The role of culture in international relationship marketing models

Stephen Samaha - Citations Google Scholar

the role of culture in international relationship marketing models

The area of culture and international relations still appears nascent in culture and the role of social identities. . its development strategy as market socia-. The Impact of Culture on Relationship Marketing in International Services Culture Analysis in Cross-Cultural Research Research Models and Hypotheses. What is the influence of culture on international marketing? So, culture includes all that we have learned in relation to values and norms, customs and traditions is divided to the vocational and academic systems, according to the old German model. For example, what is the role of women in a society?.

This study has analyzed the contribution of buyer-seller relationships in the changes on the organizational cultures involved. It was possible to identify that relationships interfere in cultural issues, considering quantity and quality of interaction among different organizations, trust, commitment, cooperation and learning processes.

These changes, not restricted to the intermediaries, will interfere in the continuity of the relationships. About that, the role of the boundary spanner as a professional of boundaries was noticed, as well as the need to consider the role conflicts and the employee turnover levels. Benefits of interorganizational relationships will depend on how much they are valued in the organizational levels and rooted in the organizational cultures Winklhofer et al. It has been noticed that relationship marketing is not only related to strategies from the investigated cases, but it is also an element of their cultures.

As theoretical contributions of this study, it was evident the explanation power and the complexity of the multiple cultural perspectives from Martin et al.

On the other hand, it has become clear the importance of the relationship constituent elements in the cultural changes, especially trust Pitsis et al. Besides, this study has identified the existence, although restricted, of an interorganizational culture.

the role of culture in international relationship marketing models

It is a culture originated from relationships, an intersection of cultures, a culture of boundaries. Interorganizational culture can coexist with other cultures, even because it is a product of theirs and their interactions, which could increase the scope of those involved, thus reducing preconceptions.

However, attention is drawn to the fact that organizational cultures may, simultaneously, create cohesion and guidance, making the collective action and the organizational life possible because of that, but also restrict autonomy, creativity and questioning Alvesson, This may be associated to the dark side of the interorganizational culture.

Simultaneously, this study contributes to marketing practices by pointing out the need to be attentive to the relations between relationship marketing actions and organizational culture.

International Relationship Marketing - MSI Web Site »

Relationship happens because there is a cultural basis Ellis et al. It also highlights the attention to the role of boundary spanners Araujo et al. Moreover, by performing a qualitative multiple-case study involving organizational culture and relationship marketing, it contributes to marketing discipline by the need to more deep-going case study research to address the world complexity Gummesson, Regarding the limitations of the study, the lack of more observation moments has been noted.

In addition, the study focused on interorganizational relationships in marketing channels from two cases. This paper suggests future studies related to the role of the boundary spanners in cultural changes; the nature and the dynamics of intersection areas among different cultural perspectives, considering the proposed conceptual framework in marketing channels as well as in other interorganizational arrangements, such as cooperative networks and clusters; the investigation of the dark side of interorganizational culture.

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Role of culture in international diplomacy

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the role of culture in international relationship marketing models

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Journal of Services Marketing, 31 1 Developing relationships in business networks. Applications of boundary theory to organizational and interorganizational culture. Firm-to-firm and interpersonal relationships.

the role of culture in international relationship marketing models

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International Marketing and Culture

Its importance in private label extension. Journal of Business Research, 67 5 Employee turnover and operational performance: The moderating effect of group-oriented organizational culture. Human Resource Management Journal, 22 2 For example, what is the role of women in a society? How is the country governed — centralized or devolved? The level influence of class or casts upon a society needs to be considered.

For example, India has an established caste system — and many Western countries still have an embedded class system. So social mobility could be restricted where caste and class systems are in place. Whether or not there are strong trade unions will impact upon management decisions if you employ local workers.

Technology and Material Culture Technology is a term that includes many other elements. It includes questions such as is there energy to power our products? Is there a transport infrastructure to distribute our goods to consumers?

Does the local port have large enough cranes to offload containers from ships? How quickly does innovation diffuse?

Also of key importance, do consumers actually buy material goods i. Trevor Baylis launched the clockwork radio upon the African market. Since batteries were expensive in Africa and power supplies in rural areas are non-existent. The clockwork radio innovation was a huge success. The political ideology on which the society is based will impact upon your decision to market there. For example, the United Kingdom has a largely market-driven, democratic society with laws based upon precedent and legislation, whilst Iran has a political and legal system based upon the teachings and principles Islam and a Sharia tradition.

Aesthetics Aesthetics relate to your senses, and the appreciation of the artistic nature of something, including its smell, taste or ambience. For example, is something beautiful? Does it have a fashionable design? Was an advert delivered in good taste? Do you find the color, music or architecture relating to an experience pleasing? Is everything relating to branding aesthetically pleasing? Therefore international marketing needs to take into account the local culture of the country in which you wish to market.

The Terpstra and Sarathy Cultural Framework helps marketing managers to assess the cultural nature of an international market. It is very straight-forward, and uses eight categories in its analysis. Language With language one should consider whether or not the national culture is predominantly a high context culture or a low context culture Hall and Hall The concept relates to the balance between the verbal and the non-verbal communication.

In a low context culture spoken language carries the emphasis of the communication i. Examples include Australia and the Netherlands.