Please use this identifier to cite or link to this item:
Title: The role of sales representatives in cross-cultural business-to-business relationships
Authors: Gu, FF 
Wang, JJ
Wang, DT
Keywords: Cultural distance
International marketing
Relationship marketing
Sales representatives
Issue Date: 2016
Publisher: Elsevier
Source: Industrial marketing management, 2016, p. 2 How to cite?
Journal: Industrial marketing management 
Abstract: This study responds to the call for the internationalization of sales research by collecting data from 160 international buyers spanning 33 countries and regions. Based on survey data, archival sales records and cultural-distance indices, this research examines the performance-enhancing effect of sales rep-owned commitment as well as its antecedents under varying degrees of cultural distance. Our results show a strong and direct impact of rep-owned commitment, independent of the effect of firm-owned commitment, on enhancing performance indicators including sales volume, importers' purchase share, and importers' future purchase intentions. Moreover, we find two important antecedents to rep-owned commitment: benevolence trust and capability trust. Interestingly, cultural distance moderates the effects of benevolence and capability trust on rep-owned commitment: the larger the cultural distance, the stronger the effect of benevolence trust but the weaker the effect of capability trust. We conclude with theoretical and managerial implications to international marketing research and practice.
ISSN: 0019-8501
EISSN: 1873-2062
DOI: 10.1016/j.indmarman.2016.10.002
Appears in Collections:Journal/Magazine Article

View full-text via PolyU eLinks SFX Query
Show full item record


Last Week
Last month
Citations as of Dec 7, 2018

Page view(s)

Citations as of Dec 17, 2018

Google ScholarTM



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.