Electronic negotiations in intercultural interfirm relationships

Abstract

Purpose

Intercultural interfirm relationships have become a new challenge for international management. The purpose of this paper is to explore differences in computer‐mediated negotiation behavior between participants who come from nations which differ as regards two major cultural values: individualism and collectivism.

Design/methodology/approach

This is an empirical study with a sample containing 170 negotiators with different cultural backgrounds; it comprises content analysis; and multivariate analysis of variance models.

Findings

Comparing negotiators from Asian, North American, and European cultures, it is found that people who come from an individualist culture exhibit different negotiation strategies to individuals from a collectivist culture.

Practical implications

Based on the results management may sensitize negotiators in intercultural interfirm relationships to their counterparts' communication strategies.

Originality/value

The paper highlights how negotiators' cultures affect their strategic orientation.

Citation

Graf, A., Koeszegi, S.T. and Pesendorfer, E. (2010), "Electronic negotiations in intercultural interfirm relationships", Journal of Managerial Psychology, Vol. 25 No. 5, pp. 495-512. https://doi.org/10.1108/02683941011048391