Cross-Cultural Marketing Negotiations: A Laboratory Experiment

John L. Graham
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John L. Graham: University of Southern California

Marketing Science, 1985, vol. 4, issue 2, 130-146

Abstract: Data from a laboratory experiment involving Japanese and American business people are analyzed using a structural equation model. Measures of the process of marketing negotiations (e.g., social influence strategies, etc.) are found to mediate the influence of cultural variation of the parties (i.e., cross-cultural versus intracultural bargaining) on negotiation outcomes.

Keywords: negotiation; bargaining; interpersonal selling; sales management; international; cross-cultural (search for similar items in EconPapers)
Date: 1985
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:4:y:1985:i:2:p:130-146

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