Building long-term orientation in buyer–supplier relationships: The moderating role of culture |
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Authors: | Joseph P. Cannon Patricia M. Doney Michael R. Mullen Kenneth J. Petersen |
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Affiliation: | a Department of Marketing, College of Business, Colorado State University, Fort Collins, Colorado 80523, United States;b Department of Marketing, College of Business, Florida Atlantic University, Fort Lauderdale, FL, 33301, United States;c Department of Management, College of Business, Colorado State University, Fort Collins, CO, 80523, United States |
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Abstract: | This research investigates buyer–supplier relationships in international markets. Research and practice have shown that buyer–supplier relationships benefit when partners to the relationship exhibit a long-term orientation. The extant literature suggests that a buyer's trust of a supplier and the supplier's performance affect the buyer's long-term orientation toward the relationship. We propose that the relative effects of trust and performance on long-term orientation are moderated by culture – specifically the individualism/collectivism dimension. Hypotheses are tested on data from two individualist and two collectivist cultures, using responses from over 600 purchasing professionals in the United States, Anglophone Canada, Francophone Canada and Mexico. Taken together, empirical findings suggest that cultural differences warrant consideration in developing successful purchasing strategies. |
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Keywords: | Supply chain management Buyer– supplier relationships International Cross-cultural research methods Trust Long-term orientation |
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