haku: @freeterm Cultural differences / yhteensä: 9
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| Tekijä: | Merrilees, B. Miller, D. |
| Otsikko: | Direct selling in the West and East: The relative roles of product and relationship (Guanxi) drivers |
| Lehti: | Journal of Business Research
1999 : JUL, VOL. 45:3, p. 267-273 |
| Asiasana: | Direct selling Relationship marketing Australia Asia |
| Vapaa asiasana: | Cultural differences |
| Kieli: | eng |
| Tiivistelmä: | This study compares the effectiveness drivers from an Eastern country (China) and a Western country (Australia). A study of direct selling in China by Luk, Fullgrabe, and Yi (1996) is used as a benchmark. The study is replicated in Australia. The effectiveness drivers in the two countries are compared. The study concludes that in each country, both product elements and relationship elements affect direct selling effectiveness. In relative terms, however, relationship elements are relatively more important in China. In Australia, there are several separate dimensions of direct selling relationship marketing. Cultural differences seem to be the main reason for this contrast btw. the samples from the two countries. |
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