Japanese, Chinese, and other cultural groups in Asia, it is said, often
consider that the goal of a negotiation is not a signed contract, but the creation
of a relationship between the two sides (e.g., see Pye 1982). Although
the written contact describes the relationship, the essence of the deal is the
relationship itself.
As a group, the respondents in this survey were fairly evenly divided on
this question, with 54 percent viewing contract as a negotiating goal and 46
percent indicating that pursuing relationship was the goal. Similarly, while
males had a slight preference for contract (57.3 percent) and females for relationship
(52.5 percent), the difference was not significant, and certainly not
as significant as the literature on gender might lead one to believe.
On the other hand, the survey results revealed significant differences
both among cultures and professions on this question. Thus, with respect to
national cultures, only 26 percent of the Spanish respondents claimed that
their primary goal in a negotiation was a relationship compared to 66 percent
of the Indians. On the other hand, the preference for a relationship was
not as pronounced among the Chinese (54.5 percent) as one might have
expected from the literature, and the Japanese appeared almost evenly
divided on the question as did the Americans. Table 1 summarizes the survey
results on this issue.
Japanese, Chinese, and other cultural groups in Asia, it is said, oftenconsider that the goal of a negotiation is not a signed contract, but the creationof a relationship between the two sides (e.g., see Pye 1982). Althoughthe written contact describes the relationship, the essence of the deal is therelationship itself.As a group, the respondents in this survey were fairly evenly divided onthis question, with 54 percent viewing contract as a negotiating goal and 46percent indicating that pursuing relationship was the goal. Similarly, whilemales had a slight preference for contract (57.3 percent) and females for relationship(52.5 percent), the difference was not significant, and certainly notas significant as the literature on gender might lead one to believe.On the other hand, the survey results revealed significant differencesboth among cultures and professions on this question. Thus, with respect tonational cultures, only 26 percent of the Spanish respondents claimed thattheir primary goal in a negotiation was a relationship compared to 66 percentof the Indians. On the other hand, the preference for a relationship wasnot as pronounced among the Chinese (54.5 percent) as one might haveexpected from the literature, and the Japanese appeared almost evenlydivided on the question as did the Americans. Table 1 summarizes the surveyresults on this issue.
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