Affordable Access

Cross-Cultural Marketing Negotiations: A Laboratory Experiment

  • Communication


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.

There are no comments yet on this publication. Be the first to share your thoughts.