Journal article
The Effectiveness of Upstream Influence Attempts in High and Low Context Export Marketing Channels
Journal of marketing channels, v 11(4), pp 3-19
01 Jul 2004
Abstract
International strategic alliances in marketing channels have become increasingly common in recent years. The parties to the alliance often involve exporters and foreign distributors. In the context of this type of alliance, the channel partners view themselves as equals or colleagues rather than channel captain and follower. Therefore, influence rather than power becomes the relevant construct, especially when communication flows upstream rather than downstream. In this study, we examine such influence attempts as they occur across different cultural contexts to determine whether cultural differences are related to such upstream influence attempts.
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8 citations in Scopus
Details
- Title
- The Effectiveness of Upstream Influence Attempts in High and Low Context Export Marketing Channels
- Creators
- Bert Rosenbloom - Drexel UniversityTrina Larsen - Drexel UniversityBrent Smith - Saint Joseph's University
- Publication Details
- Journal of marketing channels, v 11(4), pp 3-19
- Publisher
- Taylor & Francis Group
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Scopus ID
- 2-s2.0-38149075523
- Other Identifier
- 991019173425304721