Adapting to Promote Commitment in International Marketing Strategies

Document Type

Article

Publication Date

2007

Department

School of Business

Abstract

Some of the key elements of successful marketing relationships within an economy are well understood (Morgan and Hunt, 1994; Walters, Peters, and Dess, 1994; Anderson and Narus, 1990). However, the spread of global business presents distinct challenges beyond those previously addressed. This paper expands our understanding of cross-cultural marketing relationships by proposing a model that supplements prior models of commitment and trust through the addition of the effect of adaptation on such relationships. It lays the theoretical foundation for empirical investigation of marketing relationships on an international basis. Beginning with Morgan and Hunt (1994), we propose that a firm's adaptation to its partner's culture significantly effects cooperation in cross-cultural marketing relationships. Then we discuss the design of a study to test the relationships.

First Page

189

Last Page

195

Volume

VII

Issue

3

ISSN

23788585, 15539563

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