Negotiation differences between two diverse cultures

Alma Mintu‐Wimsatt (Department of Marketing and Management, East Texas State University, Commerce, Texas, USA)
Jule B. Gassenheimer (Department of Marketing, University of Kentucky, Lexington, Kentucky, USA)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 April 1996

Abstract

Describes an investigation into the individual, organization, and demographic‐related ante‐cedents to industrial negotiation encounters in two culturally diverse countries. Focuses in particular on antecedent factors that influence sellers’ co‐operative orientation. Two con‐current surveys were conducted among Philippine and American industrial exporters. Our results suggest that the antecedents leading to co‐operative negotiation behaviours differ between Filipino and American sales representatives.

Keywords

Citation

Mintu‐Wimsatt, A. and Gassenheimer, J. (1996), "Negotiation differences between two diverse cultures", European Journal of Marketing, Vol. 30 No. 4, pp. 20-39. https://doi.org/10.1108/03090569610118812

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Publisher

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MCB UP Ltd

Copyright © 1996, MCB UP Limited

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