The impact of culture and relational quality in the cooperation between export companies and local distributors
DOI:
https://doi.org/10.51325/ijbeg.v1i2.13Keywords:
Angola; Portugal; Exporter; Distributor; Relationship Marketing; International Marketing; Culture; Trust; Commitment and Cooperation.Abstract
The increased globalization and internationalization of business has highlighted the importance of understanding the role of culture and the quality of relations in influencing the cooperation between companies from a cross-cultural perspective. The role of trust and commitment, on one side, and the role of cultural similarities and dissimilarities, on the other hand, was sparsely examined in international contexts. Thus, the aim of this research is to understand how the culture and the quality of relations characterized by trust and commitment affect the established cooperation between Portuguese exporting companies and their distributors in Angola. For this purpose, a qualitative analysis is carried out in five Portuguese exporting companies and five Angolan distributors. The selection of Portuguese companies was based on a list of the largest fifty Portuguese exporting companies to Angola, based on the Portuguese Investment and Foreign Trade Agency, EPE (AICEP), in August 2011. After conducting interviews with the managers of exporting companies, the collaborators responsible for the export activities, and the Angolan distributors, the results show that culture, trust and commitment have an impact on the cooperation between Portuguese exporting companies and their Angolan distributors.
References
Abosag, I., Tynan, C., & Lewis, C. (2006). The commitment-trust theory: The British and Saudi Arabian cross-national perspectives [Conference presentation]. 22nd IMP Conference, Milan, Italy.
Achrol, R. S. (1991). Evolution of the marketing organization: new forms for turbulent environments. Journal of Marketing, 55(4), 77-93. https://doi.org/10.1177/002224299105500406 DOI: https://doi.org/10.1177/002224299105500406
Agência para o Investimento e Comércio Externo de Portugal. (2011). http://www.portugalglobal.pt.
Alareeni, B., & Branson, J. (2011). The relative performance of auditors’ going-concern opinions and statistical failure prediction models in Jordan. Accountancy & Bedrijfskunde, 8, 23–35.
Alqallaf, H., & Alareeni, B. (2018). Evolving of selected integrated reporting capitals among listed Bahraini banks. International Journal of Business Ethics and Governance, 1(1), 15-36. https://doi.org/10.51325/ijbeg.v1i1.10 DOI: https://doi.org/10.51325/ijbeg.v1i1.10
Alves, G. (2014). O impacto da cultura e qualidade do relacionamento na cooperação entre as empresas exportadoras e distribuidores locais [Unpublished doctoral dissertation]. Universidade do Minho, Portugal.
Anderson, E., & Coughlan, A. T. (1987). International market entry and expansion via independent or integrated channels of distribution. Journal of Marketing, 51(1), 71-82. https://doi.org/10.1177/002224298705100106 DOI: https://doi.org/10.1177/002224298705100106
Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1), 42-58. https://doi.org/10.1177/002224299005400103 DOI: https://doi.org/10.1177/002224299005400103
Bardin, L. (2011). Análise de Conteúdo (4ª edição). Lisboa: Edições 70 Lda.
Berghäll, S. (2003). Perceptions of dyadic business relationships: In search of the social psychological basis of interpersonal relationship perceptions in socio-economic exchange relationships. Marketing Theory, 3(1), 59-77. https://doi.org/10.1177/1470593103003001004 DOI: https://doi.org/10.1177/1470593103003001004
Boersma, M. F., Buckley, P.J., & Ghauri, P.N. (2003). Trust in international joint venture relationships. Journal of Business Research, 56(12), 1031-42. https://doi.org/10.1016/S0148-2963(01)00315-0 DOI: https://doi.org/10.1016/S0148-2963(01)00315-0
Brito, C., & Lencastre, P. (2014). Novos horizontes do Marketing. Lisboa: Dom Quixote.
Buttle, F. (Ed.) (1996). Relationship Marketing: Theory and Practice. SAGE Publications Ltd. https://doi.org/10.4135/9781446252062 DOI: https://doi.org/10.4135/9781446252062.n1
Cambra-Fierro, J. J., & Polo-Redondo, Y. (2011). Postsatisfaction factors affecting the long-term orientation of supply relationships. Journal of Business & Industrial Marketing, 26(6), 395-406. https://doi.org/10.1108/08858621111156395 DOI: https://doi.org/10.1108/08858621111156395
Chang, S. H., Wang, K. Y., Chih, W. H., & Tsai, W. H. (2012). Building customer commitment in business-to-business markets. Industrial Marketing Management, 41(6), 940-950. https://doi.org/10.1016/j.indmarman.2011.11.026 DOI: https://doi.org/10.1016/j.indmarman.2011.11.026
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61(2), 35-51. https://doi.org/10.1177/002224299706100203 DOI: https://doi.org/10.1177/002224299706100203
Douglas, S.P., & Craig, S. (1995). Global marketing strategy. New York: McGraw Hill.
