Business and Professional Communication Quarterly May 2024 Open Access

From Diverse Perspectives to Unified Agreements: Intercultural Negotiation Dynamics in the Digital Age

Renata Čuhlová Masaryk University ; Jaroslav Demel Technical University of Liberec

Abstract

This article aims to investigate the role of cultural differences within the current international business environment affected by technological advances, concentrating on the negotiation procedure and its outcome. The conclusion is based on the analysis of email interviews between top negotiators from the Czech Republic with long-term professional experience worldwide. The authors suggest considering a salesperson culture as a dynamic framework of top-down–bottom-up processes across cultural levels. Research indicates that, despite a reduction in costs thanks to the migration of negotiation meetings to online platforms, negotiators still prefer face-to-face meetings as the primary mode when managing intercultural nuances.

Journal
Business and Professional Communication Quarterly
Published
2024-05-30
DOI
10.1177/23294906241253516
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