New book by Prof. Jean-Claude Usunier
Jean-Claude Usunier, Professor Emeritus at HEC Lausanne, University of Lausanne and an expert in international marketing, has just published his book "Intercultural Business Negotiations" (Routledge).
About the book
Negotiation occupies a dominant position in the business world, particularly when it involves international transactions. Understanding and managing cultural differences are essential to successful negotiations in an increasingly globalised commercial environment.
The new book by Prof. Usunier focuses on two essential components of negotiations: the deal and the relationship. Countries and cultures assign different values and levels of priority to each of these elements, both during the negotiation process and in terms of the desired outcome (a long-term relationship versus a simple business arrangement for a limited period).
"Intercultural Business Negotiations" sets out a detailed, contextualised approach. The book provides managers with the key business skills they need to tackle complex negotiations where the partners have different cultural expectations, communications styles or attitudes to time, as well as different personal and professional backgrounds. It also systematically examines the interaction between personal (age, gender, occupation, etc.), situational (types of contract, etc.) and cultural factors.
About Professor Usunier
Jean-Claude Usunier is a Professor Emeritus at HEC Lausanne. He has over 30 years’ experience in the cultural and linguistic aspects of international marketing, intercultural commercial negotiations and cross-cultural management. To date, he has published 15 books and numerous research articles in international journals. He continues to be actively involved in teaching and research, as is clear from various citations and indexes in recent years, as well as the publication of this new book.
par Myriam Bango-Lepage (Faculté des HEC)