An Assessment of Selected Relationships in a Model of the Industrial Marketing Negotiation Process

Joe F. AlexanderJoe F. Alexander is an Associate Professor of Marketing and Assistant Dean in the College of Business Administration at the University of Northern Colorado. His teaching and research interests include buyer/seller negotiations, electronic meeting systems, and the marketing of higher education. His work has been published in the Journal of the Academy of Marketing Science, Journal of Marketing Education, and Journal of Education for Business. Professor Alexander received both his M.B.A. and D.B.A. degrees from Memphis state University.

Patrick L. SchulPatrick L. Schul is an Associate Professor of Marketing in the Fogelman College of Business and Economics at Memphis state University. Since receiving his Ph.D. from Texas A&M University, he has published articles on a wide range of topics in the Journal of Marketing, Journal of Retailing, and the Journal of the Academy of Marketing Science as well as many others. Professor Schul's research interests are in the areas of industrial marketing negotiations, sales management issues, and marketing channel member behavior.

Denny E. McCorkleDenny E. McCorkle is also an Associate Professor of Marketing in the College of Business Administration at the University of Northern Colorado. He received the D.B.A. degree from Memphis state University and has published articles in the Journal of Direct Marketing, Journal of Marketing Education, and Journal of Education for Business. Professor McCorkle was voted the recipient of the 1992 Robert B. Clarke Outstanding Direct Marketing Educator Award by the Direct Marketing Educational Foundation.

Abstract

Given the importance of understanding the determinants of successful buyer/seller negotiations in industrial sales settings, the authors tested specific relationships in a general model proposed by Graham (1987). Sixty industrial managers participated in a simulated sales negotiation exercise, which involved the potential purchase/sale of a high-end industrial product. Insights are provided regarding the effects of demographic and personality variables on the use of coordinative (versus competitive) communication strategies in sales negotiating, as well as the subsequent effects of different strategies on both deadlock and satisfaction outcomes.

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An Assessment of Selected Relationships in a Model of the Industrial Marketing Negotiation Process

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