Every negotiator will develop a strategy that reflects his or her personal style, but
each individual is also influenced by a national negotiating style as has been substan-
tiated by numerous academic studies and research reports. The varying national styles
are products of dissimilar historical legacies, definitions of trust, cultural values,
decision-making processes, approaches to risk taking, attitudes toward formality, per-
ceptions of time, cognitive patterns, and of course, communication styles.^22 Research
has also disclosed that national negotiating styles are strongly influenced by culture,
and the behaviors displayed during bargaining sessions often reflect the more promi-
nent cultural characteristics of that nation. For example, although China, Japan, and
Korea have different national negotiation styles, all adhere to bargaining procedures
that reflect a collectivistic theme. On the other hand, Western nations normally dis-
play individualistic-based negotiation behaviors. To demonstrate further, Table 10.6
presents an overview of the primary Chinese and U.S. culturally based negotiation
characteristics, which will be more fully developed in the following discussion. But
before beginning that discussion, we need to explain our decision to use China and
the United States as examples. Our rationale is quite simple—in the global market,
China and the United States represent the two largest economies, which means that
both commercial and diplomatic negotiations between representatives of the two
nations will continue to occupy a prominent position well into the future.
The national negotiation styles generalized to Chinese and U.S. business represen-
tatives are rather disparate. The most conspicuous difference is the ultimate objective.
Although each side strives to obtain the most advantageous agreement possible, there
are signal differences in the underlying attitude. The Chinese approach negotiations
with a vision toward establishing a continuing, lasting collaborative relationship.
They usually seek agreements that have a long-term, relational basis. This will be evi-
dent in the Chinese initial efforts to socialize and become better acquainted with
their U.S. counterparts. This objective of building a trusting relationship is another
reflection of the importance ofguanxi(i.e., social network/relationship) in Chinese
society. The goal is to develop an affiliation founded on mutual respect and trust, an
association that not only will smooth the way for the current project but also holdsTABLE 10.6 Negotiation Styles
CHINA UNITED STATES
Objective- Cooperativerelationship • Written legal contract
Characteristics- Relationship based • Task based
- Between individuals • Between organizations
- Long-term focus • Short-term focus
- Process oriented • Goal oriented
- Holistic • Objective, logical, linear
- More information needed • Less information needed
- Low initial trust • High initial trust
- Nonconfrontational • Assertive, confrontational
- Particularistic ethics • Universal ethics
Source:E.R.McDaniel.
352 CHAPTER 10• Intercultural Communication in Contexts
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