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Negotiating into China: the impact of individual perception on Chinese negotiation styles

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  • Zhenzhong Ma

Abstract

Purpose - As one of the most important emerging markets, China presents the greatest challenge to companies that are planning to enter its market. The purpose of this study is to examine a critical process required for any successful market entry – negotiation – and explore the impact of individual perception on negotiation process within Chinese culture. Design/methodology/approach - Specifically, the paper explores how negotiators' perception of the negotiation structure and the alternatives to the negotiated agreement would affect negotiation behaviors and outcomes in a Chinese context. Findings - The results showed that the perception of an integrative potential for the negotiation situation predicted more integrative behaviors and the perception of better alternatives predicted more competitive behaviors during a negotiation simulation. Originality/value - Implications are discussed on how to negotiate into China.

Suggested Citation

  • Zhenzhong Ma, 2006. "Negotiating into China: the impact of individual perception on Chinese negotiation styles," International Journal of Emerging Markets, Emerald Group Publishing Limited, vol. 1(1), pages 64-83, January.
    • Handle: RePEc:eme:ijoemp:17468800610645013
    DOI: 10.1108/17468800610645013
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