Culture and trust impact intercultural business negotiations

Research published in the Journal of Operations Management indicates that cultural differences significantly impact negotiations between buyers and suppliers from different backgrounds. An experimental study by researchers Dina Ribbink and Curtis Grimm found that culture influences negotiation outcomes, trust levels, and bargaining strategies in international commercial relations.

Additional research involving over 600 procurement professionals suggests that the impact of trust and organizational performance on long-term orientation varies depending on the cultural characteristics of the participants.

In practice, entrepreneur Jun Chen, who manages projects between Brazil and China, notes that while digital tools facilitate scheduling and document exchange, they often fail to convey full context regarding expectations, protocols, or communication styles. Chen emphasizes that face-to-face meetings are essential for understanding people and avoiding misinterpretations, providing necessary context before formal contracts are established.