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The Role of Cross‐cultural Negotiations in International Marketing

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 February 1992

Abstract

Examines the relationship and importance of cross‐cultural negotiations to successful international marketing activities. Provides examples of differing cross‐cultural behaviour, and its potential impact on multinational (multi‐cultural) negotiations and hence on international marketing success or failure.

Keywords

Citation

Herbig, P.A. and Kramer, H.E. (1992), "The Role of Cross‐cultural Negotiations in International Marketing", Marketing Intelligence & Planning, Vol. 10 No. 2, pp. 10-13. https://doi.org/10.1108/02634509210012078

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited