Accumulative Report

THE PEOPLE’S COMMITTEE OF BINH DUONG PROVINCE

THUDAUMOT UNIVERSITY
FACULTY OF FOREIGN LANGUAGES


Accumulative Report
Title:
The differences in business
negotiation culture between
American and Vietnamese.

Student: Đỗ Hữu Phát Code: 1922202010789

Class: D19AV06

--- Bình Dương, 2020---

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ASSESSMENT

Score Examiner’s Signature Examiner’s Signature 2

In figures In words 1

Criteria for assessment

- Topic (10 pts):

……………………………………………………………………………….

- Organization (25 pts)

…………………………………………………………………………………

- Quality of Information (25 pts):

……………………………………………………………………………………

- Grammar, Usage, Mechanics, Spelling (25 pts):

……………………………………………………………………………………

- Interest Level (15 pts):

……………………………………………………………………………………

Total :…………………………………………………………………………..

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CONTENTS
TABLES............................................................................................................................04
FIGURE............................................................................................................................05
CHAPTER I: INTRODUCTION...................................................................................06
CHAPTER II: CONTENT..............................................................................................06
2.1 Background of the concepts.....................................................................................06
2.1.1 Definition of negotiation...................................................................................06
2.1.2 The common business negotiation styles..........................................................07
2.2 Three main differences in business negotiation styles between American and
Vietnamese.....................................................................................................................08
2.2.1 Attitude..............................................................................................................08
2.2.2 Manner..............................................................................................................12
2.2.3 Strategy.............................................................................................................17
CHAPTER III: CONCLUSION – RECOMMENDATION........................................21
3.1 Conclusion...............................................................................................................21
3.2 Recommendation.....................................................................................................21
REFERENCES................................................................................................................22

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TABLES

Table 2.2.1 Attitude scenes in American films.................................................08

Table 2.2.2 Attitude scenes in Vietnamese films.......................................................10
Table 2.2.3 Attitude scenes in American and Vietnamese films (percentage)..........11
Table 2.2.4 Manner scenes in American films..........................................................13
Table 2.2.5 Manner scenes in Vietnamese films.......................................................14
Table 2.2.6 Manner scenes in American and Vietnamese films (percentage)...........16
Table 2.2.7 Strategy scenes in American films.........................................................18
Table 2.2.8 Strategy scenes in Vietnamese films......................................................19
Table 2.2.9 Strategy scenes in American and Vietnamese films (percentage)..........20

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FIGURE

Figure 1. The TKI Model of Conflict Resolution.......................................................07

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CHAPTER I: INTRODUCTION
Mahatma Gandhi stated that a nation's culture is living withinside every person's
coronary heart and soul. Culture is an inseparable part of humans. Lebaron (2020) argues
convincingly that civilization value is essentially underneath the surface like an
underground stream circulates that flows via our lives and relations. Culture has had a
significant role in identifying and shaping the ideas, actions, artifacts, world views, and
other qualities shared by a given group or community. Culture assists people and groups
in identifying themselves, adhering to society's common ideals, and giving back to the
community.
As reported by Pierannunzi (2016), the author stated that international negotiation
is becoming increasingly significant, and the nature of international negotiation is fast
altering. In addition, each country's cultural value has a varied influence on each
individual; thus, I would like to learn more about the United States and Vietnam cultures,
particularly in terms of business negotiations. It can not be denied that international
negotiation is becoming increasingly significant, and the nature of international
negotiation is fast altering. In addition, each country's cultural value has a varied
influence on each individual; that's why I am adopting the topic "The differences in
business negotiation styles between American and Vietnamese" to research deeper.
As Kevin O'Leary underlined that so much of life is a negotiation; even if you
aren't in business, you can practice elsewhere. Negotiation happens in virtually every
facet of daily life, but I will analyze the business negotiation aspect in this article. This
study intends to evaluate and clarify the differences in business negotiation between
Americans and Vietnamese in attitude, manner, and strategy.

