选择与后果:在国际营销研究中增进对文化距离理解的建议

IF 4.9 2区 管理学 Q1 BUSINESS
D. Griffith, T. Dean, Jessica J. Hoppner
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引用次数: 15

摘要

文化距离是研究国际营销现象的一个重要因素。然而,学者们对它的使用表示了极大的担忧。尽管已经对文化距离进行了审查,但还没有研究直接涉及学者在文化距离的概念化和操作化方面所做的选择如何影响我们对其在国际营销现象中的作用的理解。在这项工作中,作者回顾了与文化距离有关的问题,并以此为基础系统分析了国际营销文献中83篇提及文化距离的文章,以了解所做的选择。他们发现文化距离的概念化和操作化具有显著的异质性。然后,他们在一个由148家欧洲原始设备制造商供应商组成的单一数据集中检验了这种选择异质性的经验后果。研究结果表明,概念化和操作化的差异显著影响了文化距离的观察效果,从而影响了对其在国际营销现象中作用的理解。最后,作者提出了一系列建议,旨在提高该学科的能力,为文化距离在国际营销现象中的作用奠定坚实的基础。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Choices and Consequences: Recommendations for an Improved Understanding of Cultural Distance in International Marketing Research
Cultural distance is an important element in the study of international marketing phenomena. However, scholars have voiced significant concerns with its use. Although reviews of cultural distance have been conducted, no research has yet directly addressed how the choices that scholars make in relation to the conceptualization and operationalization of cultural distance influence our understanding of its role in international marketing phenomena. In this work, the authors review concerns pertaining to cultural distance and use them as a foundation to systematically analyze 83 articles referencing cultural distance in the international marketing literature to understand the choices that have been made. They find significant heterogeneity in conceptualization and operationalization of cultural distance. Then, they examine the empirical consequences of this choice heterogeneity within a single data set of 148 suppliers to a European original equipment manufacturer. The findings demonstrate that differences in conceptualizations and operationalizations significantly influence the observed effects of cultural distance and, thus, the understanding of its role in international marketing phenomena. Last, the authors put forth a series of recommendations aimed to enhance the discipline’s ability to build a strong foundation of knowledge of cultural distance’s role in international marketing phenomena.
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来源期刊
CiteScore
8.70
自引率
17.20%
发文量
28
期刊介绍: As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.
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