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Culture in context

Negotiation as a commercial action has so many inspirational aspects, as the theory of

"culture as shared values dictates, culture is a major factor but it is not sufficient. Culture is
defined as values and beliefs maintained by a group. Those different values contrast and thus
create individualism and collectivism and subliminally distributive and integrative
Collectivism engage the negotiators to proceed in integrative bargaining, which leads
them to think of their jobs as less competitive for collectivism perceives success as collective
effort although it is a better field for information exchange.
The Culture in Context theory treats negotiators not as passive representatives of
culture, but as regulators of a complex negotiation system. This theory perceives negotiators
as active representatives of culture, contextual factors such as age and personality also affect
the negotiators style as much as their cultures do. Those contextual factors are identifiers to
one's outcome.
Negotiators however are not all subject to one rule for they are, at times likely to be
solely influenced by their bargaining role and partner behavior. Individualistic-collectivism is
not a set of stables states for it allows information exchange, negotiators either in collectivism
or individualistic communities are equally seeking information exchange.
As stated, the connection between cultural values and negotiation is limitless, each
value creates or reinforces a negotiating strategy.
Collectivism was primarily introduced to evaluate the work of a group and achieve
common goals in the negotiating process whereas the individualistic theory is based on
personal set of rules and concentered personal goals. It is basic to underline the variances.

It is known that cultural values create differences in negotiating norms. Therefore, it is
helpful to know and understand the connection between the culture and the negotiation
strategies of the other party.
Western culture concerns itself primarily with the needs and goals of the individual.
Autonomy is highly regarded and protected in society. Unlike collectivism, self-identity is not
dependent on the characteristics of a larger group.

We have stated that members of a collectivist society are more sensitive to the needs
of others and they approach the negotiation process with the needs of the group in mind.
When members of this group negotiate, they are most cooperative when negotiating with
members of a like group. They tend to become more competitive when negotiating with those
of different groups.
Egalitarianism vs. hierarchy. In hierarchal societies social status implies power.
Having a hierarchal structure reduces conflict by providing a norm and people do not


outside the norm. As a positive, members of a hierarchal society are required to look out for
those that are socially inferior to them, which is quite the opposite in an egalitarian society.
Egalitarianism encourages resolution of conflict on ones own personal and social boundaries
are permeable.
In the negotiation process, information is highly valued and communication style plays
a major role in the outcome of intercultural communication.
The Culture as Shared Values theory is based on the differences between cultures and
their values and how it results in different negotiating techniques especially between
individualistic and collectivistic cultures. Culture does not necessarily determine how one will
go about negotiating.
Sometimes, differences in integrative and distributive bargaining preferences may
have to do more with contextual factors as opposed to where one is on the individualcollective continuum. In addition, individualism-collectivism is not necessarily the only link
to how a negotiator preconceives competitiveness in negotiation.
We would like to conclude with the assurance that despite cultural differences, optimal
results in the negation process can still be achieved. There are three key elements for success:
parties to a negotiation must value the sharing of information, there must be a means to search
for information, and finally, both parties in the negotiation process must be willing to search
for the information. When exercising these three key factors, both parties should be able to
walk away with acceptable outcomes.