The_Essential_Manager_s_Handbook

442 / DEVELOPING YOUR TECHNIQUE

Acknowledging differences

Asian culture is characterized by concern

for people’s feelings. It emphasizes

interdependence, cooperation, and

harmony, while Western culture tends

to be more competitive and achievement-

oriented, and rewards assertiveness.

Like Asian culture, in South America

good relationships are vital, but so is

emotional expression.

Asian and South American societies

tend to give a higher priority to collective

goals; self-sacrifice for the good of the

whole is a guiding principle. Also, there

is a greater acceptance of unequal

power distribution, and relationships

are built based on differences of

status, age, and gender.

Avoiding uncertainty

Another cultural differentiator is

the level of comfort of individuals

in ambiguous situations. Business

people in China and Japan like to avoid

uncertainty, preferring structured and

clear situations in which they are able

to make decisions after careful

evaluation of a large amount of

information. Contrast this with some

Western societies, where people are

more comfortable with ambiguous

situations and are prepared to make

quick decisions based on a limited

amount of information. In South America,

people may be deliberately ambiguous to

avoid being directly negative.

Be aware too that there are

differences in communication styles:

Asians may be “high context” (indirect,

implicit, and suggestive), while those

from the West are “low context”—more

direct and specific.

Understanding emotions

South American business people often

seek to form close, friendly relationships

at the outset of any negotiation. They

may talk and express their emotions

with a level of intensity that many Asian

and European cultures avoid.

MAKE A CONNECTION

Present your partners with

a long-term vision of the

mutual benefits of a deal,

stressing your personal

relationship rather than

legal obligations.

Tip

Business people in China and

Japan like to avoid uncertainty,

preferring structured and

clear situations in which they

make decisions after careful

evaluation of information

Asian and South American

societies give a higher

priority to collective

goals; self-sacrifice for

the good of the whole

is a guiding principle

US_442-443_Negotiating_int_3.indd 442 30/05/16 3:07 pm