Cross-Cultural Marketing Negotiations: A Laboratory Experiment
Marketing Science · 1985 · Volume 4 · Issue 2
Abstract
Data from a laboratory experiment involving Japanese and American business people are analyzed using a structural equation model. Measures of the process of marketing negotiations (e.g., social influence strategies, etc.) are found to mediate the influence of cultural variation of the parties (i.e., cross-cultural versus intracultural bargaining) on negotiation outcomes.
Keywords
negotiation, bargaining, interpersonal selling, sales management, international, cross-cultural
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