国际商务谈判英语（第二版）第03章心理学及文化对商务谈判的影响

1、International Business Negotiation EnglishChapter Three The Impact of Psychology and Culture on Business Negotiation心理学及文化对商务谈判的影响Learning focus : (学习要点)Knowing of background knowledge concerning culture in negotiation 了解谈判中的文化背景知识Understanding the importance of need theory and cultural factors in n

2、egotiation 理解需求理论与文化因素在谈判中的重要性Comprehending The Impact of Psychology and Culture on Business Negotiation 深刻理解心理学及文化对商务谈判的影响Mastering application the Negotiation and the Need Theory to business negations 掌握谈判需求理论在商务谈判中的应用3.1 Negotiation and the Need Theory 谈判需求理论1.Conception and importance of need th

3、eory In negotiation，how to use the need theory to find, analyze and satisfy each others needs is helpful for any negotiator to gain the most possible benefits .Problem-solving negotiationMaslows need theory Maslow classifies human needs under five main headings，say: Survival Needs Security and Safet

4、y Needs,Social Needs Ego or Esteem Needs Self-realization Needs 3.1 Negotiation and the Need Theory 谈判需求理论1.Survival Needs Our most important need is to survive（ food, water, shelter and rest. ）The negotiators survival needs in negotiation (dress, food, accommodation, and traveling.)The need to dres

5、s properlyThe proper dressing : Inspiring yourself and your peers Winning your opponents admiration and approval Strengthening negotiating power. lower dressing standard: have some psychological pressure being despised by your opponentThe need to eat well( food :healthful ; accommodation: quiet/comf

6、ortable/convenient )The need to travel conveniently (convenient traffic and communication)3.1 Negotiation and the Need Theory 谈判需求理论2. Negotiation and security needs The physical safety: living a comfortable, safe and secure lifeThe economic security: a steady job/life insurance/a saving accountThe

7、need for safe and security (personal/ positional / economical benefits） The guest negotiator is not familiar with the local social situation/customs The host should pick up and send off , accompany visiting placesThe need for status Status security represents that both parties willThe wrong idea of

8、negotiation:A correct understanding of negotiation:A negotiators work should not be evaluated by the standard of reaching an agreement.3.1 Negotiation and the Need Theory 谈判需求理论3. Negotiation and social needs The conception of Negotiation and social needs ：The Negotiation and social needs in negotia

9、tion： A negotiator usually hopes: to establish a friendly relationship with the other party.to have a solidarity team of their ownhope to have a comfortable and friendly negotiating environment. Therefore negotiators（especially the chief negotiator）shouldremain a psychologically friendly and coopera

10、tive attitude seize every chance to strengthen the friendship with the opponent3.1 Negotiation and the Need Theory 谈判需求理论4. Negotiation and ego needs Negotiation and ego needs is the need for self-respect and respect from others ，both by material goods and by respect. Ones need for respect is from t

11、hree different sources: the respect of his colleagues back home the respect of the other party the self-respect focusing on his success in winning 3.1 Negotiation and the Need Theory 谈判需求理论5. Negotiation and self-realization needs Self-realization (“creative” need) , desiring: to become his best sel

12、f to realize his capabilities to the fullestThe satisfaction of the self-realization needs in negotiation are the highest needs level for the negotiator that is also the most difficult need to meet , depending on the achievement the negotiator has made. Comparing negotiating achievement obtained sho

13、uld take the favoring condition and difficult situation into account .3.2 Across-cultural Negotiating 跨文化谈判Background：Definition： Culture generally refers to the knowledge, beliefs, arts, laws, morals, customs, habits, and capabilities acquired by individual who interacts in a specific area of socie

14、ty. Transcending cultural limits is a formidable but essential task if negotiations with foreign parties are to succeed. Every one is a product of his or her cultural environment. Cultural differences may complicate and interfere with our negotiation. Therefore :Understanding the influence of cultur

15、e on international business is vital. Understanding cultural differences affects almost every part of the negotiating process., 3.2 Across-cultural Negotiating 跨文化谈判1. Cultural factorsThe elements of culture that have an important impact on international business negotiations are the following six d

16、imensions :Values: evaluating actions and their consequencesaffect the willingness to take risks ，leadership values towards time: an invisible influence on international business negotiations. long-range issues such as the strategic framework Gender (Masculine cultures/Feminine cultures) Masculine c

17、ultures : assertiveness, independence, in win-or-lose terms Feminine cultures: value modesty, cooperation, nurturinguncertainty avoidance: in high / low uncertainty-avoidance culturespower distance: in High/low power-distance cultures values towards relationship: Individualism/Collectivism 3.2 Acros

18、s-cultural Negotiating 跨文化谈判1. Cultural Influences Not knowing of different cultures may lead to misunderstandings.Some cultural influences are difficult to predictCulture affects the range of strategiesConsequently, when faced with a complex negotiating task, people in different countries may use different approaches to make a decision. Knowing these differences will facilitate anticipating the reactions of the other side in