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Retail bargaining behaviour of American and Chinese customers
Reports on a cross-cultural study of retail bargaining behaviour between American and Chinese customers. The framework of the Fishbein behavioural intention model is applied to the retail bargaining setting, and bargaining style is treated as an action "caused" by bargaining intention, which is in turn affected by the subjective norm and bargaining attitude. The respondents were 100 American and 100 Chinese Singaporean customers. The findings of this study suggest that the Fishbein behavioural intention model can be used to explain the retail bargaining behaviour of both American and Chinese customers. The study also found that Chinese people have a higher level of bargaining intention and a more competitive bargaining style than the Americans, although the bargaining attitudes and subjective norms of the two groups do not differ.
Keywords: Consumer behaviour, Bargaining, Retail trade, National cultures, Consumer marketing
A cultural analysis of Japanese tourists: challenges for tourism marketers
Presents the results of an empirical analysis of the cultural differences between Australian and Japanese populations in a tourism context. Argues that the challenge for tourism marketers lies in understanding the cultural make-up of the Japanese market, and developing culture-oriented marketing strategies. Identifies the major reasons for the decline in Japanese tourist arrivals to Australia. Compares the Japanese and Western cultural orientation. Describes and interprets the cultural dimensions identified by a principal components analysis. Determines the most critical cultural dimensions and their indicators by a LISREL analysis. The findings show that the key cultural factors influencing Japanese holiday experiences in Australia are culturally determined perceptions of service and interpersonal relations with hosts. Presents the impact of cultural traits on Japanese tourist perceptions of Australian service and interpersonal contact with hosts. Discusses the implications of these findings for tourism marketers.
Keywords: Service providers, Australia, Japan, Cultural diversity, Tourism, Marketing strategy
A relationship marketing approach to guanxi
In recent years there has been a growing interest in Asian business practices, in particular the use of social networks in China for business purposes. Because of its relational nature, some have identified guanxi with a traditional form of relationship marketing. We use the recent developments in relationship marketing theory to analyse guanxi. We find that understanding and managing guanxi is useful in the development of partnerships under the current economic situation in China, but does not support the other two basic strategic essentials of relationship marketing: service and process management. Additionally, we detect relevant changes in the structural conditions of China that make guanxi necessary in the access to the Chinese market.
Keywords: Business policy, China, Relationship marketing
The difference between Chinese and Western negotiations
Guanxi is the foundation of Chinese business negotiations. The paper explains the meaning of Guanxi and uses it to differentiate between the characteristics of Chinese and Western negotiations in the marketing context. Guanxi is a characteristic of Chinese culture and provides a starting point for understanding the Chinese negotiating style. Western cultures have inherently different characteristics. As culture is so important in the negotiation process, the paper also reviews the five dimensions of culture as outlined by Hofstede (1991) and places these in the Chinese context.
Keywords: China, Marketing concept, Marketing strategy, National cultures, Negotiating, Relationship marketing
The influence of culture on advertising effectiveness in China and the USA: cross-cultural study
Presents findings from an empirical study which investigates the effects of different advertising appeals used across cultures. Cultural differences along the individualism-collectivism dimension are hypothesized to affect people's reactions to certain advertising appeals. Results indicate that appeals which emphasize individualistic benefits are more effective in the USA than in China. When appeals emphasizing collectivistic benefits are employed, they are generally more effective in China. However, such effects can be moderated by product characteristics. Different product types may serve to influence the effectiveness of culturally-congruent advertising appeals. Discusses the implications of the findings.
Keywords: Advertising, China, National cultures, USA
The effects of organizational formalization on organizational commitment and work alienation in US, Japanese and Korean industrial salesforces States that researchers in marketing have called for investigations concerning personal selling and sales management in the international arena. Examines the influence of organizational formalization on work alienation through role stress and organizational commitment in industrial salesforces in the USA, Japan and Korea. From surveys of salesforces selling electronic products and components, reveals inter-country differences and highlights the importance of conducting cross-national studies on salesforce issues.
Keywords: Employee attitudes, Formalization, Japan, Korea, Salesforce, USA
Use of foreign language and models in print advertisements in East Asian countries: A logit modelling approach The need for cultural sensitivity in global marketing is recognized widely. Using content analysis of 543 advertisements from four East Asian countries, determines the marketing factors which lead to the use of two advertising strategies that might be perceived as culturally insensitive. Indicates that, while foreign languages are used widely, a substantial number of advertisements also employ western models. Shows the use of western models to be influenced by five factors: use of a foreign language, target audience, product's country of origin, product type and customer country. Shows the use of foreign language words, on the other hand, to be influenced by just two factors: customer country and product type.
Keywords: Advertising, Culture, East Asia, Foreign languages
Australian perceptions and experiences of international countertrade with some international comparisons While conjecture surrounds attitudes toward countertrade, there are few studies reporting on empirical inquiries. Attitudes to and perceptions of various dimensions of countertrade are reported for Australian firms and some comparisons are drawn from similar studies conducted in the UK and Canada. Generally, attitudes toward countertrade of those Australian managers who were surveyed, which include both countertraders and non-countertraders, are positive. This is the first empirical study of international countertrade of its type conducted in Australia. It follows in the tradition of studies conducted in the UK and Canada and it broadens international understanding of this form of exchange, which has long been practised in Europe, but not in Australia.
Keywords: Australia, Countertrade, International business, International marketing
Small business participation in the global economy
Business, management, workers and governments are responding to global imperatives. These imperatives include marketing. The origins of global marketing lie in exporting. Presents and analyses data relating to small businesses in Australia which currently export or which plan to export. Thirty-five per cent of small businesses which consider it feasible to export have no plans to do so. The reasons for this export rejection are analysed. Other critical factors such as motivation to export; source of expert advice; and problems experienced with developing export markets are also reported and analysed. Provides recommendations as to how to increase the participation rate of small business in the growing global economy.
Keywords: Australia, Export, Globalization, International marketing, Small firms, Small-to-medium-sized enterprises
As always we have only skimmed the surface of relevant articles this week and only those that are particularly relevant for Asia-Pacific managers. Many other articles are available as well including those focusing on other countries and international perspectives.
See also our previous review on branding, retailing and marketing in Asia See also Asia Market Research dot Com
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