Do Cultural Differences Affect International Buyer-Seller Relationships?

Bianchi, Constanza (2006) Do Cultural Differences Affect International Buyer-Seller Relationships? Journal of International Consumer Marketing, 18(4), pp. 7-32.

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Relationship marketing has been widely studied in a national context, however little research has explored exchange relationships among international channel members. International relationships involve unique risks due to potential problems arising from transactions held between buyers and sellers of different cultural backgrounds. These cultural differences can negatively affect the development of relational outcomes such as trust and commitment, but the literature is not clear on this proposition. Two hypotheses are tested with Chilean importer firms. The results show that cultural differences do not affect the level of trust and commitment of exchange relationships between foreign suppliers and Chilean distributors. Theoretical and managerial implications are derived, and suggestions for future research are proposed.

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5 citations in Scopus
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ID Code: 8960
Item Type: Journal Article
Refereed: Yes
Keywords: Relationship Marketing, Cultural Differences, Trust, Commitment, Chile
DOI: 10.1300/J046v18n04_02
ISSN: 1528-7068
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2006 Haworth Press
Copyright Statement: Reproduced in accordance with the copyright policy of the publisher.
Deposited On: 04 Oct 2007 00:00
Last Modified: 29 Feb 2012 13:56

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