A Comparative Approach To International Marketing Negotiations

Abstract

Despite the increasing number of marketing transactions that transcend both the national and cultural boundaries, comparative studies on the influence of culture on business negotiations have been lacking.  This paper presents intra-cultural and inter-cultural perspectives on business negotiation behaviors of Japan, People’s Republic of China, Canada, and the United States.  The authors identify culturally bound factors that can affect the negotiation activity and thereby aid the manager in the adaptation and/or adjustment of the marketing plan to suit the foreign environment.