The impact of cultural styles on negotiation: a case study of Spaniards and Danes

This study comparing Spanish and Danish negotiation styles suggests that culture-specific factors are critical in understanding multicultural communication. Although the two groups received identical training in negotiation styles, they retained key differences in terms of topic allocation, verbal immediacy and topic progression; the Spanish were substantially more people-oriented, whereas the Danish were substantially more task-oriented. These results suggest that the two groups of negotiators would view each other´s negotiating styles critically because of the differences in their cultural styles