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The impact of cultural differences in U.S. business-to-business export marketing channel strategic alliances
Journal article   Peer reviewed

The impact of cultural differences in U.S. business-to-business export marketing channel strategic alliances

Rajiv Mehta, Trina Larsen, Bert Rosenbloom and Joseph Ganitsky
Industrial marketing management, v 35(2), pp 156-165
2006
DOI: https://doi.org/10.1016/j.indmarman.2005.03.002
Featured in Collection :   UN Sustainable Development Goals @ Drexel

Abstract

Commitment Cooperation Export Marketing channels Strategic alliances Trust
Given slower growth and fierce competition in the domestic market, combined with increasing opportunities in many overseas markets, more and more U.S. companies are going international. While many doing so may initially use a direct exporting approach that relies on foreign channel members to distribute the product in the host country, over time, strategic alliances among distribution partners may form based on trust, commitment, and cooperation. For these alliances to succeed, the partners' perceptions of these variables need to be congruent so that expectations on each side of the dyad are reasonably similar. However, what happens when the cultural backgrounds of each channel partner are substantially different? This study empirically examines whether cultural differences do affect trust, commitment, and cooperation in international marketing channel alliances between U.S. exporters and their foreign distribution partners. Based on the survey responses from 149 U.S. exporters with marketing alliances abroad, cultural differences do affect trust, commitment, and cooperation. The greater the cultural differences between channel partners, the lower the levels of trust, commitment, and cooperation. Managerial implications are discussed, and study limitations are identified.

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53 citations in Web of Science
63 citations in Scopus

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UN Sustainable Development Goals (SDGs)

This publication has contributed to the advancement of the following goals:

#9 Industry, Innovation and Infrastructure

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Collaboration types
Domestic collaboration
Web of Science research areas
Business
Management
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