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Journal of Promotion Management Volume 22, 2016 - Issue 4: New Knowledge Impacts on Designing Implementable Innovative Realities
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Original Articles

Influence of Time Pressure on the Outcome of Intercultural Commercial Negotiations

M. Carmen Saorín-IborraUniversitat de València, Valencia, SpainCorrespondence[email protected]
&
Gustavo CubilloInstitute of Technology, Cartago, Costa Rica
Pages 511-525 | Published online: 08 Jul 2016
 
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ABSTRACT

It is essential, in commercial negotiations, to know how time pressure is expressed among customers and suppliers and which its effect on the outcomes of negotiation is. Must pressure be applied or not? In order to solve this question, 21 customer/supplier negotiation case studies were carried out (intercultural and intracultural). We have evidenced that an adequate time pressure, at low levels, produced outcomes that tend to be positive. Also, the national culture of the negotiators may influence the decision about using or not time pressure in these processes; especially when considering In-Group Collectivism and Uncertainty Avoidance dimensions.

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