Women’s perception of how female negotiators are different – a multicultural perspective

Abstract: The purpose of this study was to examine gender role differences in negotiations in China, Italy, Sweden and Turkey. The theoretical frame was derived through research within social sciences; business, psychology and social studies. The empirical study was conducted through a webbased survey in Italy, Sweden and Turkey. Women’s perceptions of gender roles in negotiations were studied and the consistency with the chosen theories was tested. The results for China were based on secondary data. The analysis clearly identifies gender role differences in negotiations as well as cultural differences between the chosen countries. Findings show that female negotiators should imitate key characteristics preferred in the studied cultures, to gain power and be accepted as equal negotiators.