Journal of the Academy of Marketing Science

, Volume 16, Issue 3–4, pp 16–22 | Cite as

The purchasing agent: Friend or foe to the salesperson?

  • Peter M. Banting
  • Paul A. Dion


This research investigates the links between the negotiation performance, personal characteristics, and aptitudes, for a sample of 460 purchasing agents. Negotiation performance, in the adversarial sense, and buyer empathy were not found to be important. Buyers who were motivated, satisfied and certain of management expectations performed best. These findings confirm earlier results by the same researchers.


Dion Performance Expectation Negotiation Performance Trade Relationship Negotiation Skill 


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Copyright information

© Academy of Marketing Science 1988

Authors and Affiliations

  • Peter M. Banting
    • 1
  • Paul A. Dion
    • 2
  1. 1.McMaster UniversityHamiltonCanada
  2. 2.University of Minnesota at DuluthDuluthUSA

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