The influence of cultural differences on business negotiation on the example of hotel Kempinski

Poslovno pregovaranje je postalo opće rasprostranjen koncept kojeg koristi veliki broj poslovnih subjekata kako bi se uz konsenzus ostvarili poslovni ciljevi poduzeća. Uzimajući u obzir visoko-kompetitivnu prirodu suvremenog poslovnog okruženja, mnoga poduzeća moraju pregovaranjem izboriti nabavu željenih sirovina ili postizanje željene prodajne cijene svojih dobara. Iako je poslovno pregovaranje koncept koji datira još od antičkog doba, tek je razvojem suvremene ekonomije dobilo na velikoj važnosti. Poslovno pregovaranje predstavlja kompleksan i često dugotrajan proces kojem je svrha postići dogovor sa suprotnom pregovaračkom stranom, u korist svih pregovarača. Uzimajući u obzir činjenicu da se poslovno pregovaranje u velikoj mjeri temelji na međuljudskom kontaktu i odnosima, postoje brojni psiho-fizički faktori koji utječu na uspješnost, odnosno ishod poslovnih pregovora, poput kulture pregovarača, pregovaračkog stila, gestikulacije te tona i dinamike govora. Kultura se ističe kao dominantan element pri uspješnosti međunarodnih pregovora, s obzirom da kulturne razlike mogu uvelike utjecati na percepciju suprotne pregovaračke strane, te značajno pospješiti ili ugroziti tok poslovnih pregovora. Kulturne razlike mogu biti manje te se očitovati u detaljima, ali mogu biti i veoma značajne, osobito ako su zemlje iz kojih pregovarači dolaze geografski veoma udaljene. Kulturne razlike u poslovnom pregovaranju vidljive su u svim koracima pregovaračkog procesa, od inicijalnog kontakta i sastanka s potencijalnim partnerima pa sve do finalizacije pregovora. U svrhu pružanja detaljnijeg uvida u specifičnosti međunarodnog poslovnog pregovaranja, istražene su ključne odrednice pregovaračkog procesa u Hotelu Kempinski Hrvatska, s naglaskom na pregovaranje s međunarodnim turističkim agencijama i turoperatorima, te pregovaranje s međunarodno korporativnim klijentima, u svrhu organizacije poslovnih događanja i odsjedanja u hotelu Kempinski.Business negotiation has become a widespread concept used by many business entities, in order to achieve the business goals of the company by consensus. Given the highly-competitive nature of the modern business environment, many companies must negotiate to procure the desired products or to achieve the desired selling price of their offered goods. Although business negotiation is a concept that dates to ancient times, it was only with the development of the modern economy that it gained significant importance. Business negotiation is a complex and often time-consuming process, the purpose of which is to reach an agreement with the opposing negotiating party, for the benefit of all negotiators. Taking into account the fact that business negotiation is largely based on interpersonal contact and relationships, there are numerous psycho-physical factors that affect the success or outcome of business negotiations, such as negotiator's culture, negotiation style, gestures and tone and dynamics of speech. Culture stands out as a dominant element in the success of international negotiations, given that cultural differences can greatly affect the perception of the opposite negotiating party, and significantly enhance or jeopardize the course of business negotiations. Cultural differences may be minor and manifest in detail, but they can also be very significant, especially if the countries from which the negotiators come are geographically very distant. Cultural differences in business negotiations are visible in all steps of the negotiation process, from the initial contact and meeting with potential partners, all the way to the finalization of negotiations. In order to provide a more detailed insight into the specifics of international business negotiations, the key determinants of the negotiation process in Hotel Kempinski Croatia were explored, with emphasis on negotiations with international travel agencies and tour operators, as well as the negotiations with international corporate clients