The Role of Culture in International Relationship Marketing
The Role of Culture in International Relationship Marketing
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DOI：
10.1509/jm.13.0185
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发表时间：
2014-08
影响因子：
12.9
通讯作者：
Stephen A. Samaha;J. Beck;Robert W. Palmatier
中科院分区：
文献类型：
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作者：
Stephen A. Samaha;J. Beck;Robert W. Palmatier
国际关系对企业业绩的影响越来越重要。然而，尽管最近关于关系营销(RM)的国际研究激增，但尚不清楚是否或如何适应跨文化的关系营销。作者采用霍夫斯特德的文化维度，对六大洲36个国家的170项研究中的47,864种关系进行了全面的、多元的元回归分析。为了指导理论，他们提出了四个原则，简约地捕捉到了文化对RM影响的本质。研究1肯定了这些原则，并强调了采取细粒度的视角来理解文化在资源管理中的作用的重要性，因为不同的文化维度和资源管理联系具有高度的异质性。例如，个人主义的影响程度比其他文化维度高出71%，而男子气概几乎没有影响；然而，只考虑个人主义忽略了权力距离和不确定性回避维度的显著调节作用。为了指导管理者，研究2采用了国家层面的方法，发现在美国以外的地区，关系管理要有效得多，在巴西、俄罗斯、印度和中国，关系的有效性平均高出55%。
International 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.