Cultural sensitivity and its impact on business relationship quality

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Show simple item record Trang, N. T en_US Barrett, N. J en_US Nguyen, T. en_US
dc.contributor.editor en_US 2009-11-09T02:48:06Z 2009-11-09T02:48:06Z 2003 en_US
dc.identifier 2003000851 en_US
dc.identifier.citation Trang, N., Barrett, N., and Nguyen, T. 2003 'Cultural sensitivity and its impact on business relationship quality', 19th Annual International Marketing and Purchasing Conference, IMP Group, Lugano, Switzerland, pp. 1-9. en_US
dc.identifier.issn 82 7042 576 1 en_US
dc.identifier.other E1 en_US
dc.description.abstract A finn's competitive advantage can be created through developing and maintaining long-term effective relationships with customers. To achieve successful long-term business relationships, partners need to develop and maintain a high degree of relationship quality. Although the importance and benefits of high quality relationships are widely recognised, little research has been undertaken to examine the major factors that impact on relationship quality between exporters and importers. Internationalisation theory suggests that culturally distant exporters need to allocate significant resources to relationship building activities with their foreign customers in order to enhance mutual understanding and to help reduce the inherent uncertainties in international markets. Therefore, enhancing the understanding of, and adaptation to, differences in culture in foreign countries helps exporters reduce the "distance" between parties in export relationships. Consequently, it can be argued that exporters who are sensitive to their partners' cultures will face fewer barriers to effective communication and are more likely to achieve long-lasting successful business relationships. This research examined the impact of two cultural factors, i.e., cultural sensmvrty and ethnocentrism, on business relationship quality between developing country-based exporters and their foreign importers. Also, it explored the relationship between relationship quality and its outcome, i.e., export performance. A random sample of 297 exporting firms in Vietnam was surveyed to empirically test the theoretical model. The results indicated that the model had an acceptable fit to the data and all of the hypotheses were supported. Implications for business firms and directions for future research were also addressed. en_US
dc.publisher IMP Group en_US
dc.relation.isbasedon en_US
dc.title Cultural sensitivity and its impact on business relationship quality en_US
dc.parent Proceedings of the 19th Annual IMP Conference en_US
dc.journal.volume en_US
dc.journal.number en_US
dc.publocation Lugano, Switzerland en_US
dc.identifier.startpage 1 en_US
dc.identifier.endpage 9 en_US Marketing en_US
dc.conference 19th Annual International Marketing and Purchasing Conference en_US
dc.conference.location Lugano, Switzerland en_US

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