The Significance of Cross-cultural Communication in International Business Negotiation

  •  Tingqin Zhang    
  •  Hui Zhou    


With china’s entrance to WTO as well as the international trade global integration, we must carry on the international commercial negotiations inevitably. If we want to achieve a goal in intercultural negotiation, we should understand different negotiation styles in different countries. Because of the culture accumulation, the thinking mode as well as the different cognitive ways, the people in the West and China encounter the cultural conflict, which causes the failure of international commercial negotiations. So we must look for effective strategies and tactics, in order to break the deadlock in international business negotiation and make negotiation successful.

This work is licensed under a Creative Commons Attribution 4.0 License.