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Marketing Negotiations in France, Germany, the United Kingdom, and the United States
Nigel C. G. Campbell, John L. Graham, Alain Jolibert and Hans Gunther Meissner
Journal of Marketing
Vol. 52, No. 2 (Apr., 1988), pp. 49-62
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251264
Page Count: 14
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The determinants of marketing negotiations in four cultures are investigated in a laboratory simulation. One hundred thirty-eight businesspeople from the United States, 48 from France, 44 from West Germany, and 44 from the United Kingdom participated in two-person, buyer-seller negotiation simulations. The American process of negotiation is found to be different from that of the Europeans in several respects.
Journal of Marketing © 1988 American Marketing Association