Toward an Understanding of the Role of Cross-Cultural Equivalence in International Personal Selling
In this paper the authors argue that the internationalisation of business requires, amongst other things, a sound knowledge of the impact of cross-cultural equivalence on international sales negotiations. A literature review provides evidence that there is little or scant attention paid on the nature, role and impact of equivalence on the cross-cultural negotiation process. By using the negotiation process as a coherent framework, the purpose of this paper is: (i) to examine various types of cross-cultural equivalence that are related to the negotiation process; (ii) to identify the relationship and likely impact of each type of equivalence on each stage of the negotiation process and its outcome; and, (iii) to offer propositions for further research, and propose a research method by which these propositions can be investigated.
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