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O impacto das diferenças culturais no mercado ibérico: estudo de caso no setor do mobiliário de luxo
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Este trabalho investiga o impacto das diferenças culturais nas negociações internacionais, com foco comparativo entre Portugal e Espanha. Com o objetivo de compreender como as variáveis culturais influenciam as práticas negociais. Este estudo analisa as abordagens culturais e as estratégias de negociação adotadas por ambos os países. Adotou-se a metodologia qualitativa para atingir o objetivo e entrevistas semiestruturadas com gestores e assistentes de vendas do setor de mobiliário de luxo, proporcionando assim uma visão aprofundada sobre as perceções culturais nos dois mercados. Os resultados mostram que os clientes espanhóis são mais persistentes na negociação de preços, enquanto os portugueses valorizam a confiança e as relações a longo prazo. Diferenças como a aceitação de hierarquias e a aversão à incerteza também afetam a forma como as empresas devem comunicar e negociar. O estudo destaca a necessidade de adaptação intercultural para otimizar os resultados empresariais e sublinha a importância de estratégias ajustadas às especificidades culturais de cada mercado, especialmente no contexto ibérico.
This study investigates the impact of cultural differences on international negotiations, focusing on a comparative analysis between Portugal and Spain. The objective is to understand how cultural variables influence negotiation practices. This research analyzes the cultural approaches and negotiation strategies adopted by both countries. A qualitative methodology was adopted to achieve the objective, based on semi-structured interviews with managers and sales assistants in the luxury furniture sector, thus providing an in-depth view of cultural perceptions in both markets. The results show that Spanish clients are more persistent in negotiating prices, while Portuguese clients value trust and long-term relationships. Differences such as the acceptance of hierarchies and aversion to uncertainty also affect how companies should communicate and negotiate. The study highlights the need for intercultural adaptation to optimize business outcomes and underscores the importance of strategies tailored to the cultural specificities of each market, especially in the Iberian context.
This study investigates the impact of cultural differences on international negotiations, focusing on a comparative analysis between Portugal and Spain. The objective is to understand how cultural variables influence negotiation practices. This research analyzes the cultural approaches and negotiation strategies adopted by both countries. A qualitative methodology was adopted to achieve the objective, based on semi-structured interviews with managers and sales assistants in the luxury furniture sector, thus providing an in-depth view of cultural perceptions in both markets. The results show that Spanish clients are more persistent in negotiating prices, while Portuguese clients value trust and long-term relationships. Differences such as the acceptance of hierarchies and aversion to uncertainty also affect how companies should communicate and negotiate. The study highlights the need for intercultural adaptation to optimize business outcomes and underscores the importance of strategies tailored to the cultural specificities of each market, especially in the Iberian context.
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Keywords
Diferenças culturais Mercado ibérico Mobiliário de luxo Negócio internacional Cultural differences Iberian market Luxury furniture International business