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1、Book Report on International Business NegotiationInternational Business Negotiation Theory Cases and Practices is a book written by Bai Yuan. It is a text book for international economy and trading of the 21st century and has been compiled to contribute to high qualified negotiation specialists, who
2、 will possess necessary knowledge in both negotiation theories and practices. The objective of the book is in complete accordance with the need of Chinas requirement for high qualified personnel after its accession into WTO; therefore the book has been widely accepted by experts, professors and stud
3、ents. In 2006, the book was chosen into the list of the national textbooks for “the Eleventh Five Year Plan”.Introduction of the author: Bai Yuan, Assistant professor, advisor of postgraduates, now teaching in the Department of Foreign Trade and Economics in Beijing Second Institute of Foreign Langu
4、ages (BSIFL). After graduation from English Department of BSIFL, she pursued M A degree in world economy in both New York University and International University of Japan. She worked as a special advisor with the national project office for World Bank project of rural water supply for 6 years and pa
5、rticipated in quitea few complex negotiations on investment and trade.Introduction of the content of the book:The focus of the book is on negotiation theories and principles, case studies and practices rather than negotiation skills. The deliberation of the writer is tolet students understand the ge
6、neral characteristics of a negotiation so that they will be able to deal with all kinds of negotiations no matter where, when andwith whom they are talking with.The book has three components:1. Lectures: concentrating on motives, structure, basic theories and principles,personality styles and cultur
7、e patterns.2. Case studies: to facilitate better understanding of lectures, both famous cases and cases happening in normal business activities provided for analysis, forexample, Sino-US Intellectual Property Right Case, US-Japan Negotiation on Auto and Auto Parts, and cases based on writers persona
8、l experiences. Also the book made studies on trust and cultural values, cost structure analysis and ways of achieving win-win result.3. Simulations: compiled in light of true stories to suit for class practices. Students can, after negotiating among themselves, compare their results and results actu
9、ally happened and find out the discrepancy. Simulations and other purposely designed exercises aid learning of (1) different negotiation situations, (2)absorbing information and sizing up a situation quickly，(3) condensing and intensifying what happens in business and personal situations,(4) connect
10、ing theory with practice.My understanding of the bookThe book has developed a comprehensive knowledge system consisting of negotiation motives, procedure and structure, preparation, basic negotiation theories and principles, negotiators psychological behavior and personality styles, negotiation cate
11、gories, culture patters, exercises and cases. Through learning, we will be able to:1. Increase understanding the characteristics of a negotiation;A negotiation is a process of communication between parties to manage conflicts in order for them to come to an agreement, solve a problem or make arrange
12、ments. It is a basic means of getting what you want from others. James Wall believes that “business negotiation is a process through which two or more parties coordinate an exchange ofgoods or services and attempt to agree upon rate of exchangefor them. ”(James Wall, 1985: 4) ;Ways Max defines negot
13、iation as “a process in which two or more parties, who have both common interests and conflicting interests, put forth and discuss explicit proposals concerning specific terms of a possible agreement. ”(Ways Max, 1979: 15)2. Develop ability to analyze the process and structure of a negotiation;Peopl
14、e negotiate due to the following motives: 1) to get the limited resources; 2) to fulfill the task both the party cant do it on his own; 3) to reach an agreement when have different ideas.Structure of business negotiations consists of inquire, offer, counteroffer and acceptance.3. Increase awareness
15、of attitudes, mind set and basic theories in different negotiation situations; Here are the major steps for negotiation: 1) determine interests and issues; 2) design and offer options; 3) introduce criteria to agreement; 4) estimate reservation points; 5) explore alternative to agreement; 6) reach a
16、n agreement.While the negotiation format steps including: 1) introduction of team members; 2) negotiation agenda and its arrangement; 3) formal negotiation; 4) wrapping up.4. Increase awareness of ones psychological behavior and personality style asthey are backed by ones culture.If you are going to
17、 have a negotiation, you must make some preparations. a) Know what you want and dont want; b) know what your counterpart wants and doesnt wants; c) know what your concession you are willing to give; d) know your alternative options; e) know your counterpart and you subject matter; f) rehearse.The ma
18、in concern of this book:1. Principled negotiation strategy1) try to see the situation from your opponents perspective; 2) dont deduce your opponents intentions from your fears; 3) avoid blaming your opponent for the problem; 4) discuss each others perception; 5) seek opportunities to act in consiste
19、ntly with your opponents misperceptions; 6) give your opponent a stake in the outcome by making sure they participate in the negotiation process.2. Win-win modelWin-win model is to determine each partys interests and needs, to find out the other partys interests and demands, offer constructive optio
20、ns and solutions, announce success of negotiations, or declare failure of negotiations or negotiations in impasse.Win-win assertion is practically possible because every negotiator has his own priorities during negotiation. In other words, the priorities attached to the various issues that are prese
21、nted by both sides will always be different because each gives something of less important for something of great importance, the bargaining process becomes possible and both sides can win. The win-win outcome is a function if the fact that the buyers and sellers agendas are different.To reach a suc
22、cessful negotiation, you also should enhance your negotiation power. You can provoke and stimulate the other partys motivation by offering inducement, demonstrating attractiveness, getting external third partys back and placing a time limit; or increase the other partys dependence on itself and mean
23、while reduce its own dependence on the other (reducing, delaying or withholding services or resources; blocking the other partys ability to work on their own; isolating the other party; convincing the other party to give up;) offer more substitutes.There are also other sources of negotiation such as
24、 the state of the market, market share, information, time, corporate size and structure, reputation and product life-cycle.Being used as teaching materials for undergraduates, postgraduates and trainees, the book revises repeatedly to fit the teaching purpose. The book is suitable for students major
25、ing in subjects in international business, such as trade, economic cooperation, MBA, investment, finance, world economy, and international relation. Since its publication in 2002, the book has received high comments and been used as their textbooks by quite a lot of universities nationwide. We as students of business English major, the book is worth reading.字数：1200words