

⮚ The airline exclusively operates in foreign countries, which results in high operational
costs.
⮚ Due to intense competition, Etihad Airways' potential to grow its market share
(IvyPanda, 2021).

Opportunity

⮚ Etihad Airways provides a great client experience with its new fleet.
⮚ By utilizing additional foreign sites, the business's reach may be widened.
⮚ alliances to provide passengers luxury facilities through.

Threats
The government's participation in the development and implementation of new aviation
regulations may jeopardize Etihad Airways' capacity to remain profitable. Government action
might result in the introduction of new firms, putting the patrons of the Etihad at peril.
The political upheaval in the Middle East discourages tourists from travelling there. The Middle
East's civil unrest and revolutions have increased concerns about regional and global security,
which has hurt Etihad Airway's development (StudyCorgi, 2022).

PESTEL Analysis

Political

The rapidly growing metropolis has stimulated economic development across the UAE's
economy, leading to improved frameworks that are beneficial to the aviation sector. In the UAE,
domestic flight services are reasonably priced. The airline player has been successful in
snatching up a sizeable portion of the local market because of the low airfares and freight prices.
Due to the strong dirham relative to the USD, Etihad Airways has significant operational
expenses. Being a multinational corporation, currency fluctuations demonstrate how changes in
all currencies have an impact on operating expenses. Due to the more favorable currency
exchange rates, it is also easy to rival Europe. Free trade agreements with Asian nations have
increased commerce and

Economical
The quickly expanding city has encouraged economic growth throughout the UAE's
economy, resulting in enhanced frameworks that are advantageous to the aviation industry.
Domestic flight services in the UAE are inexpensive. Due to the affordable airfares and freight
costs, the airline player has been able to capture a large market share of the local population.
Etihad Airways has high operating costs as a result of the strong dirham in relation to the USD.
Being a global firm, currency fluctuations show that operating costs are influenced by changes in
all currencies. It is also simpler to compete with Europe thanks to the more affordable currency
exchange rates. The implementation of free trade agreements with Asian countries has expanded
trade and reduced costs, creating opportunities for growth (MBA Skool, 2020).

Social
conditions in the area. The company has demonstrated its commitment to CSR program
that aim to encourage positive social change in a variety of contexts. This element has enhanced
Etihad Airways' standing as a company. Abu Dhabi's multiracial population provides a huge
workforce and a culturally varied customer base, which fosters economic growth and a strong
corporate culture. The company has a sizable following among members of the upper social
class, indicating (MBA Skool, 2020).

Technological

aviation industry is at risk from cyberattacks. The missing Malaysia Airlines Flight MH37 may
have been compromised and controlled from a separate place, according to speculations. Etihad
Airways should thus consider deploying cutting-edge technology that enhances data management
and security.
Etihad Airways has developed its IT sector by working in partnerships with companies like SITA
to enhance its computer operations and offer a global online presence. Intelligent Operations
technology makes it simpler to monitor Airbus and Boeing aero-planes, improving their overall
efficiency by foreseeing failures and cutting down on flight delays..

Environmental
Both emissions efficiency and the aviation industry have been seen as vital. This
viewpoint holds that Etihad Airways has begun to employ lightening strategies, especially in its
cargo segment. In past years, aircraft weight was reduced by 200 kg thanks to aero plane
lightening technology, which translated to an annual CO2 reduction of 5000 tons. Aircraft noise
restrictions present a hurdle to the airline's operations since it is challenging for the aviation
industry to remain noise-free. Recent changes in the aviation industry demonstrate a shift in
favor of environmentally friendly, sustainable methods. In this scenario, rivals are concerned
about environmental protection in order to present a strong image that offers them a competitive
edge. Etihad Airways has assumed the top position in this field by starting the "Green Together"
campaign (Etihad Airlines, 2022).

Legal
The nation's shortage of qualified labor hinders the business. Etihad Airways is subject to a low
tax regime because it is the nation's flag carrier, which cuts operational costs. Low airport costs
further assist its efficient management methods, which facilitate its rapid development. In the
several countries where Etihad operates, governmental bodies have been creating regulations to
safeguard the interests of the passengers. This section includes policies for flight punctuality,
excellent customer service, and safety (Etihad Airlines, 2022).

