Estratégias de Mediação Intercultural aplicadas às Negociações Comerciais Internacionais: maximizando ganhos e promovendo a Cultura de Paz

Abstract

The phenomenon of globalization and the competitive culture present in the international market influence companies to focus on financial gains, neglecting human capital and the importance of maintaining relationships. For this reason, we aim to present the contribution of intercultural mediation to changing the mindset of international business negotiators from competition to cooperation, through the application of intercultural mediation strategies that promote a Culture of Peace. To do this, we carried out exploratory bibliographical research, using as our main references the authors Azevedo (2016), Folger (2008), Gimenéz (1997), Ury, Fisher y Patton (2018) and the official website of the United Nations (UN). In order to identify the effects of applying intercultural mediation strategies in real commercial negotiation contexts, we analyzed the case study produced by Ribeiro (2006) on the strategic alliance between the multinationals Renault and Nissan. The results point to the success of the alliance which, due to the application of techniques such as non-intervention on culture, the creation of a new narrative and the transformation of the relationship through dialogue and the creation of cooperation projects, maximized its gains and contributed to the promotion of a peaceful culture in the commercial environment.