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BRAND: A Study of Principled Negotiation Based on the Chinese Harmony Thought

In the latest volume of the BRAND, Shougang Zhang and Milan Constantinovits shows the importance of international negotiation in the process of globalisation.

Cultural diversity has determined many failures in different domains, especially when it comes to negotiation. Influenced by climatic, geographical or historical factors the Western civilisation had a different course of history – concerning marketing concepts – in contrast to the Asian one. Even so, there are four techniques to obtain a positive answer in most of the situations, regardless of the geographical position.

Chinese Five Elements Theory
Chinese Five Elements Theory

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