Abstract

The success of international business depends on effective negotiations that transpire in a specific environment determined by time, surrounding, place, culture, and people. Culture and negotiation research contributed to clarify and identify the need for further research on negotiation behaviour, with specific reference to a global perspective, as this has been an untapped area of research especially on the African continent. This study investigated the influence of the international marketing environment, awareness of negotiation skills, interest groups and negotiation atmosphere on negotiation behaviour of marketers in a global firm. This study also assessed the impact of negotiation behaviour on business agreements based on trust and certainty and level of business negotiator’s commitment. Self-administered questionnaires were used for data collection from global firms’ marketers and their management representatives. Findings of this study promote unambiguous business guidelines and policies regarding reasonable government concessions, tax and interest rates strategies, and fair business policies that can benefit and promote local businesses and government and negotiators in respect of international trade negotiations and business practices. A positive business relationship is created on trust and a high-level of commitment which should be of great satisfaction to negotiating parties for future prospective negotiations.