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论文作者:www.51lunwen.org论文属性:学术文章 Scholarship Essay登出时间:2015-02-03编辑:Cinderella点击率:6713
论文字数:3057论文编号:org201502031344075190语种:英语 English地区:英国价格:免费论文
关键词:global businesscultural distance全球商务
摘要:本文探讨了全球化浪潮中的国际贸易商业。作者认为国际贸易与本地贸易唯一的区别在于距离,这种距离更多是文化意义上的。
Our exploratory study of communication in international marketing channels suggests that such a scenario may be overly optimistic and naive if substantial ‘‘cultural distance’’ exists among international channel participants. Indeed, when the exporters from the LC US culture dealt with foreign distributors from HC cultures, ‘‘old fashioned’’ fax and telephone communication took place much more frequently than when the US exporters dealt with foreign distributors from LC cultures. Moreover, the more ‘‘modern’’ e-mail communications between US exporters and foreign distributors took place more frequently when both exporter and foreign distributor were from LC cultures, reflecting the limitations of the terse style of e-mail to fill in the gaps in communication between channel members from different cultural contexts. Of course, in this study, the US exporters and their foreign distributors were not yet part of an Internet-based electronic network. They were linked only in the sense of having established trading relationships in conventional channels of distribution. Thus, one might argue that if these same firms were to become part of a B2B e-commerce network their communication patterns would automatically change. Exporters and foreign distributors frequently reaching for the phone or constantly turning to the fax machine to clarify communications when cultural distance is high would, therefore, quickly cease. Frankly, it is doubtful that such would be the case. Indeed, the need to augment the totally impersonal electronic communications flowing over the Internet via ‘‘old fashioned’’ but more comfortable modes of communications might be greater than ever in the new electronic marketing channels. The need to ask questions, get clarifications, and reassurances so as to achieve a acceptable comfort level will not suddenly disappear for channel members from HC cultures simply because they are electronically linked to a network.
Managerial implications
The study does not indicate that cultural distance will be a drastic impediment to the application of electronic technology to international marketing channels. It does suggest, 314 B. Rosenbloom, T. Larsen / Industrial Marketing Management 32 (2003) 309–315 however, that cultural 本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。