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Differences in cross‐cultural negotiation behavior between industrial product and consumer product firms

Robert Gulbro (Professor of Management at Athens State College, Athens, Alabama, USA)
Paul Herbig (Professor of Marketing at the Graduate School of International Trade and Business Administration, Texas A&M International University, Texas, USA.)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 August 1995

4224

Abstract

In this age of the global economy, cross‐cultural negotiation is becoming an increasingly important part of the management and marketing process for nearly every firm. Compares the cross‐cultural negotiations behavior and differences in the perceived processes between industrial product firms and consumer product firms. Proposes and tests hypotheses and analyzes results.

Keywords

Citation

Gulbro, R. and Herbig, P. (1995), "Differences in cross‐cultural negotiation behavior between industrial product and consumer product firms", Journal of Business & Industrial Marketing, Vol. 10 No. 3, pp. 18-28. https://doi.org/10.1108/08858629510096193

Publisher

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MCB UP Ltd

Copyright © 1995, MCB UP Limited

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