Cross cultural influences on buyer-seller interaction models in world business marketing

Abstract

In world business- to-business marketing it is becoming increasingly important for buyers and sellers to develop long term relationships to gain strategic advantage. Developing such relationships requires interpersonal interaction through negotiation. When members of the buyer and seller firms represent different countries, this process becomes more challenging since each approaches the negotiations with predetermined strategies based on their respective cultural scripts. This conceptual paper discusses the relevance of cross cultural influences in world business marketing by focusing on the role of cultural variables in business-to-business buyer-seller interaction models. Recommendations are made for operationalizing these variables in specific research applications.