Cultural Mapping by Using Erin Meyer of Etihad Airlines

The world's civilizations are intertwined. Each country, region, culture, and religion has
its own set of laws, traditions, and customs. Nowadays, the world is smaller and individuals from
different cultures interact regularly, especially at work. Leaders in all industries must thus be able
to realize that cultural variations undoubtedly contribute to the range of behaviors that people
exhibit.
The Culture Map places special emphasis on how culture shapes how individuals view
the world. Global managers and leaders would benefit greatly from understanding cultural
nuances and tailoring their communication to meet diverse geographical areas of the world. An
awareness of various cultural origins and the resulting perspectives can also help minimize
misunderstandings.
Millions of people operate in cross-cultural environments while taking things in from
their own cultural views and presuming that all personality-based disparities, controversies, and
miscommunications exist. This isn't a result of being lazy. Because they think that focusing on
individual differences would suffice, many well-intentioned people choose not to educate
themselves on cultural differences.

The unfortunate reality is that the great majority of managers who operate overseas have no
knowledge of how culture affects their job. This is especially true now that more and more of us
speak to individuals every day from different nations via phone or e-mail (Donaldson, 1996)

Speaking of cultural differences encourages stereotyping, which causes us to categories others

based on their "general qualities." It is crucial to assess people as unique beings and not only as
products of their surroundings rather than discussing culture.
Depending on the nature of the activity, organizational cultures vary from one firm to the next.
Frequently, a remarkable variety of features and norms govern an organization's cultural
environment. What we mean by organizational culture is a shared language shared by employees
that sets the company apart from other businesses. The cultural makeup of a company plays a
crucial influence in its ability to fulfil its important goals in today's fast evolving business
environment. The reader will be able to identify Etihad Airways' organizational culture in this
essay because it is one of the most well-known airlines in the aviation business.

Under Abu Dhabi, Etihad Airways is a government-owned organization. This type of business
ownership has benefits and drawbacks depending on how the organization is developed.
Management is stiff and slow to change, just like the majority of public corporations. Individual
stakeholders are less worried about the dangers and difficult conditions the organization is going
through since they just have their employment to lose.
Employee inclusion will meet varying expectations that are based on culture or religion.
This is the best course of action for a company like Etihad Airlines to take in order to meet
customer expectations outside of its own country. The workforce will benefit from thorough,
culturally-sensitive training, which will help them deliver excellent customer service. However,
even highly trained employees require motivation to instil excitement and a positive outlook in
their job. Etihad Airways have to priorities employee motivation while establishing a productive
workplace..
Employee empowerment, awards, and assimilation are a few methods for inspiring
workers. When their recommendations are taken into account, employees will have a feeling of
belonging. They will be inspired to put up their best effort as a result. Employee rewarding
through salary, remuneration, and praise is another motivating strategy that has been shown to
support a positive employee attitude at work.
The corporate culture of Emirates Airlines has chosen a complex organizational plan. The
airline's business strategy is built around offering it flexibility and assistance in a market that is
highly competitive. By doing study on management operations difficulties, this has been
accomplished. The airline is able to manage issues related to the outside environment with ease
thanks to market and product research. The success of the airline has resulted in several honors
for the airline thanks to its effective organizational tactics. Because it is an international honor
presented in acknowledgment of high-quality services, these accolades provide the business
power. The World Airline Entertainment Association Award is one of the honors the airline has
received.
from Abu Dhabi When the coronavirus crisis was at its peak, Etihad Airways suffered a 99%
drop in passengers as the majority of its aircraft were grounded and practically all flights into and
out of the UAE were cancelled.

After years of cost-cutting and restructuring to try to turn the airline viable, Eithad saw losses
rise by 29% and revenues fall by 38% in the first half of the year (Dudley, 2020).

Leading Scale
It is apparent that culture influences managers' and leaders' leadership philosophies as
well. As a result, it is crucial to understand how cultures impact the workplace, even if you
operate in a worldwide network. Communicating, evaluating, persuading, leading, trusting,
deciding, disagreeing, scheduling. In-house, Etihad also started "Project Vision," which focused
on imagining what travelers would expect from an airline after Covid. More recently, as a result
of Project Vision, Etihad is collaborating with a wide range of businesses to create the
technology necessary for a global health certification system that would assist travelers in easily
and securely managing their travel in accordance with governmental requirements for Covid tests
or vaccines (Airline Weekly, 2020).

The result of the coronavirus outbreak, and Etihad is no exception. Given that it is evident that
travel demand will fall significantly in the near future, we must make difficult decisions to
ensure Etihad can weather this storm. The airline was compelled to implement redundancies in a
number of our operational areas in order to reflect the status of the market. The Abu Dhabi-based
Etihad Aviation Group, which employs 20,369 people, did not say how many people or in which
departments were let go at the end of 2019. In order to stop the coronavirus from spreading, the
UAE halted passenger flights in March. The loss-making airline reduced workers and grounded
its aircraft (Business, 2021).

