Culture and Negotiation in the Asian Context: Key Issues in the Marketing of Technology

Abstract

The characteristics of cross‐cultural negotiation in the Asian context are reviewed. Findings are presented concerning an exercise in negotiation in an executive development programme in which participants were to develop a strategy of marketing a computer system to a bank. The two basic strategies of negotiation – instrumental and collaborative – are compared.

Citation

Swierczek, F.W. (1990), "Culture and Negotiation in the Asian Context: Key Issues in the Marketing of Technology", Journal of Managerial Psychology, Vol. 5 No. 5, pp. 17-24. https://doi.org/10.1108/02683949010140689