A continuing issue in distribution channels
research is culture’s influence on relationship constructs such as trust
and commitment. Several theories exist attempting to explain relationship
differences because of culture. One of them is ‘cultural distance’
(e.g., as used by Bello and Gilliland 1997), defined as the extent to which
a culture is perceived as different from one’s own. Additionally,
Rao and Schmidt (1998) define “behavioral transparency” as the ability
to know and understand each other’s actions. High cultural distance
and low behavioral transparency intuitively suggest significant differences
in relationship constructs between firms from distant cultures (inter-cultural
relationships).
Studies addressing cultural comparisons of
relationship constructs are mixed. For example, Ha, Karande and Singhapakdi
(2004) report no difference in relationship structures between firms from
similar or dissimilar cultures. My own research shows no inter-/intra-cultural
difference in trust or commitment between inter- or intra-cultural foreign
distributors and US manufacturers. Adler and Graham report only one significant
difference in US negotiation behavior despite cultural differences. However,
Griffith, Hu and Ryans (2000), while finding no differences intra- and
inter-culturally between trust and commitment did find differences in the
relationships between commitment and satisfaction and conflict and satisfaction.
Further, Doney, Cannon and Mullen (1998) theorize cultural differences
in the development of trust cross-culturally suggesting that relationship
constructs are viewed differently depending on inter- or intra-cultural
status.
If as international marketers we want to specify
our results by culture, how can we do so if our results are topic or segment
dependent? If we need to identify every variable in our study, is
culture too broad an area to use separately? Do we need to specify which
area of culture is important (individualism/collectivism or high/low context)?
Can we really use culture as an independent variable?
Victor L. Petrovic, Kent State
University
|
| References
Adler, Nancy J. and Graham, John L. (1989),
“Cross-Cultural Interaction: The International Comparison Fallacy,” Journal
of International Business Studies, 20 (3), 515-567.
Bello, Daniel C. and Gilliland, David I. (1997),
“The Effect of Output Controls, Process Controls, and Flexibility on Export
Channel Performance,” Journal of Marketing, 61 (1), 22-38.
Doney, Patricia, M., Joseph P. Cannin and MichaelR.
Mullen (1998), "Understanding the Influence of National Culture on the
Development of Trust," Academy of Management REview," 23(3), 601-620.
Griffith, David A.; Hu, Michael Y. and Ryans,
John K. Jr. (2000), “Process Standardization across Intra- and Inter-Cultural
Relationships,” Journal of International Business Studies, 31 (2), 303-324.
^
Ha, Jungbok, Karande, Kiran and Singhapakdi,
Anusorn (2004), “Importers’ Relationships With Exporters: Does Culture
Matter,” International Marketing Review, 21 (4/5), 447-461.
Rao, Asha and Schmidt, Stuart M. (“A Behavioral
Perspective on Negotiating International Alliances,” Journal of International
Business Studies, 29 (4), 665-693. |
