Mintu‐Wimsatt, Alma; Gassenheimer, Jule B. - In: European Journal of Marketing 30 (1996) 4, pp. 20-39
Describes an investigation into the individual, organization, and demographic‐related ante‐cedents to industrial negotiation encounters in two culturally diverse countries. Focuses in particular on antecedent factors that influence sellers’ co‐operative orientation. Two con‐current...