The role of sales representatives in cross-cultural business-to-business relationships

Flora F. Gu; Jeff Jianfeng Wang; Danny T. Wang

doi:10.1016/j.indmarman.2016.10.002

Author(s)

Flora F. Gu
Jeff Jianfeng Wang
Danny T. Wang

Related Research Unit(s)

Detail(s)

Original language	English
Pages (from-to)	227-238
Journal / Publication	Industrial Marketing Management
Volume	78
Online published	21 Oct 2016
Publication status	Published - Apr 2019

Link(s)

DOI	DOI https://doi.org/10.1016/j.indmarman.2016.10.002 Final Published version
	Check@CityULib
Link to Scopus	https://www.scopus.com/record/display.uri?eid=2-s2.0-85006149533&origin=recordpage
Permanent Link	https://scholars.cityu.edu.hk/en/publications/publication(2bcce521-5502-407a-b663-1e49b2a7fcf7).html

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.

Research Area(s)

Cultural distance, Exporting, International marketing, Relationship marketing, Sales representatives, Trust

Citation Format(s)

[ RIS ] [ BibTeX ]

The role of sales representatives in cross-cultural business-to-business relationships. / Gu, Flora F.; Wang, Jeff Jianfeng; Wang, Danny T.
In: Industrial Marketing Management, Vol. 78, 04.2019, p. 227-238.

Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review

Gu, FF, Wang, JJ & Wang, DT 2019, 'The role of sales representatives in cross-cultural business-to-business relationships', Industrial Marketing Management, vol. 78, pp. 227-238. https://doi.org/10.1016/j.indmarman.2016.10.002

Gu, F. F., Wang, J. J., & Wang, D. T. (2019). The role of sales representatives in cross-cultural business-to-business relationships. Industrial Marketing Management, 78, 227-238. https://doi.org/10.1016/j.indmarman.2016.10.002

Gu FF, Wang JJ, Wang DT. The role of sales representatives in cross-cultural business-to-business relationships. Industrial Marketing Management. 2019 Apr;78:227-238. Epub 2016 Oct 21. doi: 10.1016/j.indmarman.2016.10.002

Gu, Flora F. ; Wang, Jeff Jianfeng ; Wang, Danny T. / The role of sales representatives in cross-cultural business-to-business relationships. In: Industrial Marketing Management. 2019 ; Vol. 78. pp. 227-238.