The impact of culture on relationship creation and network formation in developing countries
- Publisher:
- IMP Group
- Publication Type:
- Conference
- Citation:
- Fletcher, R. 2003 'The impact of culture on relationship creation and network formation in developing countries', 19th Annual International Marketing and Purchasing Conference, IMP Group, Lugano, Switzerland, pp. 1-18.
- Issue Date:
- 2003
Closed Access
| Filename | Description | Size | |||
|---|---|---|---|---|---|
 | 2003001205.pdf | 2.28 MB |
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Most studies on the impact of culture on the development of relationships and
formation of networks in developing country markets are based on the etic approach
which depends on evaluating markets by applying a set ofunderiying dimensions. For
the most part these dimensions are based on 'western' concepts and descriptors. In
addition, these concepts were based on the notion that different cultures were
separated by political boundaries. These studies are likely to be unsuitable for
emerging markets where ethnic boundaries are more likely to be different to political
boundaries or where a number of ethnic groups are to be found within the same
political boundary. Furthermore, the reliance on 'western' based cultural dimensions
ignores the existence of cultural traits that are unique to a specific emerging market.
For these reasons, it is proposed that an emic approach of assessing cultural drivers
specific to an emerging market be used and then these markets will be clustered on
the basis of cultural commonalities. This is likely to provide a more comprehensive
means of assessing the impact of culture on predicting relationship creation and
network formation in emerging markets.
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