TY  - JOUR
AB  - 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.
VL  - 19
IS  - 4
SN  - 0885-8624
DO  - 10.1108/08858620410516745
UR  - https://doi.org/10.1108/08858620410516745
AU  - Chaisrakeo Sunanta
AU  - Speece Mark
PY  - 2004
Y1  - 2004/01/01
TI  - Culture, intercultural communication competence, and sales negotiation: a qualitative research approach
T2  - Journal of Business & Industrial Marketing
PB  - Emerald Group Publishing Limited
SP  - 267
EP  - 282
Y2  - 2024/09/18
ER  -