Enhancing Business Relationship Quality Through Cultural Sensitization

Autor:	Trang T.M. Nguyen, Tho D. Nguyen
Rok vydání:	2014
Předmět:	Marketing Ethnocentrism business.industry Cultural sensitivity media_common.quotation_subject Quality (business) International trade International economics business Export performance Business relationship management media_common
Zdroj:	Journal of Relationship Marketing. 13:70-87
ISSN:	1533-2675 1533-2667
DOI:	10.1080/15332667.2014.882177
Popis:	An understanding of and adaptation to differences in culture in foreign countries can help exporters to reduce the distance between parties in an export relationship and enhance the quality of the relationship. This research investigates the impact of 2 cultural factors, namely, exporter cultural sensitivity and exporter ethnocentrism, on business relationship quality between transitioning economy–based exporters and their foreign importers and, subsequently, export performance. Using a systematic sample of 297 exporting firms in Vietnam we find that exporter cultural sensitivity has a positive effect, and ethnocentrism has a negative effect, on relationship quality. Furthermore, relationship quality enhances the performance of exporters.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::3c3a2f5b9c8cbb6aaf291a490cf3c729 https://doi.org/10.1080/15332667.2014.882177 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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