The purpose of this conceptual study is to offer an assessment and evaluation of the literature in the field of international marketing negotiations and to propose a descriptive organizing framework which could serve as a basis to integrate and evaluate the existing empirical and conceptual work. The premise of the model is that certain cultural value orientations will be reflected in the characteristics of individuals and in those of their respective companies. Cultural value orientations will, thus, indirectly affect the process of negotiation and the outcomes of the dyadic interaction.
International Journal of Commerce and Management – Emerald Publishing
Published: Mar 1, 1999
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