The Interplay of Linguistic Relativity and Cultural Framing: How Language and Culture Shape Strategic Flexibility in Cross-Border Negotiations

Abstract

This thesis investigates how linguistic structures and cultural framing shape strategic behavior in cross-border negotiations. Drawing on the theory of linguistic relativity and intercultural communication, the study analyzes data from five language groups— US-English, German, Italian, Mexican Spanish, and Vietnamese—across different dimensions. Rather than producing a universal ranking of strategic flexibility per se, the research maps culturally contingent tendencies onto a two-dimensional matrix: communicative orientation (pragmatic vs. relational) and strategic adaptability (rigid vs. flexible). The matrix identifies culturally embedded "landing zones" where patterns of behavior converge. These zones reflect the cognitive-pragmatic orientation of speakers: culturally conditioned repertoires through which negotiators perceive ambiguity, manage conflict, and frame intent. Language is shown to be a structuring force—shaping notions of agency, evidence, and time—while cultural norms guide preferences for hierarchy, directness, and relational emphasis. Together, these elements produce situated negotiation strategies that emerge not as fixed traits but as adaptive responses to the complexities of intercultural interaction. By reframing strategic flexibility as an emergent, context-dependent competence, this research contributes to a more nuanced understanding of global negotiation dynamics—one that recognizes the inseparability of language, culture, and strategic behavior in international business settings.

Date of Award	2025
Original language	English
Supervisor	Piotr Kwiatek (Supervisor)