The effect of Covid-19 on international business negotiations. : A qualitative thesis on international business negotiations.

Abstract: This thesis aims to examine how Covid-19 affected international business negotiations. This paper uses empirical data collected from four international companies from different industries. The respondents from the companies have different roles, in this case, procurement managers, sales manager, and marketing manager. The findings show that the Covid-19 pandemic has accelerated digitalization and the adoption of digital tools in international business negotiations. Furthermore, the increased digitalization as a result of Covid-19 normalized the use of digital tools in international business negotiations. Additionally, the findings show that the international business negotiation process is less divided and has a better flow with more frequent interactions as a result of the adoption of digital tools. The findings further show when conducting international business negotiations online the cultural differences are less evident due to the difficulties of body language and cultural customs in an online environment. According to the findings, maintaining international business relationships are now easier with the use of digital tools that allow more frequent meaningful communication. Lastly, the thesis concludes with the theoretical and practical implications as well as suggestions for future research.