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Culture, intercultural communication competence, and sales negotiation: a qualitative research approach

Sunanta Chaisrakeo (Sunanta Chaisrakeo is Lecturer, Department of International Business, Sripatum University, Bangkok and PhD Program with the School of Management, Asian Institute of Technology, Pathumthani, Thailand.)
Mark Speece (Mark Speece is Associate Professor, School of Management, Asian Institute of Technology and Graduate School, Bangkok University, Bangkok, Thailand.)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 June 2004



Many companies are shifting their focus away from individual transactions toward developing long‐term, mutually supportive relationships with their customers. Salespeople are the main implementers of such relationships, as they act as the interface between companies and customers. Negotiation is an important part of relationship development, but salespeople’s negotiating styles are influenced by culture and the ability to adapt to cultures of specific markets and specific customers. This study proposes a simple conceptual model of how cultural issues at three different levels – national, organizational, individual – influence salespeople’s negotiating styles. Qualitative in‐depth interviews were employed to explore the impact of national culture, organizational culture, and individual sales rep competence in dealing with culture on salespeople’s negotiating styles.



Chaisrakeo, S. and Speece, M. (2004), "Culture, intercultural communication competence, and sales negotiation: a qualitative research approach", Journal of Business & Industrial Marketing, Vol. 19 No. 4, pp. 267-282.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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