Please use this identifier to cite or link to this item: https://ptsldigital.ukm.my/jspui/handle/123456789/773841
Title: Cross cultural influences on buyer-seller interaction models in world business marketing
Authors: Jerome D. Williams
Kristian E. Moller
William J . Qualls
Vernis M. Welmon
Editors: William Lazer
Eric H. Shaw
Chow-Hou Wee
Conference Name: International Conference Series Volume IV 1989
Keywords: Cross cultural influences
Business marketing
Conference Date: 1989-07-16
Conference Location: National University of Singapore, Singapore
Abstract: In world business- to-business marketing it is becoming increasingly important for buyers and sellers to develop long term relationships to gain strategic advantage. Developing such relationships requires interpersonal interaction through negotiation. When members of the buyer and seller firms represent different countries, this process becomes more challenging since each approaches the negotiations with predetermined strategies based on their respective cultural scripts. This conceptual paper discusses the relevance of cross cultural influences in world business marketing by focusing on the role of cultural variables in business-to-business buyer-seller interaction models. Recommendations are made for operationalizing these variables in specific research applications.
ISBN: 0-939783-01-0
Pages: 409-416
Call Number: HF5411.B52 1989 katsem
Publisher: Academy of Marketing Science
Appears in Collections:Seminar Papers/ Proceedings / Kertas Kerja Seminar/ Prosiding

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