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11-27. https://doi.org/10.1177/002224298705100202 DOI: https://doi.org/10.1177/002224298705100202
Elg, U. (2002). Inter-firm market orientation: Its significance and antecedents in distribution networks. Journal of Marketing Management, 18(7-8), 633-655. https://doi.org/10.1362/0267257022780697 DOI: https://doi.org/10.1362/0267257022780697
Ganesan, S. (1994). Determinants of long-term orientation in buyer–seller relationships. Journal of Marketing, 58(2), 1–19. https://doi.org/10.2307/1252265 DOI: https://doi.org/10.1177/002224299405800201
Garbarino, E., & Johnson, M. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87. DOI: https://doi.org/10.1177/002224299906300205
Geyskens, I., Steenkamp, J. B. E., & Kumar, N. (1998). Generalizations about trust in marketing channel relationships using meta-analysis. International Journal of Research in Marketing, 15(3), 223-248. https://doi.org/10.1016/S0167-8116(98)00002-0 DOI: https://doi.org/10.1016/S0167-8116(98)00002-0
Ghemawat, P. (2001). Distance still matters the hard reality of global expansion. Harvard Business Review, 79(8), 137-47.
Gilliland, D. I. & Bello, D. C. (2002). Two sides to attitudinal commitment: The effect of calculative and loyalty commitment on enforcement mechanisms in distribution channels. Journal of the Academy of Marketing Science, 30(1), 24-43. https://doi.org/10.1177/03079450094306 DOI: https://doi.org/10.1177/03079450094306
Griffith, D., Myers, M., & Harvey, M. (2006). An investigation of national culture´s influence on relationship and knowledge resources in interorganizational relationships between Japan and the United States. Journal of International Marketing, 14(3), 1-32. https://doi.org/10.1509/jimk.14.3.1 DOI: https://doi.org/10.1509/jimk.14.3.1
Gummerus, J., von Koskull, C., & Kowalkowski, C. (2017). Relationship marketing- past, present and future. Journal of Services Marketing, 31(1), 1-5. https://doi.org/10.1108/JSM-12-2016-0424 DOI: https://doi.org/10.1108/JSM-12-2016-0424
Gummesson, E. (2017). From relationship marketing to total relationship marketing and beyond. Journal of Services Marketing, 31(1), 16-19. https://doi.org/10.1108/JSM-11-2016-0398 DOI: https://doi.org/10.1108/JSM-11-2016-0398
Gundlach, G. T., Achrol, R. S., & Mentzer, J. T. (1995). The structure of commitment in exchange. Journal of Marketing, 59(1), 78-92. https://doi.org/10.1177/002224299505900107 DOI: https://doi.org/10.1177/002224299505900107
Gupta, A., & Sahu, M. (2012). A literature review and classification of relationship marketing research. International Journal of Customer Relationship Marketing and Management, 3(1), 56-81. https://doi.org/10.4018/ijcrmm.2012010104 DOI: https://doi.org/10.4018/ijcrmm.2012010104
Ha, J., Karande, K., & Singhapakdi, A., (2004). Importers´ relationships with exporters: Does culture matter? International Marketing Review, 21(4/5), 447-461. https://doi.org/10.1108/02651330410547135 DOI: https://doi.org/10.1108/02651330410547135
Heide, J. B., & John, G. (1992). Do norms matter in marketing relationships? Journal of Marketing, 56(2), 32-44. https://doi.org/10.1177/002224299205600203 DOI: https://doi.org/10.1177/002224299205600203
Helfert, G., Ritter, T., & Walter, A. (2001). How does market orientation affect business relationships? [Conference presentation]. 17th IMP Conference, Oslo, Norway.
Jain, S. C. (1993). International marketing management (4th ed.). Belmont, California: Wadsworth.
Kim, K., & Frazier, G.L. (1996). A typology of distribution channel systems: A contextual approach. International Marketing Review, 13(1), 19-32. https://doi.org/10.1108/02651339610111326 DOI: https://doi.org/10.1108/02651339610111326
Kim, S., Hibbard, J., & Swain, S. (2011). Commitment in marketing channels: Mitigator or aggravator of the effects of destructive acts? Journal of Retailing, 87(4), 521–539. https://doi.org/10.1016/j.jretai.2011.09.006 DOI: https://doi.org/10.1016/j.jretai.2011.09.006
Knapp, M. L., & Hall, J. A. (2009). Nonverbal communication in human interaction (7th ed.). Boston: Wadsworth.
