Abstract
Cross-national face-to-face selling has thus far received very little scholarly treatment in marketing literature. With few notable exceptions, most existing research in this area has been fragmentary and opportunistic. These problems are largely because of the lack of a broad, generalizable framework within which to conceptualize and execute research studies. In offering such a conceptual framework, this article looks at buyer-seller interactions from a communication perspective.
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*Sudhir H. Kale (Ph.D., University of Illinois, Urbana) is Director, Kale Consultants Private Limited, Bombay, India. His research focuses on distribution channels, cross-cultural management, and international marketing. Dr. Kale's research has been published in Journal of Marketing, Journal of Marketing Research, Journal of Applied Psychology, and International Marketing Review.
**John W. Barnes is Assistant Professor of Marketing at the University of Texas at El Paso, U.S.A. His research interests include retailing, personal selling, and macromarketing. Professor Barnes has published in several conference proceedings.
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Kale, S., Barnes, J. Understanding the Domain of Cross-National Buyer-Seller Interactions. J Int Bus Stud 23, 101–132 (1992). https://doi.org/10.1057/palgrave.jibs.8490261
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DOI: https://doi.org/10.1057/palgrave.jibs.8490261