Business negotiations between American and Vietnamese businesses: The influence of proxemics and site setting on negotiation outcomes

Vietnam is becoming an increasingly inviting market for foreign investment. However, working with foreigners and expanding business abroad can be risky for all parties involved. The diversity among business cultures frequently leads to confusion, misunderstanding, and failure in cross-cultural endeavors. It is therefore important to study business negotiation in a cross-cultural setting. This paper addresses nonverbal communication during negotiations between Vietnamese and American businesses. The proxemics within traditional Vietnamese companies are examined, with specific consideration given to the choice of negotiation site and the room arrangement of that site to further determine how American people perceive them and how these factors might affect the negotiation process.