A Comparative Study of Vietnamese and American customers’ behavior in negotiation Style and implications for global Pricing strategy

Many researchers have sought to explain how different customers’ behavior might be different across cultures. One way that customers always exercise to maximize the benefits in an offer is by negotiation. Understanding how customers negotiate will help organizations offer appropriate pricing strategies that retain profitable businesses in the context of globalization. This research, using the author’s primary data, examines negotiation skills of American and Vietnamese customers. Two samples, taken separately from the U.S. and Vietnam, wereusedtotestseveralhypotheses. The results confirmed that cultural differences lead to different negotiation styles and perception. Consequently, theoretical and practical implications of these findings about global pricing strategies as well as directions for future research are discussed.