Future Global Marketing Negotiations: A Strategic Scenario
Farouk I. Heiba

Abstract
Global corporations are on an everyday hunt, seeking new business opportunities. Every now and then, we hear about the new emerging economies of untapped potential which represent huge growth opportunity for such businesses to expand their empire through licensing, exclusive distributorship or service contracts. Hence, Global marketing negotiations are becoming of more importance to businesses and researchers because it is the key determinant of whether this corporation is going to expand in this market or others. We must not limit the negotiation concept to business deals and bargains, since negotiation is said to be a complicated social process rather than a business one (1). What makes it complex is that it’s being determined by various elements of cultural, social and business aspects being influenced by the past, present and perception of the future. Thus, in order to properly understand this complex process we must take a look inside cultural and societal aspects of the process. This research Paper aims to establish an interactive model to identify future global marketing negotiations process between multinational enterprises and their host partners and countries. This will be done through designing meaningful marketing negotiations scenarios and introducing a strategic planning model, in order to maximize successful outcomes for the two parties.

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