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tural distance situation. On the other hand, when LC US exporters interact with foreign distributors from an HC culture, they are operating in a large cultural distance situation.

 

B. Different aspects of culture

In order to provide the highest level of sensitivity possible for measuring respondents’ perception of how frequently they needed to communicate due to cultural distance, only the very frequently category is reported here. By focusing on the exporters’ responses at this very high level of communication frequency, the chance of including what might be considered ‘‘normal’’ everyday communication between the US exporters and their foreign distributors is minimized. The following sections report the findings for communication via fax, telephone, E-mail, and written letters.

 

Fax communication and cultural distance

When communicating with their foreign distributors, US exporters were much more B. Rosenbloom, T. Larsen / Industrial Marketing Management 32 (2003) 309–315 311 likely to report both initiating and receiving communication via fax at the very frequent level when the cultural distance between them and their foreign distributor was large than when it was small. Specifically, when the cultural distance was large, 77.1% of the US exporters initiated fax communication with their foreign distributors very frequently and 71.4% of the foreign distributors initiated fax communication with the US exporters very frequently. The corresponding percentages for fax communication with their small cultural distance foreign distributors were 29.4% and 41.2%, respectively. Clearly, there was a great deal more faxing back and forth with the foreign distributor when that foreign distributor was from a culturally distant country.

 

Telephone communication and cultural distance

When examining phone communication, similar results were observed some 40% of the US exporters initiated phone communication with their foreign distributors from culturally distant countries very frequently, while their foreign distributors from culturally distant countries initiated communication by phone 34.4% of the time very frequently. US exporters only initiated phone communication with their small cultural distance foreign distributors very frequently 11.8% of the time, and those foreign distributors initiated phone communication very frequently only 17.6% of the time. Once again, US exporters engaged in very frequent communication back and forth with culturally distant foreign distributors much more so than with culturally close foreign distributors.

 

E-mail communication and cultural distance

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