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dc.contributor.authorSamaha, Stephen A.en_US
dc.contributor.authorBeck, Joshua T.en_US
dc.contributor.authorPalmatier, Robert W.en_US
dc.date.accessioned2017-05-29T12:34:50Z
dc.date.available2017-05-29T12:34:50Z
dc.date.issued2014en_US
dc.identifier.issn0022-2429en_US
dc.identifier.doi10.1509/jm.13.0185en_US
dc.identifier.urihttp://hdl.handle.net/10072/337608
dc.description.abstractInternational relationships are increasingly critical to business performance. Yet despite a recent surge in international research on relationship marketing (RM), it is unclear whether or how RM should be adapted across cultures. The authors adopt Hofstede's dimensions of culture to conduct a comprehensive, multivariate, metaregression analysis of 47,864 relationships across 170 studies, 36 countries, and six continents. To guide theory, they propose four tenets that parsimoniously capture the essence of culture's effects on RM. Study 1 affirms these tenets and emphasizes the importance of taking a fine-grained perspective to understand the role of culture in RM because of the high degree of heterogeneity across different cultural dimensions and RM linkages. For example, the magnitude of individualism's effect is 71% greater on RM than other cultural dimensions, whereas masculinity has almost no effect; however, accounting only for individualism ignores significant moderating effects of power distance and uncertainty avoidance dimensions. To guide managers, Study 2 adopts a country-level approach and reveals that RM is much more effective outside the United States such that relationships are 55% more effective, on average, for increasing business performance in Brazil, Russia, India, and China.en_US
dc.description.peerreviewedYesen_US
dc.languageEnglishen_US
dc.publisherAmerican Marketing Associationen_US
dc.relation.ispartofpagefrom78en_US
dc.relation.ispartofpageto98en_US
dc.relation.ispartofissue5en_US
dc.relation.ispartofjournalJournal of Marketingen_US
dc.relation.ispartofvolume78en_US
dc.subject.fieldofresearchMarketing not elsewhere classifieden_US
dc.subject.fieldofresearchcode150599en_US
dc.titleThe Role of Culture in International Relationship Marketingen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
dc.description.versionPublisheden_US
gro.rights.copyright© 2014 American Marketing Association. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.en_US
gro.hasfulltextFull Text
gro.griffith.authorPalmatier, Robert W.


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