Buyer and seller in the ‘diamond’ model

Explain how distance in cross-cultural buyer–seller negotiations can be reduced.

1. Dell has entered into a relationship with IBM’s Global Service Division. Under this agreement, IBM will now provide the service support for Dell’s big customers. Evaluate the benefits of the relationship to Dell and IBM.

2. Relationships often involve more than the salesperson and a purchasing agent (‘bow-tie’ model). Often, both a whole selling team and a whole buying team are involved. Describe the interactions between buyer and seller in the ‘diamond’ model.

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