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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 0885-8624
- DOI
- 10.1108/08858620410516745
- Publisher site
- See Article on Publisher Site
Abstract
Many companies are shifting their focus away from individual transactions toward developing long‐term, mutually supportive relationships with their customers. Salespeople are the main implementers of such relationships, as they act as the interface between companies and customers. Negotiation is an important part of relationship development, but salespeople’s negotiating styles are influenced by culture and the ability to adapt to cultures of specific markets and specific customers. This study proposes a simple conceptual model of how cultural issues at three different levels – national, organizational, individual – influence salespeople’s negotiating styles. Qualitative in‐depth interviews were employed to explore the impact of national culture, organizational culture, and individual sales rep competence in dealing with culture on salespeople’s negotiating styles.
Journal
Journal of Business and Industrial Marketing – Emerald Publishing
Published: Jun 1, 2004
Keywords: National cultures; Organizational culture; Cross‐cultural management; Communications; Sales; Thailand