CHAPTER II: CONTENT

2.1 Background of the concepts
2.1.1 Definition of negotiation
Adnan and his co-colleagues (2016) have put forward a new definition of
Negotiation, which is a formal debate or a procedure between two parties attempting to

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achieve an agreement on subjects of mutual interest is characterized. A more

comprehensive description of Negotiation can be found in "The Art of Getting
Everything: How to Negotiate for What You Want and More" by Elizabeth Súarez
(2017); the author indicates that Negotiation is not a method for determining who is
correct and who is incorrect. It is about persuading one side to accept the viewpoint of the
other to reach a mutually beneficial agreement.
2.1.2 The common business negotiation styles
Studies of the negotiation styles of Thomas (1988) based on the Thomas-Kilmann
conflict mode Instrument model (better known as the TKI model) are well documented; it
is also well acknowledged that there are five common negotiation styles: competing,
cooperating, avoiding, accommodating, and compromising.
These styles are based on two criteria: the importance of achieving a goal and the
important relationship.

Figure 1. The TKI Model of Conflict Resolution

• In a competing style: one party attempts to satisfy its interests regardless of the
consequences for the other; hence, the objective is paramount, and the relationship is
secondary.
• In the collaborating style: both parties win; consequently, the goal and relationship are
crucial.

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• In the compromising style: both parties win but give up something; thus, the goal and
relationship are relatively essential.
• In the avoiding style: one or both parties attempt to suppress the disagreement; as a
result, the target and relations become secondary.
• In the accommodating style: one side concedes victory to the other; as a result, the aim
is secondary to the relationship.

2.2 Three main differences in business negotiation styles between American and
Vietnamese
2.2.1 Attitude
In the light of the book "Negotiating International Business" by Lothar Katz
(2007), it is conceivable that time is money in American society. As a result, Americans
are notoriously time-conscious, and practically everything they do is done with
seriousness and firmness. Meanwhile, the Vietnamese perspective on time is "there is no
rush" manifested in many facets of life, particularly in economic transactions.
Vietnamese negotiators are frequently lighthearted and flexible in the negotiation
process.
The table below is an example of behavior of characters in American films.

What is their attitude in the negotiation?

Film Time Stamp
Firm Flexible Serious Lighthearted

Erin Brockovich (2000) 29:03-31:00 X

Intolerable Cruelty
24:25-25:56 X X
(2003)

Job (2013) 24:45-26:16 X X

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Job (2013) 40:36-43:15 X

Margin call (2011) 47:12-55:20 X

Season 2
Peaky Blinders (2014) Episode 6 X X
7:45-12:00

Season 4
Shark Tank (2013) Episode X X
10:48- 18-50

Season 9
Shark Tank (2017) Episode 1 X
5:56-10:38

Season 10
Shark Tank (2018) Episode 2 X X
10:23-16:20

Wall street: money 1:05:01-

X
never sleeps (2010) 1:07:30

Table 2.2.1 Attitude scenes in American films

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The table below is an example of behavior of characters in Vietnamese films.

What is their attitude in the negotiation?

Film Time Stamp
Firm Flexible Serious Lighthearted

CEO - chìa khóa Season 2

thành công lựa chọn Episode 30 X
thị trường (2019) 14:25-16:58

Episode 15
Cổng mặt trời (2015) X X
(39:40-40:14)

Episode 19
Cổng mặt trời (2015) X X
(19:35-21:30)

Gái già lắm chiêu 2 29:55-31:00

X
(2021)

Season 2
Gia đình là số 1
Episode 6 X X
(2020)
4:43-6:12

Season 2
Gia đình là số 1
Episode 8 X X
(2020)
6:33 - 9:06

Hồn Papa da con gái

38:19 - 45:37 X
(2018)

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Season 3
Thương Vụ Bạc Tỷ
Episode 1 X
(2019)
6:45 - 8:12

Season 3
Thương Vụ Bạc Tỷ
Episode 1 X
(2019)
38:15 - 46:05

Season 4
Thương vụ bạc tỷ
Episode 1 X
(2021)
36:10 - 38:58

Table 2.2.2 Attitude scenes in Vietnamese films

The table below is a summary of the behavior of characters in American and Vietnamese
films percentage.

What is their attitude in the negotiation?

