Paper info: Cultural stereotyping in international business relationships
Cultural stereotyping in international business relationships
Place of Publication
The paper was published at the 18th IMP-conference in Perth, Australia in 2002.
The role of culture in the development of international buyer/seller relationships hasattracted the attention of academics and practitioners in marketing and management(for example, Adler 1997; Dabholkar, Johnston & Cathey 1994; Hofstede 1994; Soutar,Grainger & Hedges 1999). This paper examines the role of national culture andstereotyping in the development of a potential buyer/seller relationship, that is, theirinfluence at the early development stage of the relationship. Australia, Ireland andSingapore were the three countries chosen for the study. A two-stage methodologyinvolved convergent interviews and a survey to determine the impact of culturalstereotyping on the buyer/seller relationship across these three countries. In thepreliminary findings, respondents said that stereotypes were present at the early stageof the relationship and could hinder the later progress of the potential partnership.These findings are the focus of this paper and were used in the second stagemethodology of a survey. Implications of these findings are that even thoughinternational trade is becoming the norm for some countries, marketing practitionersstill need to be mindful of stereotypes when developing relationships with their buyingand selling agents.