TY - JOUR
AU - Graham, John L.
AB - Data from a laboratory experiment involving Japanese and American business people are analyzed using a structural equation model. Measures of the process of marketing negotiations (e.g., social influence strategies, etc.) are found to mediate the influence of cultural variation of the parties (i.e., cross-cultural versus intracultural bargaining) on negotiation outcomes.
TI - Cross-Cultural Marketing Negotiations: A Laboratory Experiment
JF - Marketing Science
DO - 10.1287/mksc.4.2.130
DA - 1985-05-01
UR - https://www.deepdyve.com/lp/informs/cross-cultural-marketing-negotiations-a-laboratory-experiment-mwb9iTE6wn
SP - 130
EP - 146
VL - 4
IS - 2
DP - DeepDyve
ER -