There are many ‘culture sceptics’ out there who think that acquiring cultural literacy in a cross-cultural negotiation is irrelevant, redundant and a pure waste of time. They cannot be blamed. After all, every negotiator is aware that the bottom line counts in a negotiation, particularly in a commercial negotiation. The common driving force in such a negotiation is profit, and profit does not discriminate on the basis of race, religion or gender. The thinking then, comes down to this — if a negotiator is profit-driven, then that negotiator cannot be seen to be playing another game with a different set of rules.
Goh, Bee Chen
"Culture: the silent negotiator,"
2, Article 3.
Available at: http://epublications.bond.edu.au/adr/vol2/iss2/3