Cross-Cultural Marketing Negotiations: A Laboratory Experiment

1 May 1985

journal article
Published by Institute for Operations Research and the Management Sciences (INFORMS) in Marketing Science

Vol. 4 (2) , 130-146
https://doi.org/10.1287/mksc.4.2.130

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

MARKETING NEGOTIATIONS
STRUCTURAL
MODEL
CROSS CULTURAL
INTRACULTURAL
JAPANESE
AMERICAN
BARGAINING

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