LaBahn, D. W., & Harich K. R. (1997). Sensitivity to national business culture: Effects on U.S. - Mexican channel relationship performance. Journal of International Marketing, 5(4), 29-51. https://doi.org/10.1177/1069031X9700500404 DOI: https://doi.org/10.1177/1069031X9700500404
Lages, L., Lancastre, A., & Lages, C. (2008). The B2B-RELPERF scale and scorecard: Bringing relationship marketing theory into business-to-business practice. Industrial Marketing Management, 37, 686-697. https://doi.org/10.1016/j.indmarman.2007.05.008 DOI: https://doi.org/10.1016/j.indmarman.2007.05.008
Lagrosen, S., & Lagrosen, Y. (2012). Trust and quality management: Perspectives from marketing & organisational learning. Total Quality Management & Business Excellence, 23(1), 13-26. https://doi.org/10.1080/14783363.2011.637794 DOI: https://doi.org/10.1080/14783363.2011.637794
Leonidou, L. C., Barnes, B. R., & Talias, M. A. (2006). Exporter-importer relationship quality: The inhibiting role of uncertainty, distance and conflict. Industrial Marketing Management, 35, 576-588. https://doi.org/10.1016/j.indmarman.2005.06.012 DOI: https://doi.org/10.1016/j.indmarman.2005.06.012
Leonidou, L. C., Katisikeas, C. S. & Hadjimarcou, J. (2002). Building successful export business relationships: A behavioral perspective. Journal of International Marketing, 10(3), 96-115. https://doi.org/10.1509/jimk.10.3.96.19543 DOI: https://doi.org/10.1509/jimk.10.3.96.19543
Li, D., Browne, G. J. & Wetherbe, J. C. (2007). Online consumers’ switching behavior: a buyer-seller relationship perspective. Journal of Electronic Commerce in Organizations, 5(1), 30-42. https://doi.org/10.4018/jeco.2007010102 DOI: https://doi.org/10.4018/jeco.2007010102
Markus, H. R., & Kitayama, S. (2010). Cultures and selves. Perspectives on Psychological Science, 5(4), 420–430. https://doi.org/10.1177/1745691610375557 DOI: https://doi.org/10.1177/1745691610375557
Minkov, M. (2011). Cultural differences in a globalizing world. Bingley, UK: Emerald Group Publishing Limited.
Miocevic, D. (2016). The antecedents of relational capital in key exporter-importer relationships: An institutional perspective. International Marketing Review, 33(2), 196–218. https://doi.org/10.1108/IMR-02-2015-0022 DOI: https://doi.org/10.1108/IMR-02-2015-0022
Miquel-Romero, J. M., Caplliure-Giner, E. M. & Adame- Sánchez, C. (2014). Relationship marketing management: Its importance in private label extension. Journal of Business Research, 67, 667-672. https://doi.org/10.1016/j.jbusres.2013.11.025 DOI: https://doi.org/10.1016/j.jbusres.2013.11.025
Morgan, R., & Hunt, S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302 DOI: https://doi.org/10.1177/002224299405800302
Navarro-García, A., Arenas- Gaitán, J., & Rondán- Cataluña, F. J. (2014). External environment and the moderating role of export market orientation. Journal of Business Research, 67, 740-745. https://doi.org/10.1016/j.jbusres.2013.11.037 DOI: https://doi.org/10.1016/j.jbusres.2013.11.037
Obadia, C. (2008). Cross-border inter-firm cooperation: The influence of the performance context. International Marketing Review, 25(6), 634-650. https://doi.org/10.1108/02651330810915565 DOI: https://doi.org/10.1108/02651330810915565
Palmatier, R. W., Dant, R. P. & Grewal, D. (2007). A comparative longitudinal analysis of theoretical perspectives of interorganizational relationship performance. Journal of Marketing, 71(4), 172-194. https://doi.org/10.1509/jmkg.71.4.172 DOI: https://doi.org/10.1509/jmkg.71.4.172
Parkhe, A. (1998). Building trust in international alliances. Journal of World Business, 33(4), 417-437. https://doi.org/10.1016/S1090-9516(99)80083-2 DOI: https://doi.org/10.1016/S1090-9516(99)80083-2
Raciti, M. M., & Dagger, T. S. (2017). Relationship marketing: looking backwards towards the future. Journal of Services Marketing, 31(1), 1–8. https://doi.org/10.1108/JSM-11-2016-0380 DOI: https://doi.org/10.1108/JSM-11-2016-0380
Riel, A. C. R., Liljander, V., Semeijn, J., & Polsa, P. (2011). EU deregulation and dealer-supplier relations in automotive distribution. Journal of Business & Industrial Marketing, 26 (2), 115-131. https://doi.org/10.1108/08858621111112294 DOI: https://doi.org/10.1108/08858621111112294
Robson, C. (2002). Real world research: A resource for social scientists and practitioner-researchers. Oxford, England: Blackwell.
