Culture in Business Negotiations: A comparison of tourism companies in Sweden and Tanzania
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Successful business negotiation is important for companies all over the world. To be successful is however not by winning the negotiation, it is by making the agreement a win-win for all parties. Looking at how buyer-seller negotiation looks like in different parts of the world makes for a greater understanding of how negotiation is influenced by culture.
The purpose of this thesis is to gain deeper understanding of the negotiation process in different countries and describe the influence of culture on the business negotiation process The thesis examine how companies in the tourism industry in Sweden and in Tanzania negotiate with suppliers and customers, how the negotiation process looks like and how it is influenced by national culture. The culture aspect is analysed by using the theories of Geert Hofstede on cultural dimensions. The three dimensions of power distance, individualism and indulgence are analysed as how they influence the negotiation process. Descriptive research method used in this thesis to describe relevant literature and data that have been collected. Data have been collected by interviewing representatives from two Swedish and two Tanzanian tourism companies. The study relied on qualitative research approach because of the complexity of the area and the purpose of describing the influence of culture on the negotiation process.
The thesis has shown that the tourism industry has got similarities in different parts of the world, though to the international aspect of tourism. Differences have been shown in the negotiation process and how it looks like in Sweden and Tanzania. The Swedish negotiation process are characterized by trust, both in trusting the supplier to deliver and the customer to pay. Low power distance and higher level of individuality in Sweden is connected to the trust in the culture. The Tanzanian negotiation process are heavily characterized by lack of trust, higher power distance and low level of individualism influences the negotiation process.
Place, publisher, year, edition, pages
2016. , 48 p.
IdentifiersURN: urn:nbn:se:ltu:diva-60191OAI: oai:DiVA.org:ltu-60191DiVA: diva2:1044997
Business Administration, bachelor's level
Ek-Styvén, Maria, Biträdande professor