Firm Flexible Serious Lighthearted

American films 50% 10% 60% 30%

Vietnamese films 30% 40% 20% 50%

Table 2.2.3 Attitude scenes in American and Vietnamese films (percentage)

The attitudes of the Americans and Vietnamese in the bargaining process are
correctly depicted in Tables 2.2.1 and 2.2.2. During the negotiating process, 60% of
characters in American films have a serious, work-focused perspective, whereas 50% of
Vietnamese characters have a lighthearted attitude. Approximately 50% of American film
scenes show characters taking a tough stance on unfavorable deals; in contrast,

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Vietnamese negotiators clearly show that they are quite flexible in accepting agreements
that do not favor them at 40%.
In short, American negotiators are known for their firmness and seriousness.
Vietnamese negotiators, on the other hand, are known for being cheerful and versatile.
The results obtained by Richard Lewis in "How Different Cultures Understand Time"
(2014) suggest that time is a valuable, if not rare, the commodity in a utilitarianism-
driven culture such as America. It moves quickly, like a mountain stream in the spring,
and if they want to gain from it, they must keep up with it. Americans are known as
people of activity; due to this, they cannot bear to be idle. Since Americans are so time-
conscious, they are typically serious and firm in their work. Negotiators will go right to
the subject and not talk around or about individuals to avoid wasting time. According to
an article published in the Harvard International Office titled "Getting to Know
Americans," authors stated that the majority of Americans are straightforward people.
This implies they frequently express their opinions and are forthright in their demands. In
America, being assertive is commonly regarded as a positive trait. In the paper on
Vietnamese's perception about Time (2018), Nguyễn Văn Lự notes that many
Vietnamese people spend their time arbitrarily and wastefully, but Westerners respect and
conduct according to the correct time, in order, in heavy demand. The culture of time
"slowly" presents itself in roundabout methods of thinking. It is worth emphasizing that
one's perspective of time has a significant impact on working attitude. As a result,
Vietnam negotiators are often light-hearted and flexible.

2.2.2 Manner
Lothar Katz's book (2007) has brought some information about the background of
the difference in manner American and Vietnamese negotiated. Short-term objectives are
the focus of American negotiators. The negotiation style is primarily competing or
cooperating with their partners. While Vietnamese negotiators often focus on long-term
interests, namely building long-term cooperation with their partners, Vietnamese

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negotiators are prepared to make compromises in order to achieve mutual benefit for both
sides, despite certain drawbacks. On account of the Vietnamese negotiation, style is
essentially compromising.

The table below is an example of behavior of characters in American films.

What do they do in the negotiation?

Film Time Stamp
Collaborate Accommodate Compete Compromise

Enric
Brockovich 50:52 - 52.55 X
(2000)

Intolerable
24:08 - 26:00 X
Cruelty (2003)

Jobs (2013) 40:26 - 43:12 X X

Margin call
46:06 - 55:46 X
(2011)

Moneyball
05:20 - 07:23 X X
(2011)

Season 9
Shark tank
Episode 19 X X
(2017)
16:19 - 18:42

Shark Tank Season 9 X X X

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(2017) Episode 24
7:00 - 9:22

The founder
34:23 - 37:27 X X X
(2016)

The pursuit of
Happiness 24:30 - 28:11 X X
(2006)

The pursuit of
Happiness 24:30 - 28:11 X X
(2006)

Table 2.2.4 Manner scenes in the American films.

The table below is an example of behavior of characters in Vietnamese films.

What do they do in the negotiation?

Film Time Stamp
Collaborate Accommodate Compete Compromise

Canh bạc tình Episode 74

X X
yêu (2021) 29:00 - 31:00

CEO - chìa
Season 1
khóa thành
Episode 30
công lựa chọn X X
14:25 –
thị trường
16:58
(2019)

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Cổng mặt trời Episode 15

X
(2015) 39:40 - 40:14

Gái già lắm Season 2

X X
chiêu (2018) 29:55 - 31:00

Season 3
Gia đình là số
Episode 8 X X X
1 (2020)
6:33-9:06

Mặt nạ gương Episode 1

X X
(2021) 32:58 - 35:15

Episode 40
Sinh tử (2019) (25:20- X X
28:30)

Season 2
Thương Vụ Eposide 1
X X X
Bạc Tỷ (2018) 29:37 –
31:55

Thương Vụ Season 2
Bạc tỷ Episode 3 X X
(2018) 9:48 - 15:16

Thương Vụ Season 3
X X X
Bạc Tỷ (2019) Episode 8

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5:51 - 7:11

Table 2.2.5 Manner scenes in Vietnamese films.

