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Marketing and Negotiation in the People's Republic of China: Perceptions of American Businessmen Who Attended the 1975 Canton Fair


  • James A Brunner

    (The University of Toledo)

  • George M Taoka

    (The University of Toledo)


The objective of this study is to evaluate the various aspects of the business opportunities and peculiarities of negotiating in the People's Republic of China as viewed by businessmen who attended the recent Canton Trade Fairs. Many of the peculiarities still remain, as attested to by respondents of the self-administered questionnaires that were mailed to 218 businessmen. However, these businessmen indicate that the Chinese are becoming more flexible in their negotiations and are sincerely interested in expanding their trade with the United States.To date, trade between the two countries is limited in volume and value; and it has been characterized by a negative balance with the United States. Businessmen feel that as the United States' demand for many of their resources and labor intensive products increases and the trade position of the Chinese improves, their demand for American capital equipment and other goods will result in increasing business opportunities with the People's Republic of China.© 1977 JIBS. Journal of International Business Studies (1977) 8, 69–82

Suggested Citation

  • James A Brunner & George M Taoka, 1977. "Marketing and Negotiation in the People's Republic of China: Perceptions of American Businessmen Who Attended the 1975 Canton Fair," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 8(2), pages 69-82, June.
  • Handle: RePEc:pal:jintbs:v:8:y:1977:i:2:p:69-82

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    Cited by:

    1. repec:dgr:rugsom:99b15 is not listed on IDEAS
    2. repec:spr:manint:v:49:y:2009:i:2:d:10.1007_s11575-008-0137-2 is not listed on IDEAS
    3. Ghauri, Pervez N. & Fang, Tony, 1999. "The chinese business negotiation process: a socio-cultural analysis," Research Report 99B15, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    4. Ang, Swee Hoon, 2000. "The power of money: a cross-cultural analysis of business-related beliefs," Journal of World Business, Elsevier, vol. 35(1), pages 43-60, April.

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