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| Author: | Bush, V. D. |
| Title: | Managing Culturally Diverse Buyer-Seller Relationships: The Role of Intercultural Disposition and Adaptive Selling in Developing Intercultural Communication Competence |
| Journal: | Journal of the Academy of Marketing Science
2001 : FALL, VOL. 29:4, p. 391-404 |
| Index terms: | BUYING CULTURE SELLING COMMUNICATION |
| Language: | eng |
| Abstract: | Although marketing researchers have recognized the importance of adaptive selling behavior for successful buyer-seller relationships, the exploration of the intercultural aspects of these relationships has only recently begun. This article examines how adaptive selling behaviors and intercultural dispositions of marketing executives contribute to their perceived intercultural communication competence. Results show that in addition to being adaptive, the intercultural disposition of a marketer is of key importance in developing intercultural communication competence. Theoretical and practical implications for incorporating intercultural communication into the development of successful buyer- seller relationships are discussed. |
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