Communication in international business-to-business marketing channels: Does culture matter? |
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Authors: | Bert Rosenbloom [Author Vitae] Trina Larsen [Author Vitae] |
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Affiliation: | Marketing Department, Drexel University, 32nd and Chestnut Streets, Philadelphia, PA 19104, USA |
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Abstract: | As business-to-business marketing channels become more international in scope, communication in channels occurs among a more diverse set of channel participants from different national cultures. Do such cultural variations influence channel communications and if so, how? This study examines these questions in international business-to-business marketing channels comprised of channel members representing different cultural contexts. The findings show that there is a relationship between culture and channel communication in international channels. This influence stemming from “cultural distance” may have significant implications as business moves into the E-commerce era of Internet-based B2B international channels of distribution. |
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