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Choice of negotiation communication medium: The impact of individual processing styles and cultural characteristics on negotiator satisfaction. / Clare Severn
Swansea University Author: Clare Severn
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The Internet offers the possibility to perform cross-cultural sales negotiations online. Recent work on sales negotiation has focused on how to negotiate successfully in the cross-cultural environment. Yet, while the rise in Internet use makes the prospect of 'virtual' negotiations a reali...
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The Internet offers the possibility to perform cross-cultural sales negotiations online. Recent work on sales negotiation has focused on how to negotiate successfully in the cross-cultural environment. Yet, while the rise in Internet use makes the prospect of 'virtual' negotiations a reality, the existing research on cross- cultural negotiations focuses on face-to-face interactions, while research on negotiations online remain limited to its technical aspects, such as network support systems. Whilst much is known about how to facilitate the success of face-to-face negotiations, little research has been carried out concerning the impact that the change of medium will have on the sales negotiation process. Consequently, little is known about the impact of removing direct interaction on the success of (virtual) negotiations. A fundamental aspect of negotiation success, for example, is that the more satisfied a negotiator is with the process of a negotiation, the more satisfied a negotiator is with the outcome of the negotiation (Suh: 1999). This research looks at the existing literature on cross-cultural negotiations and Internet negotiations and develops propositions to investigate the impact of changing the communication medium of negotiation on negotiation success. In order to test the propositions, a simulation experiment, using students at University of Wales Swansea was used. The final sample consisted of 60 students from two distinctly different cultural groups (British and Greek). Participants were asked to record their satisfaction levels for three different aspects of the negotiation (process, outcome and communication medium) when using two different communication mediums to conduct the negotiation. The results indicated that changing the negotiation communication medium had a statistically significant impact on negotiators ' satisfaction. The findings, managerial implications and directions for future research are discussed.
School of Management