To read this content please select one of the options below:

Culture and negotiation strategy

Jeanne M. Brett (Kellogg School of Management, Northwestern University, Evanston, Illinois, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 2 May 2017




This study aims to explain to negotiators how to go about learning about their counterpart’s interests and priorities and the strategies they are likely to bring to the intercultural negotiation table.


This study provides a review of theoretical and empirical literature on culture and negotiation strategy.


This study helps to understand the counterpart’s environment, including recent developments on the political economic and social front that define and constrain the role of the firm in society, affect the firm’s access to capital, generate the criteria by which society evaluates the firm and determine the level of involvement of government in the firm’s affairs. This study also explains how to investigate the counterpart’s interests and priorities – the motivations that underlie negotiator’s positions. Finally, it explains how to use multi-issue offers (MIOs) and patterns of changes in MIOs to infer the counterpart’s interests and priorities.


Negotiating in a global environment benefits from a clear understanding of how negotiators’ cultures influence their interests and priorities and the strategies they bring to the intercultural negotiation table.



Brett, J.M. (2017), "Culture and negotiation strategy", Journal of Business & Industrial Marketing, Vol. 32 No. 4, pp. 587-590.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

Related articles