TITLE

CROSS-CULTURAL MARKETING NEGOTIATIONS: A LABORATORY EXPERIMENT

AUTHOR(S)
Graham, John L.
PUB. DATE
March 1985
SOURCE
Marketing Science;Spring85, Vol. 4 Issue 2, p130
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
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.
ACCESSION #
4481054

 

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