Non-face-to face international business negotiation: how is national culture reflected in this medium

With the globalization of the world economy, it is imperative that managers, both present and future, be sensitive to differences in intercultural business communication. In particular, the context of global electronic commerce leads to an increasing use of email in negotiating deals, which to this point has been carried out almost exclusively via face-to-face (FTF) or other high-feedback media (e.g., telephone) but not of non-FTF media. This study, involving 20 participants, uses speech act theory and psycholinguistic analysis to explore the effects of culture on non-FTF communication.