Exploring the national and organizational culture mix in service firms |
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Authors: | Cynthia Webster Allyn White |
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Institution: | (1) Department of Marketing, College of Business, Mississippi State University, Box 9582, Starkville, MS 39762, USA |
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Abstract: | Using representative samples of U.S. and Japanese retail service firms, this study explores whether one particular type of
organizational culture is the best with respect to business outcomes (performance and customer satisfaction) or whether the
optimum culture depends on the national context in which the firm is embedded. The findings suggest that there is a significant
interaction effect of organizational culture with national culture on outcomes. Specifically, the relationships between the
importance placed on the cultural values of stability, people orientation, and detail orientation and outcomes are significantly
greater for Japanese than for U.S. service retailers. On the other hand, the relationships between the values of aggressiveness,
innovation, and outcome orientation and outcomes are greater for U.S. retailers. Further, the findings show that firms whose
cultures match those of their home countries exhibit lower levels of outcomes when they operate in other countries with different
cultural values. Implications are given for how service retailers might be designed and managed for purposes of improving
business outcomes. |
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Keywords: | |
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