Cross-Cultural Preparations for Sales Negotiations
: A Comparative Study between Austria and the United Kingdom

  • Zoya Zavyalova

Student thesis: Master's Thesis

Abstract

In today's global business environment, the ability to navigate cultural differences is more important than ever, especially during negotiations. This thesis, titled "Cross-Cultural Preparations for Sales Negotiations: A Comparative Study between Austria and the United Kingdom," explores how cultural differences between Austria and the UK impact sales negotiations and how managers can better prepare for these challenges. With businesses becoming more global, negotiators frequently find themselves working with people from different countries, what makes cultural intelligence - the ability to understand and adapt to different cultural backgrounds - a critical skill. Although cultural intelligence has been widely studied, there hasn't been much focus on its impact specifically on crosscultural negotiations, which this thesis seeks to address. The study is grounded in established cultural theories, specifically Hofstede's cultural dimensions and Hall's high- and low-context communication styles. These frameworks provide a basis for understanding the cultural differences that influence negotiation practices in Austria and the UK. This thesis addresses a significant research gap by using qualitative research methods to explore the specific challenges and preparation strategies unique to cross-cultural negotiations between Austrian and British companies. Unlike prior studies that offer a general understanding, this research delves deeper into the intricacies of these cultural differences, providing detailed insights that can guide more effective negotiation practices. Through qualitative interviews with 10 professionals experienced in cross-cultural negotiations between Austria and the UK, the study reveals that professionals with higher cultural intelligence tend to use more cooperative strategies and are better at building trust and maintaining long-term relationships. Additionally, it identifies key cultural challenges that often arise in these contexts and offers tailored strategies for preparation, emphasizing the importance of understanding cultural dimensions, engaging in cultural training, and practicing through simulations. The study also emphasizes the importance of thorough preparation before entering crosscultural negotiations, emphasizing the importance of understanding cultural dimensions, engaging in cultural training, and practicing through simulations. Understanding the cultural differences between Austria and the UK can help managers avoid misunderstandings and improve negotiation outcomes. In summary, this thesis shows that by enhancing their cultural intelligence and preparing for cultural differences, managers can achieve better results in cross-cultural negotiations and foster stronger business relationships between Austrian and British companies.
Date of Award2024
Original languageEnglish
SupervisorRobert Füreder (Supervisor)

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