Global -managers can benefit from studying differences in negotiating behaviors (and the underlying reasons for them), which can help them recognize what is happening in the negotiating process. Exhibit 5-5 shows some examples of differences among North American, Japanese, and Latin American styles. Brazilians, for example, generally have a spontaneous, passionate, and dynamic style. They are very talkative and particularly use the word nc5 extensively-in fact, more than 40 times per half hour, compared with 4.7 times for Americans and only 1.9 times for the Japanese. They also differ markedly from the Americans and Japanese by their use of extensive physical contact.21
The Japanese are typically skillful negotiators. They have spent a great deal more time and effort studying American culture and business practices than Americans have spent studying theirs. A typical example of this contrast was apparent at recent trade negotiations between Japan and the United States in 1994. Charlene Barshefsky-though a tough American international lawyer-had never visited Japan before being sent there as a trade negotiator, and she had little knowledge of her counterparts. But Mr. Okamatsu, as most Japanese negotiators, is very familiar with America. He lived in New York for three years with his family and had spent many years handling bilateral trade disputes between the two countries. The different styles of Mr. Okamatsu and Ms. Barshefsky were apparent in the negotiations. Ms. Barshefsky wanted specific import goals. Mr. Okamatsu wanted to talk more about the causes of trade problems rather than set specific targets, which he calls the cooperative approach. Ms. Barshefsky snapped that the approach is nonsense and would analyze the past to death, with no link to future change. Such differences in philosophy and style between the two countries reflect ten years of anger and feelings of betrayal in trade negotiations. John Graham, a California professor who has studied international negotiating styles, says that the differences between American and Japanese styles are well illustrated by their respective proverbs: the American believes that the squeaking wheel gets the grease, and the Japanese say that the pheasant would not be shot but for its cry.23 The Japanese are calm, quiet, patient negotiators; they are accustomed to long, detailed negotiating sessions. Whereas Americans often plunge
straight to the matter at hand, the Japanese want instead to develop long-term, personal relationships. The Japanese want to get to know those on the other side and will spend some time in nontask sounding-general polite conversation and informal communication before meetings (nemawashi).
In negotiations, the Japanese culture of politeness and the hiding of emotions can be disconcerting to Americans when they are unable to make straightforward eye contact or when the Japanese maintain smiling faces in serious situations. It is important that Americans understand what is polite and what is offensive to the Japanese (and vice versa). Americans must avoid anything that resembles boasting because the Japanese value humility, and they must avoid physical contact or touching of any sort. Consistent with the culture-based value of maintaining harmony, the Japanese are likely to be evasive or even leave the room rather than give a direct negative answer. Fundamental to the Japanese culture is a concern for the welfare of the group; anything that affects one member or part of society affects the others. Thus, the Japanese view decisions carefully in light of long-term consequences; they use objective, analytic thought patterns; and they take time for reflection.
Further insight into negotiating styles around the world can be gained by comparing the North American, Arab, and Russian styles. As shown in Exhibit 5-6, basic cultural values often shed light on the manner in which information is presented, whether and how concessions will be made, and the general nature and
duration of the relationship. -
For North Americans, negotiations are businesslike; their factual appeals are based on what they believe is objective information, presented with the assumption that it is understood by the other side on a logical basis. Arabs use affective appeals based on emotions and subjective feelings; Russians employ axiomatic appeals-that is, their appeals are based on the ideals generally accepted in their society. The Russians are tough negotiators; they stall for time until they unnerve Western negotiators by continuously delaying and haggling. Much of this is based on the Russians' different attitude toward time. Because Russians do not subscribe to the Western belief that time is money, they are more patient, more determined, more dogged negotiators. They try to keep smiles and other expressions of emotion to a minimum to present a calm exterior.
In contrast to the Russian, Arabs are more interested in long-term relationships and therefore are more likely to make concessions. Compared with Westerners, Arabs have a casual approach to deadlines and frequently lack the authority to finalize a deal.
UNDERSTANDING NEGOTIATION STYLES : Economic article from Global Management Catagory UNDERSTANDING NEGOTIATION STYLES
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