University of Saint Louis

SCHOOL OF ACCOUNTANCY, BUSINESS AND HOSPITALITY

PROJECT READS-S
(Read Everything About your Discipline & Share – Student Edition)

NAME OF STUDENT: Bassig, Diana Rose R.

TITLE: The Influence of Culture on International Business Negotiation
SOURCE/JOURNAL: Hurn, B. J. (2007). The influence of culture on international
business negotiations. Industrial and Commercial Training,
39(7), 354–360. doi:10.1108/00197850710829058
ABSTRACT:
ABSTRACT:
Purpose
The purpose of this paper is to examine the importance of the effect of culture when negotiating
in an international business context. The paper covers the language of negotiation, the need to
study the culture of the parties involved, building trust and personal relationships and appropriate
training for international managers.
Design/methodology/approach
The various key cultural factors are considered in international business negotiation, with
examples and suggestions as to how these can be used to achieve success.
Findings
The paper presents an overview illustrated with examples of the cultural factors involved in
international negotiation. From these, suggested guidelines for good practice are given.
Originality/value
The paper shows that there is relatively little literature on negotiating across cultures, although
the cultural “gurus” (Hofstede, Trompenaars, etc.) cover cultural differences. Also shown is the
continued spread of globalization and joint ventures, showing advice on negotiating across
cultures will assume increasing importance.
REFLECTION: Provide a brief and substantial answer to the following guide questions.

1. How valuable is this research in our community?

An international business diverse workplace with other people from different countries and most
importantly, one's culture give a significant effect on how international businesses conduct their
operations. With that being said, this research is valuable in our community for the purpose of
gaining knowledge about the importance of the real impact of culture and how it directly impacts
business negotiations around the world. In this manner, it is very evident that the exchange of
people, information, goods, and services are undeniably driving the force to learn, understand and
appreciate cultural differences. Cultural differences are prevalent and considered a big factor in
international business, hence, this research aid the community to have adequate information by
bridging business relationship in addressing cultural sensitivity. Defining characteristics such as
language, shared experiences, humor, business etiquette, and other elements increases one's
perspective on negotiating across different cultures around the world.

Prepared by: Evaluated & Modified by: Approved by:

DIANA ROSE BASSIG Fe Rose-Anne B. Maramag

Student Instructor
 University of Saint Louis
SCHOOL OF ACCOUNTANCY, BUSINESS AND HOSPITALITY
PROJECT READS-S
(Read Everything About your Discipline & Share – Student Edition)

2. What are your learning takeaways from the research?

In today's world, it can be easier to avoid misconceptions and promote better workplace
communication if you are aware of one's culture. For instance, how individuals from
different cultures interpret workplace conflict or something as straightforward as
maintaining eye contact. Therefore, effective communication benefits businesses by
having an adequate cultural review. I believe that this will help avoid any misconceptions
caused by lack of awareness and cultural sensitivities and it will strengthen the
relationship between negotiating parties

WORKSHEET

Prepared by: Evaluated & Modified by: Approved by:

DIANA ROSE BASSIG Fe Rose-Anne B. Maramag

Student Instructor