A Comparative Study of Cultural Differences in Communication on International Business Negotiations The Case of FIAT-Stellantis in China, the USA, and Italy

Questa tesi analizza l’impatto delle differenze culturali sulla comunicazione nelle negoziazioni internazionali, concentrandosi su come i valori culturali e gli stili comunicativi influenzino le strategie negoziali. Lo studio prende in esame il caso di FIAT in tre contesti culturali distinti — Italia, Stati Uniti e Cina — prima e durante le prime fasi della fusione con il Gruppo PSA, mettendo in luce il ruolo delle dinamiche interculturali nei processi decisionali e nei risultati negoziali. Attraverso un approccio qualitativo e comparativo basato su fonti secondarie, la ricerca si fonda sui modelli teorici di Hall, Hofstede e sul concetto di intelligenza culturale. I risultati evidenziano come la consapevolezza e l’adattamento culturale possano migliorare significativamente l’efficacia delle trattative internazionali. L’esperienza della FIAT offre spunti pratici per aziende e professionisti impegnati nella comunicazione interculturale e nelle negoziazioni globali. - This study examines the influence of cultural perspectives on international collaboration, with particular attention to the communicative dimension of intercultural negotiations as observed within organizational contexts. Cultural variations significantly influence communication and the outcomes of international business negotiations within the global business context. Consequently, as enterprises expand globally, the ability to modify communication strategies according to various cultures becomes an important success factor. This thesis investigates how national cultural values and communication styles affect negotiation strategies by comparing FIAT’s operations across three different cultures: Italy, the U.S., and China. FIAT, historically an emblematic Italian car manufacturer, is now a brand within the multinational group Stellantis. This paper primarily examines FIAT’s global negotiations prior to and during the early phases of its 2021 merger with the PSA Group. It uses this case to explore how cross-cultural negotiation dynamics are shaped by varying communication frameworks and cultural expectations. This thesis does not treat FIAT as an independent actor today, but as a historically autonomous brand whose negotiation experiences before the merger remains relevant for analysis. The study adopts a qualitative, comparative case study approach, drawing upon secondary data, including academic literature and corporate and industry documents. It relies on theoretical inputs from Hall (1976)’s model of communication in high- and low-context societies, Hofstede’s cultural dimensions, and the concept of cultural intelligence to explain how cultural traits influence the process of negotiation behavior, as well as trust building, decision-making, and conflict resolution within three different national settings. FIAT’s negotiation experiences with Chrysler in the United States, with Chinese partners, and with labor and institutional stakeholders in Italy reveal how misalignment may lead to communication breakdowns and negotiation failure, while cultural sensitivity can support successful agreements. Findings underline the need for multinational companies to integrate cultural sensitivity and communication competence into their international business strategy. Learning from FIAT’s experience when it operated with greater autonomy offers insights for global enterprises seeking to improve negotiation performance in multicultural environments. This study contributes to a deeper understanding of how cross-cultural communication competence shapes strategic interaction, making both theoretical and practical contributions to scholars and practitioners.