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Managing culturally diverse buyer-seller relationships: The role of intercultural disposition and adaptive selling in developing intercultural communication competence

Managing culturally diverse buyer-seller relationships: The role of intercultural disposition and... Given the increase in cultural diversity within marketing organizations as well as within current and potential customer bases, possessing the appropriate communication skills becomes crucial to success in managing culturally diverse relationships. 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Managing culturally diverse buyer-seller relationships: The role of intercultural disposition and adaptive selling in developing intercultural communication competence

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References (74)

Publisher
Springer Journals
Copyright
Copyright © Academy of Marketing Science 2001
Subject
Economics / Management Science; Business/Management Science, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1177/03079450094234
Publisher site
See Article on Publisher Site

Abstract

Given the increase in cultural diversity within marketing organizations as well as within current and potential customer bases, possessing the appropriate communication skills becomes crucial to success in managing culturally diverse relationships. 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.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Sep 1, 2001

Keywords: Communication Style; Sales Management; Personal Selling; Intercultural Communication; Marketing Organization

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