The table below is a summary of the behavior of characters in American and Vietnamese
films percentage.
What do they do in the negotiation?
Collaborate Accommodate Compete Compromise
American films 50% 40% 60% 40%
Vietnamese films 50% 60% 40% 70%
Table 2.2.6 Manner scenes in American and Vietnamese films (percentage)

Tables 2.2.4 and 2.2.5 reveal that 50 percent of the film characters in American
and Vietnamese films pick the cooperative bargaining strategy. However, competitive
negotiation accounts for up to 70% in American cinema, but this proportion is about 40%
in Vietnamese cinema. In contrast, Vietnamese cinema characters demonstrate that the
fundamental characteristic of Vietnamese negotiation is that the manner of
accommodating and compromising is 60% and 70% respectively. At the same time, these
styles in American movies all have the same percentage at 40%.

In general, both the US and Vietnamese negotiators employ a cooperative

approach to negotiations. However, there is one point of distinction between the two
countries' styles. The United States prioritizes material values, individuality, and
pragmatism; they will frequently fight ferociously in international business transaction
discussions to gain the biggest rewards feasible on their side, as demonstrated by
Pierannunzi’s study (2016). Instead of actively competing as the American, Vietnamese
negotiators will opt for a more subtle type of bargaining, in which they would assist and
make compromises. Vietnamese negotiators believe that problems should be solved in the

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best interests of both parties. With A spirit of solidarity for common values useful to the
community, it is no wonder that one side is prepared to work with the nonprofit in
discussions that benefit the society. Pham Duc Dat once commented on Vietnam's
negotiating approach that The importance of Vietnam's art of negotiation comes in
recognizing what the other side needs and attempting to assess their and your interests.
After that, come up with a final solution that is acceptable to all sides. In the bargaining
process, Vietnam has done a fantastic job with this. Craver’s (2020) point is that the
negotiation style of the negotiator substantially influences bargaining interactions.
Negotiation, according to Kilgour and Hipel (2005), is a vigorous strategic confrontation.
At the bargaining table, whatever party has a smart plan and a sensible negotiation
approach will reap more rewards.

2.2.3 Strategy
A recent study by Lothar Katz (2007) concludes that following bargaining in the
United States, the initial value of the agreement will be adjusted by may be up to 40%. In
Vietnam, however, the value can be modified by roughly 20% - 30%. They frequently
employ ways to maximize benefits or reduce the loss of benefits throughout the
negotiating process. The most popular strategy is to provide alternatives or known as
BATNA. As reported by Shonk (2021), in negotiation, the acronym BATNA stands for
“best alternative to a negotiated agreement,” or the best outcome you can expect if you
fail to reach an agreement at the bargaining table with your counterpart. Moreover, PON
staff (2021) figured out that one method employed by American businessmen discovers
the opponent's flaws and limits, decreasing the opponent's interests while raising their
own. On the other hand, Vietnam has a tendency to make promises regarding future
results to avoid losing interests percentage..
The table below is an example of behavior of characters in American films.

Film Time stamp What do they do when they bargain?

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Make Offer Seek

commitments alternatives discounts

Habit (2021) 30:50 - 33:30 X X

Jobs (2013) 30:33 - 33:00 X X

Moneyball (2011) 05:20-07:23 X

Season 9
Shark tank (2017) Episode 19 X X
16:19- 18:42

Season 9
Shark Tank (2017) Episode 24 X X
7:00 - 9:22

The devil wears 1:36:08-

X
prada (2006) 1:37:02

The pursuit of 1:02:23 -

X X
Happiness (2006) 1:05:35

The wolf of wall

18:41 -21:33 X X
street (2013)

True Grit (2011) 27:30 - 29:45 X

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Wall street: Money

21:03 - 25:30 X X
never sleeps (2010)

Table 2.2.7 Strategy scenes in Vietnamese films.

The table below is an example of behavior of characters in Vietnamese films

What do they do when they bargain?

