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.)
4240
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
:MCB UP Ltd
Copyright © 1995, MCB UP Limited