Keywords: cross-cultural approaches, United States, USA, Vietnam, Malaysia, negotiation skills, perceptions, cross-national studies, college students, negotiation styles, negotiation strategies, individualist cultures, individualism, individuals, Asia, collectivist cultures, collectivism, managerial implications, universities, higher education, Western attitudes, business, globalisation
Perceptions and strategies in the negotiation process: a cross-cultural examination of USA, Vietnam and Malaysia
As part of a cross-national study (using survey data), this paper analyses the perceptions of college students regarding negotiation skills, styles and strategies across three countries: USA (n = 457), Vietnam (n = 391) and Malaysia (n = 347). This study presents and examines a number of hypotheses related to the negotiation process. The findings indicate that US students (from the West with an individualist culture) were found to have different negotiation perceptions from those of Malaysian and Vietnamese students (from Asian with a collectivist culture). The findings of this study support previous studies on cross-cultural negotiations. Managerial implications of the findings and an agenda for future research are discussed.