Film Time stamp

Make Offer Seek
commitments alternatives discounts

Canh bạc tình yêu Episode 74

X X
(2021) 28:30- 30:55

Episode 35
Đối mặt (2017) X X
25:10-27:35

Hồn papa da con 1:07:58 -

X
gái (2018) 1:08:52

Mặt nạ gương Episode 1

X X
(2021) 32:58 - 35:15

Episode 40
Sinh tử (2021) X X
25:20- 28:30

Season 2
Thương Vụ Bạc Tỷ
Episode 3 X
(2018)
9:48 -15:16

Thương Vụ Bạc Tỷ Season 3 X X X

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(2019) Eposide 2
30:39 – 32:00

Season 4
Thương Vụ Bạc tỷ
Eposide 1 X X
(2021)
41:14 - 41:42

Tình Yêu và Tham Episode 59

X X
Vọng (2020) 22:00 - 30:00

Xin chào hạnh Episode 1

X
phúc (2021) 12:45- 13:50

Table 2.2.8 Strategy scenes in Vietnamese films.

The table below is a summary of the behavior of characters in American and Vietnamese
films percentage.
What do they do when they bargain?
Make commitments Offer alternatives Seek discounts
American films 40% 60% 70%
Vietnamese films 70% 60% 50%
Table 2.2.9 Strategy scenes in American and Vietnamese films (percentage)

The protagonists in the American and Vietnamese films chose to maximize the
benefits for their side by offering an alternative or BATNA at 60% through two tables
2.2.7 and 2.2.8. Negotiators in the American movie discover partners' mistakes to
increase discount around 70%, whereas this method in Vietnam films is about 50%. Both
Vietnamese and Americans use the approach of making promises: 70% and 40%,
respectively.
Considering everything, both Americans and Vietnamese people are typically
quite intelligent when making recommendations and offering instructions on interest. An

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article on Aaveniar pointed out everyone is concerned about the advantages, so they will
strive to negotiate for the most favorable terms or make concessions to avoid losing too
much of their benefits. The main driving ingredient of negotiation is benefits. The
interests orient us to what we do and say, even if they are often concealed and unspoken.
Everyone wants to get the most out of their benefits, so they will try to bargain to get the
most out of them or make concessions to prevent losing too much. When negotiating,
American and Vietnamese negotiators still adhere to the idea of mutual benefit by
proposing options that benefit both parties. However, there are some differences between
American and Vietnamese negotiators; for instance, American negotiators will frequently
seek ways to increase the discount; on the other hand, Vietnamese negotiators will
continually make commitments to protect their interests.

CHAPTER III: CONCLUSION – RECOMMENDATION

3.1 Conclusion
The cultures of Americans and Vietnamese are very different, so they have created
different negotiating styles between Americans and Vietnamese that are unique but still
based on mutual benefit. All things considered, American negotiators are influenced by
pragmatism and the "Time" culture, making them do everything, including negotiating
quickly, clearly, and with a specific outcome. In contrast, Vietnamese negotiators usually
solve all problems slowly, not as aggressively as the Americans. Although Americans
compete fiercely, they will still choose solutions; a win-win offer does not necessarily
always optimize their interests. Vietnamese negotiators do the same things as American
negotiators.
3.2 Recommendation
After evaluating everything, we can see that the US and Vietnamese business
negotiation styles share certain similarities. Nonetheless, due to the effect of the cultural
value element, there are substantial variances. Each culture's influence on each country,
as well as each individual, is unique. To obtain a significant edge over the opposing side,
you must first determine your negotiating partner and appropriately design strategies and

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negotiation approaches. In The Art of War, Sun Tzu wrote, "He who sees through life
and death will meet the most success." Sun Tzu's remark in business refers to knowing
your strengths and weaknesses to make formed and productive decisions.

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LeBaron, M. (2020, June 24). Culture and Conflict. Beyond Intractability. Retrieved
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Lewis, R. (2015, June 19). How Different Cultures Understand Time. Business Insider.
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M. H. M. Adnan, M. F. Hassan, I. Aziz and I. V. Paputungan, "Protocols for agent-based

autonomous negotiations: A review," 2016 3rd International Conference on
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Phạm Đức Đạt (n.d.). Kỹ năng đàm phán, chìa khóa thành công trong giao dịch. Cổng
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Pon staffs. (2021, October 9). 10 Hard-Bargaining Tactics to Watch Out for in a
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Súarez, E. (2017). The Art of Getting Everything: How to Negotiate for What You Want
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