| Abstract: | Even though the buyer-seller interaction/negotiation process is receiving increasing attention from the marketing scholars (Capon & Hulbert, 1976; O'Shaughnessy, 1972; Sheth, 1976; Wilson, 1976; Woodside, Bennett & Sheth, 1977), there is virtually nothing in the literature on the influence of the cross-cultural and cross-national settings in which negotiations take place. Yet, we must reckon with the cross-cultural influences on the buyer-seller interaction/negotiation process simply because a vast number of marketing transactions transcend national and cultural boundaries. In other words, multinational and transnational marketing has emerged as a way of life and transactions between buyers of one country/culture and sellers of another country/culture are commonplace. The purposes of this paper are, therefore, to discuss the cross-cultural influences on the buyer-seller interaction process and to provide a conceptual framework which may become useful for empirical research. |