The research techniques to evaluate the effectiveness of the HRM practices used by Etihad
Airways in energizing personnel. Five workers of Etihad Airways took part in an interview, and
the survey questionnaires were sent to the 30 participants who made up the study's sample size.
Online surveys on employee motivation were completed and distributed to Etihad Airways
employees via emails, Whatsapp, and Facebook. The outcomes of the online survey were then
verified using the quantitative method. To analyze the findings of the structured interview with
employees of Etihad Airways, a qualitative research approach was employed (Solanki, 2020).
The results showed that many employees strongly agreed that the firm should provide
opportunities for professional progress in order to motivate personnel. Another study found that
employees choose retirement plans, higher salaries, more benefits, and healthcare-related
advantages as motivators. Research has also demonstrated that relationships with managers and
coworkers, as well as recognition of job performance and the availability of job-related training,
motivate employees. The Performance Appraisal System, which improves performance
management and career support, the use of new technology tools to support HRM (Solanki,
2020).
The company culture values diversity and extends courtesy to both employees and
clients, which strengthens its durability. In our interviews, we looked at real-world incidents that
happened in the context of the Etihad Airways workplace. That an Italian head of sector makes
99 feel very uneasy when he comes for feedback because whenever he sees the Italian boss come
to the sector, he tries to avoid him by hiding from his employees because when the Italian boss
gives feedback, he always expresses it out loudly because the Italian boss is always eager to give
his opinion on my work, even though I have done it perfectly, he says. As 99 perceives his Italian
employer as being critical and undervaluing him in front of his staff .
The examination of Etihad Airways and its competitors' organizations would be enhanced
by the adoption of the VRIO analytical technique. This part would focus on the traits of
organization, value, uniqueness, and imitability. The following table makes it simpler to perform
the VRIO analysis of Etihad Airways. Additionally, Etihad Airways places a strong emphasis on
fostering the abilities of its staff through a variety of initiatives, such as frequent performance
evaluations that recognize their dedication to growing their skills (Fairlie, 2022).

Vrio Analysis
The examination of Etihad Airways and its competitors' organizations would be enhanced
by the adoption of the VRIO analytical technique. This part would focus on the traits of
organization, value, uniqueness, and imitability. The following table makes it simpler to perform
the VRIO analysis of Etihad Airways.
 Valuable Rare Imitability Organization Competitive
Edge
Leadership and ✓ ✓ ✓ ✓ Sustainable
Culture
Innovation ✓ ✓ X ✓ Sustainable
HRM ✓ ✓ ✓ ✓ Sustainable
Market Position ✓ ✓ ✓ ✓ Sustainable
and Branding
Supply Chain ✓ ✓ X ✓ Sustainable
Management and
Logistics
✓ X ✓ ✓ Sustainable
Internationalization

By comparing the results of its activities, the VRIO framework can be used to evaluate
the Etihad's competitive edge. In this sense, Etihad may be viewed as a competitive player in the
airline industry given its quick rate of expansion. The organizational culture that capable
leadership has created has helped the company further its objective of long-term growth as a
competitive player in the market. The strong human resource foundation of the airline cannot be
underestimated given its cultural diversity and dedication to the carrier's corporate goals. Etihad
Airways' strategic management is hence sustainable, meaning improved performance moving
ahead and enhancing the accomplishment of its goal (Etihad Airlines, 2022)

Cross culture negotiation time/time orientation

Negotiation is a useful tactic for settling disagreements in situations as varied as business
negotiations, diplomacy, and interpersonal relationships. Today, with the use of communications
technology, information technology, and computer-supported negotiations, an agent may be
utilized to negotiate on behalf of a person or an organization. Additionally, before entering the
real world, anyone interested in learning how to bargain may find these computer agents to be a
helpful training method. The agents may act independently to acquire agreements for which they
are liable. The growth of international trade and the ferocious competition between nations led to
the emergence of cross-cultural negotiation. Numerous studies have shown how culture
influences negotiations. In reality, these models already have a body of literature (Shonk, 2022) .
Weiss describes international negotiations as cross-cultural paradigm. Studies by Graham
in intracultural negotiations. intercultural negotiations are two examples of studies regarding the
influence of culture in negotiations. Salacus also outlined 10 cultural aspects of negotiating that
are beneficial.
The internet is helping e-commerce grow, and it has also boosted international
communication. Negotiations between nations may be seen differently due to cultural
differences. Gregory E. Kersten contends that user culture should be taken into consideration by
e-negotiation systems. According to Markus and Lin, culture particularly refers to the common
values and traditions of members of a social group. Culture is also defined as "the economic,
social, political, and religious institutions that direct, regulate, and socialize new members of the
society." It is becoming increasingly important for business to understand how national cultures
influence negotiations. The impact of culture on negotiation is a topic that many academics
Despite the research's major focus on negotiations, our work proposes a fresh approach
for taking into consideration cultural impacts on agent-based e-negotiations.

