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


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.



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

Download as .RIS




Copyright © 1996, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.