Ruiz-Molin, M-E., & Gil-Saura, I. (2012). Relationship and market conditions: Outcomes in marketing channels. Journal of Business-to-Business Marketing, 19, 289-308. https://doi.org/10.1080/1051712X.2012.647796 DOI: https://doi.org/10.1080/1051712X.2012.647796
Saleh, M. A., Ali, M. Y. & Andaleeb, S. S. (2014). Explaining industrial importers´ commitment from an emerging market perspective: theoretical and managerial insights, Journal of Business & Industrial Marketing, 29(1), 45-62. https://doi.org/10.1108/JBIM-09-2011-0116 DOI: https://doi.org/10.1108/JBIM-09-2011-0116
Sanzo, M.J., Santos, M.L. Vázquez, R, & Álvarez. L.I (2003). The role of market orientation in business dyadic relationships: Testing an integrator model, Journal of Marketing Management, 19(1/2), 73-107. https://doi.org/10.1362/026725703763771971 DOI: https://doi.org/10.1080/0267257X.2003.9728202
Schmiedel, T., Brocke, J. & Recker, J., (2013). Which culture values matter to business process management? Results from a global Delphi study. Business Process Management Journal, 19(2), 292-317. https://doi.org/10.1108/14637151311308321 DOI: https://doi.org/10.1108/14637151311308321
Selnes, F., & Sallis, J. (2003). Promoting relationship learning. Journal of Marketing, 67(3), 80-95. https://doi.org/10.1509/jmkg.67.3.80.18656 DOI: https://doi.org/10.1509/jmkg.67.3.80.18656
Siguaw, J. A., Simpson, P. M., & Baker, T.L. (1998). Effects of supplier market orientation on distributor market orientation and the channel relationship: The distributor perspective. Journal of Marketing, 62(3), 99-111. https://doi.org/10.2307/1251746 DOI: https://doi.org/10.1177/002224299806200307
Skarmeas, D., Katsikeas, C. S., & Schlegelmilch, B. B. (2002). Drivers of commitment and its impact on performance in cross-cultural buyer-seller relationships: The importer's perspective. Journal of International Business Studies, 33(4), 757-83. https://doi.org/10.1057/palgrave.jibs.8491043 DOI: https://doi.org/10.1057/palgrave.jibs.8491043
Swift, J. S. (1999). Cultural closeness as a facet of cultural affinity a contribution to the theory of psychic distance. International Marketing Review, 16(3), 182-201. https://doi.org/10.1108/02651339910274684 DOI: https://doi.org/10.1108/02651339910274684
Tsoukatos, E., & Rand, G.K. (2007). Cultural influences on service quality and customer satisfaction: Evidence from Greek insurance. Managing Service Quality, 17(4), 467-485. https://doi.org/10.1108/09604520710760571 DOI: https://doi.org/10.1108/09604520710760571
Ulaga, T., & Eggert, A. (2006). Value-based differentiation in business relationships: Gaining and sustaining key supplier status. Journal of Marketing, 70(1), 119-136. https://doi.org/10.1509/jmkg.70.1.119.qxd DOI: https://doi.org/10.1509/jmkg.70.1.119.qxd
Usunier, J. C. & Lee, J. (2005). Marketing across cultures (4th ed.). London: Pearson Education Limited.
Walter, A, Müller, T. A., Helfert, G., & Ritter, T. (2003). Functions of industrial supplier relationships and their impact on relationship quality. Industrial Marketing Management, 32(2), 159-169. https://doi.org/10.1016/S0019-8501(02)00230-4. https://doi.org/10.1016/S0019-8501(02)00230-4. DOI: https://doi.org/10.1016/S0019-8501(02)00230-4
Downloads
Published
Issue
Section
License
Copyright (c) 2018 Gisela Alves (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
