The role of the face-saving strategy among Russians in the process of intercultural business interaction

On February 11 Ekaterina Vasilieva (Research Assistant, Center for Sociocultural Research, National Research University Higher School of Economics) took part in the "Culture matters" research seminar with the report "The role of the face-saving strategy among Russians in the process of intercultural business interaction".

In a negotiating situation, employees not only pursue commercial goals but also fulfill the need to maintain a positive image. Keeping face in business communication can be a tool for maintaining the self-concept, building long-term relationships with business partners, and protecting the company's image as a whole. From a socio-psychological point of view, this process can be caused not only by the individual characteristics of a person but also by a number of situational factors. Among the latter are cultural norms and rules of communication. As previous research shows, the very understanding of how to keep face in the eyes of the interlocutor varies from culture to culture. The report presented the results (N = 380) of a study of strategies for keeping the face of Russian managers in the process of business interaction with representatives of different cultures. A comparative analysis of the choice of a face-saving strategy in the interaction of Russian managers with their compatriots and representatives of other cultures - partners and colleagues from Asian and European countries was shown.