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An Assessment of Selected Relationships in a Model of the Industrial Marketing Negotiation Process

Joe F. Alexander, Patrick L. Schul and Denny E. McCorkle
The Journal of Personal Selling and Sales Management
Vol. 14, No. 3 (Summer, 1994), pp. 25-41
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/40471540
Page Count: 17
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An Assessment of Selected Relationships in a Model of the Industrial Marketing Negotiation Process
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Abstract

Given the importance of understanding the determinants of successful buyer/seller negotiations in industrial sales settings, the authors tested specific relationships in a general model proposed by Graham (1987). Sixty industrial managers participated in a simulated sales negotiation exercise, which involved the potential purchase/sale of a high-end industrial product. Insights are provided regarding the effects of demographic and personality variables on the use of coordinative (versus competitive) communication strategies in sales negotiating, as well as the subsequent effects of different strategies on both deadlock and satisfaction outcomes.

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