Global Business Negotiation

ESEUNE Business School

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Prof. Begoña Jamardo

Global Negotiation Fundamentals

Professor Begoña Jamardo

Director of the Master in International Business. Novacaixagalicia Business School.


Nearly two-thirds (60%) of employers globally say that intercultural skills, or the ability to work effectively with individuals and organizations from cultural backgrounds different from their own, are very important to their organization, according to a new Ipsos Public Affairs poll (

This survey included employers working in public, private, and non -profit organizations in the US, Brazil, UK, South Africa, UAE, Jordan, India, China and Indonesia. Globally, employers primarily understand intercultural skills to be the ability to understand different cultural contexts and viewpoints (44%); demonstrating respect for others (35%); and knowledge of a foreign language (28%).The survey found that employers recognize clear business to hiring candidates with intercultural skills, business values such as keeping their teams running effectively (40%) and building trust and relationships with clients (35%) in employees with intercultural skills. Organizations whose employees lack these intercultural skills are more exposed to risks such as miscommunication between teams (37%) and damage to the organization’s reputation or brand (27%).


  1. How does culture affect our perception of the world?

  2. Do we live in a global village? : Globalization and diversity.

  3. What culture is not: miscategorisations and stereotypes

  4. So… what is culture?

Team work: Miscategorisations and stereotypes

  1. Case.1. Do we understand each other?

  2. Case.2. Making initial contacts

  1. The universal dimensions of culture: Hofstede Model

  2. Intercultural negotiations

Team work:

1. Strategy Design

2. RecruitmenT

3. Decision MakinG

4. Process Development

5. Managerial Style & Socializing

6. Negotiation Styles

7. Intercultural negotiator profile

Questionnaire: Business protocol in negotiating with European countries


1.Failure of Global Assignments
2.Cultural shock
3.In search of CQ
4.Strategic thinking

Self-assessment Test

1.Personal CQ: Strategic Thinking, motivation and behaviouR

2.Social shock profile

Team work: Developing CQ in China

Strategic Thinking




    The impact of body language in human communication

  1. How much is universal and how much is culturally bound?

  2. Creating rapport: mirror neurones.

  3. Use of body language : High context and low context cultures

  4. Use of personal space (proxemics)

  1. Tolerance to body contact (haptics)

  2. Basic cultural differences in facial expressions

  3. Cultural variations in handshaking styles

Team work: What to wear where

Role-Playing: Western handshaking style


10:00 - 12:30 Lecture

12:30 - 13:30 Lunch

13:30 - 14:30 Work Group

14:30 - 15:00 Break networking

15:00 - 17:30 Lecture & Discussion

Classes will take place 28 and 29 November , from 10.00 am to 5.30 pm

Saturday, Nov. 28th, 10pm to Sunday, Nov. 29th, 5:30pm

Training Center, Building 1, Zhongbei Headquarters Economic Industrial Park, Xiqing Automobile Industrial Zone, 300384 Tianjin

Address in Chinese: 西班牙卡斯提尔商学院- 中国项目地址: 天津市西青汽车工业区中国北总部经济产业园1号楼培训中心300380

RSVPs are enabled for this event.

ESEUNE Business School Tianjin

Contact person for coordinating how to arrive to our school : Wendi +86 177 0227 8167