The most well-known study on negotiation and culture is the Hofstede-IBM investigation, which
comprised 116,000 surveys characterizing the values of IBM employees in 72 countries. Four
cultural aspects were found by Hofstede throughout his research: masculinity, individualism,
power distance, and uncertainty avoidance. Another study is Salacuse's, which found ten cultural
elements that affect negotiations. He picked five countries from different cultural subgroups to
show the diversity
Goal: To reach a deal between the Indian employee and the Italian management. The two sides
will engage in negotiation.
Attitude: Commercial negotiators usually engage in conversation with one of two basic
attitudes: In either case, it's a process from which both parties stand to gain. when there are losers
and winners in a conflict.
Personal Style: This element explains how business negotiators participate in conversation and
conversation with others.
Negotiators from certain nations prefer straightforward, crisp communication, while others prefer
more subtle, nuanced methods of communication.
Time Sensitivity: Salacuse describes the punctuality or tardiness of a country's negotiators as
well as how swiftly or slowly they work to reach a deal.
Emotionalism: The tendency to act or display emotions when negotiating.
Agreement form/Terms: This dimension refers to the extent to which the parties' final
agreement contains specific provisions that aim to address as many potential future events and
dangers as feasible.
Agreement Building: This dimension identifies whether negotiators start with fundamental
principles and go on to specifics, or if they negotiate the details first, such as the standard
attitude, reporting style, assessments, and feedback.
Risk-taking: According to Salacuse, some nations' negotiators take greater risks than others.
Team structure: Some negotiation teams are managed by a single person with exclusive
decision making authority, while others place an emphasis on team consensus.
worldview. One's worldview informs how they see, evaluate, and appraise the world around
them. This frequently functions on a subconscious level and frequently involves abstract ideas
about how the world is. This is, in part, who we are, and it may be explored in terms of
individualistic or low context and collectivistic or high context cultures, among other
subcategories. Individualistic (low context cultures) and collectivistic (high context cultures)
perspectives can explain a significant portion of cross-cultural miscommunications. In the
modern military setting, it is not sufficient to only concentrate on negotiation theory; one must
also take into account how culture may affect the negotiating process.

Low Context Society

Individualistic values: Face-to-face communication prioritizes task above relationships and
favors "truth" over harmony. It is possible for the rather radical individualistic norm of American
mainstream culture to survive because of a relatively high and steady standard of living that
allows for self-sufficiency. The capacity to master a specific skill or to perform effectively under
duress by competing with and outperforming others is often valued by those who value their
independence. A virtue that typically influences how we deal is personal freedom. Respect is
shown for the capacity to address one's needs through open discourse. when speaking during
negotiations, and present far more accurate and background information. Accurate, direct, and
admirable speech is valued. Low context cultures include those in places like Canada, the
United States, and Australia.

