Abstract:
Over the past decades, the amount and intensity of cross-border collaboration between organisations
has increased However, despite the importance of marketing partnerships, many of them fail to
accomplish their objectives. While negotiation styles matter in enhancing the performance of such
marketing partnerships, there appear to be neither conceptual nor empirical studies that explain the
impacts of certain negotiation styles on antecedent factors of marketing partnership performance. The
aim of this paper is to present a theoretical framework that explains how business relationship performance
can be enhanced through the choice of certain negotiation styles. More specifically, we outline the linkages
between negotiation styles and antecedents of partnership performance in cross-border relationships. In
addition, we conclude with some managerial guidelines for businesses to negotiate more effectively their
marketing partnerships.
