Considers cooperative negotiation tactic use in early stages of business‐to‐business buyer‐seller relationships. Specifically, it addresses a serious gap in the study of individual difference effects on cooperative negotiation, an area that has received little academic attention. In doing...

Purpose – To examine issues of standardization and adaptation in global marketing strategy and to explain the dynamics of standardization. Design/methodology/approach – This is a conceptual research paper that has been developed based on gaps in prior frameworks of...