COMPARATIVE ANALYSIS OF CROSS-CULTURAL DIMENSIONS IN INTERNATIONAL BUSINESS NEGOTIATIONS

U radu se nastoji istražiti utjecaj kulture u pregovorima s poslovnim partnerima iz različitih zemljopisnih i kulturnih okruženja. Razmatra se pojmovno određivanje kulture i pregovaranja te analiziraju dominantni pregovarački stilovi u određenim dijelovima svijeta temeljem proučavanja postojećih sekundarnih podataka. Glavni cilj istraživanja je bio istražiti koji kulturološki čimbenici utječu na poslovno pregovaranje u pojedinim zemljama svijeta te dobivene rezultate usporediti s dominantnim pregovaračkim stilovima u Republici Hrvatskoj. Osim sekundarnih, u radu se koriste i primarni podaci koji su prikupljeni intervjuiranjem te anketnim ispitivanjem poslovnih ljudi u Republici Hrvatskoj. Na kraju rada obrađuju se podaci koji bi uz sva ograničenja, trebali dopuniti postojeća saznanja povezana s temom rada, barem na indikativnoj razini. Bolje poznavanje i uvažavanje međusobnih kulturoloških sličnosti i razlika trebalo bi pojednostaviti, ali i pospješiti ishode međunarodnih poslovnih pregovora. Na kraju se donosi zaključak o tome koje su implikacije i utjecaj kulture na pregovaranje sa poslovnim partnerima u Republici Hrvatskoj i svijetu.The paper seeks to explore the impact of culture in negotiating with business partners from different geographical and cultural backgrounds. The conceptual definition of culture and negotiation is discussed, and dominant negotiation styles in certain parts of the world that have been studied through existing secondary data are analyzed. The main objective of the research was to investigate which cultural factors influence business negotiation in individual countries, and to compare the results to the dominant negotiating styles in the Republic of Croatia. In addition to the secondary data, the paper uses primary data which was collected through interviews and surveys of people in the Republic of Croatia. At the end of the paper, data is processed, which with all its limitations should supplement the exiting knowledge associated with the subject of the paper, at least on a indicative level. A better understanding and appreciation of our cultural similarities and differences should render the results of international business negotiation simpler and more successful. Finally, the paper concludes on the implications and impact of culture on negotiating with business partners in the Republic of Croatia and worldwide