Vpliv kulture na potek mednarodnih poslovnih pogajanj

Možina, Benjamin

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Title:	Vpliv kulture na potek mednarodnih poslovnih pogajanj
Authors:	ID Možina, Benjamin (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Mozina_Benjamin_2026.pdf (1,69 MB) MD5: 3A0E10DD4F1D90871B47F5F98F632132
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Mednarodna poslovna pogajanja ne potekajo le kot usklajevanje cene, kakovosti, rokov in drugih pogojev v sporazumih. Potekajo tudi kot srečevanje različnih načinov komuniciranja, odločanja in vzpostavljanja zaupanja. Zato tudi geografska bližina Slovenije, Italije ter Bosne in Hercegovine ne izključuje kulturnih razlik. Poslovni partnerji se razlikujejo v odnosu do formalnosti, časa, osebnega stika, vloge hierarhije, čustvenega izražanja in neformalnega druženja. Kulturnih značilnosti zato ne smemo razumeti kot pravila za presojanje posameznikov, ampak kot pomoč za boljšo pripravo in razumevanje tujega poslovnega okolja. Postavljeni smo pred dilemo, kako izbrati primeren pogajalski pristop. V magistrskem delu obravnavamo, kako poznavanje kulturnega okolja v izbranih državah vpliva na izbiro ustreznega pogajalskega pristopa. Zanima nas tudi, kako se spremembe v načinu poslovanja kažejo pri uporabi digitalnih orodij, osebnih stikih in gradnji dolgoročnega odnosa. Ključno pa je vprašanje, ali poznavanje kulturnih posebnosti pogajalcu omogoča primernejše odzivanje, komunikacijo in bolj premišljeno izbiro ustreznega pogajalskega pristopa. Ugotovitve kažejo, da poznavanje tuje kulture pomembno vpliva na potek mednarodnih poslovnih pogajanj. Poleg poznavanja kulture pa je veliko odvisnega tudi od osebnosti in izkušenj pogajalcev ter okoliščin posameznega posla. Generacijske razlike so najbolj opazne pri uporabi digitalnih orodij, izbiri ustreznega komunikacijskega kanala in pri odnosu do osebnega stika. Kot zelo pomembno pa se izkaže poznavanje kulturnega okolja, saj pripomore k zmanjševanju nesporazumov, vzpostavljanju zaupanja in prilagajanju načina komunikacije. Hofstedejeve dimenzije kulture pri tem predstavljajo uporaben okvir za razumevanje nekaterih razlik med državami, ne morejo pa celostno pojasniti vedenja posameznih pogajalcev.
Keywords:	pogajanja, kultura, stili, osebni odnos, digitalna orodja
Place of publishing:	Maribor
Publisher:	B. Možina]
Year of publishing:	2026
PID:	20.500.12556/DKUM-99235
UDC:	005.57:316.77
COBISS.SI-ID:	291278851
Publication date in DKUM:	16.09.2026
Views:	88
Downloads:	8
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	08.08.2026

Secondary language

Language:	English
Title:	The influence of culture on the course of international business negotiation
Abstract:	International business negotiations do not merely involve coordinating price, quality, deadlines and other terms of agreements. They also represent an encounter between different ways of communicating, making decisions and establishing trust. Therefore, the geographical proximity of Slovenia, Italy and Bosnia and Herzegovina does not exclude cultural differences. Business partners differ in their attitude towards formality, time, personal contact, the role of hierarchy, emotional expression and informal socializing. Cultural characteristics should therefore not be understood as rules for judging individuals, but as an aid to better preparation and understanding of a foreign business environment. We are faced with the dilemma of how to choose an appropriate negotiation approach. In this master's thesis, we discuss how knowledge of the cultural environment in selected countries affects the choice of an appropriate negotiation approach. We are also interested in how changes in the way of doing business are reflected in the use of digital tools, personal contacts and building long-term relationships. The key question is whether knowledge of cultural specificities enables the negotiators to respond more appropriately, communicate and make a more thoughtful choice of an appropriate negotiation approach. The findings show that knowledge of a foreign culture has a significant impact on the course of international business negotiations. In addition to knowledge of culture, much also depends on the personality and experience of the negotiators and the circumstances of the individual deal. Generational differences are most noticeable in the use of digital tools, the choice of the appropriate communication channel and the attitude towards personal contact. Knowledge of the cultural environment, however, proves to be very important, as it helps to reduce misunderstandings, establish trust and adapt the method of communication. Hofstede's dimensions of culture provide a useful framework for understanding some differences between countries, but they cannot comprehensively explain the behaviour of individual negotiators.
Keywords:	negotiations, culture, styles, personal relationship, digital tools

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