Journal article
Communication in international business-to-business marketing channels: Does culture matter?
Industrial marketing management, v 32(4), pp 309-315
2003
Featured in Collection : UN Sustainable Development Goals @ Drexel
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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Details
- Title
- Communication in international business-to-business marketing channels: Does culture matter?
- Creators
- Bert Rosenbloom - Drexel UniversityTrina Larsen - Drexel University
- Publication Details
- Industrial marketing management, v 32(4), pp 309-315
- Publisher
- Elsevier
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000183343400006
- Scopus ID
- 2-s2.0-0038578523
- Other Identifier
- 991019169642504721
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- Web of Science research areas
- Business
- Management