High Context Society

Collectivistic or high context may be used to define almost three-fourths of all civilizations.
Collective ideals:
Have a "We" perspective
Value unity and appearance over "truth"
Put connections before tasks.
In high context cultures, a person's experiences and responsibilities within the society typically
define their identity. People in traditional high context cultures are considered to establish
"shared identities," for example. When negotiating, people from high context cultures tend to
talk more diplomatically than those from low context cultures. Context and delivery support a
number of implied and nonverbal assertions. This form of communication, which is normally
widely understood inside a cultural group, can be highly complex and impenetrable to outsiders.
This becomes a challenge during negotiations. Simply said, communication might be
misconstrued due to cultural differences. High context cultures can be found, for example, in the
Middle East,
As well as emphasizing status and context (social roles or positions), high context
cultures frequently employ nonverbal indicators and a high context communication style (pauses,
silence, tone of voice, etc.) If your rival wants you to concentrate more on how something is
expressed than what is stated, confusion may arise throughout the discussion. It's possible that
the individual on the other side of you is only conducting background investigation and
prioritizing the relationship over verbal communication. They may be much less direct than you
are used to because they don't want to offend you. Contrary to low context cultures, where
directness and clarity are valued, high context civilizations typically provide the listener the
possibility to evaluate message meaning.
American negotiators usually enter agreements with little understanding of either their
own or our rivals' perspectives, much alone both of their worldviews. As was already said,
developing solid relationships is usually essential for successful cross-cultural discussions.
Building trust is an important aspect of successful collaborations. Building trust not only requires
time, but also takes on diverse forms in various cultural contexts. Examining a person's
reputation, examining their nonverbal communication, and assessing how they execute on little
tasks like punctuality are a few examples of judgments that must be made using the cultural
norms of the opposing party. Although there are too many cultural irritants to be covered in one
book, even understanding them and improving communication abilities may have a significant
positive impact on negotiations.
Negotiations across cultures are meant to remove barriers to communication. We are not
talking a language barrier, but rather misunderstandings caused by numerous forms of
miscommunication. In a context with several cultures, every disruption, no matter how little, can
have an impact. Interrupting is a habit and commonly seen as a standard part of communication
in the United States. However, this behavior is viewed as antagonistic and an attempt to control
the conversation in many high context cultures. This self-centered struggle for conversational
dominance may go unnoticed or even be admired in a low context society, but in a cross-cultural
setting, such behavior may obstruct advancement and erode trust (Lombardo, 2021).
As was already noted, building strong relationships is frequently the foundation of
successful cross-cultural discussions. The foundation of good partnerships is frequently trust.
Building trust requires time and sometimes looks quite differently across cultures. Examining an
opposite's reputation, noting their nonverbal cues, and evaluating how they perform on
seemingly unimportant tasks like timeliness are all evaluations that must be made in light of the
opposite's cultural norms. An complete book could not possible cover all cultural annoyances,
but just being aware that there are differences and working on communication skills may greatly
enhance a negotiation. The aim of a negotiation is not to become friends (Stobierski, 2019).

Chronemics is the study of how people arrange and perceive time in their social
interactions. Your use of time sends a message even when you don't say a word. What meaning
does time have in our society? Time is under our control and is thought to be limited. Since we
value our time and detest squandering it, being on time is a sign of respect. Some of our words
demonstrate how important time is in our culture. Time is a very important concept to us, as seen
by phrases like "out of time" and "time is money." Many high context cultures place an emphasis
on relationship (Lombardo, 2021).
 Imagine the first meeting between a manager and a supply manager in Kenya. The
manager comes at nine, according to the manager's hosts. The hosts will arrive around 9:30.
What sort of reaction is normal? They "are lethargic" and "do not appreciate you." Consider a
meeting that begins, but ends abruptly at 1000. Tea will be served. What is your typical reaction
when there is a deadline present? You've just started the conversation, and you're already
stopping for tea? This is the norm in Botswana. In reality, tea is frequently served twice daily
from 10 am to 3 pm. If your boss is dealing with a culture that has a different perspective on
time, just be prepared to slow down and understand that your view (Stobierski, 2019).

Covid and Cross-Cultural Communication

The restriction of close physical contact and face-to-face interaction has naturally
resulted from the requirement of social distance as a widely accepted strategy for preventing fatal
cases and halting the spread of the virus in pandemic conditions, which has significantly
hampered the communication process in the intercultural environment. The ability to notice
novelty and the incentive to do so are requirements for its management. Common suggestions
and phrases like "stay home," "isolation," "self-isolation," and "physical distance" have
automatically increased subliminal fear of others (especially if they are a member of a
foreign/other culture) and decreased (or in some cases have completely eliminated) motivation,
willingness, or desire to interact with others in pandemic conditions (Cabalquinto & Ahlin,
2021).
In actuality, the new coronavirus's global spread from China has made racial prejudice
worse. The fear and scorn for Chinese people clearly increased as the virus spread. It was
revealed that individuals from the United States, Canada, Britain, France, Georgia, and other
European countries had frequently distanced themselves from them and voiced suspicion. There
is discrimination towards Chinese nationals residing overseas, as seen by the hashtag "I am not a
virus" that they started posting on social media.
It is commonly known that intercultural communication is a constant process. As a result,
it frequently generates a lot of curiosity. The threat posed by the new coronavirus, which affects
the whole modern world, has made it plainly clear that racism and xenophobia are still major
issues. The importance and urgency of the study issue have grown as a result. The only method
to stop the reappearance of this menace, to remove intercultural obstacles and doubts between
diverse groups and individuals, and to encourage peaceful and harmonious coexistence during
times of global crisis is through intercultural debate (Cabalquinto & Ahlin, 2021).
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