Author(s): Hanene Hammami and Mohsen Debabi
This research delves into the domain of international marketing, with a specific focus on intercultural trade negotiations. While existing studies have explored the broader impact of culture on negotiation outcomes, there is a significant gap in understanding the role of intercultural competence in optimizing both relational and economic outcomes in negotiations involving masculine and feminine cultures. Additionally, the influence of unethical tactics, such as bluffing, on these outcomes has not been comprehensively addressed.
To fill these gaps, this study employs an exploratory qualitative approach, conducting in-depth interviews with professional negotiators experienced in international negotiations across different cultural dimensions. The findings offer new insights into how intercultural competence affects negotiation success and how bluffing moderates this relationship. Our primary contribution is the development of a theoretical model that clarifies the complex interplay between culture, competence, and ethics in intercultural negotiations. This model provides valuable guidance for researchers and practitioners alike, offering a deeper understanding and practical strategies for achieving successful international negotiations. Practitioners should focus on enhancing intercultural competence and adapting negotiation strategies to specific cultural contexts. Emphasizing ethical practices and utilizing the proposed theoretical model can lead to improved negotiation outcomes and the cultivation of sustainable international relationships.