Leadership and cooperation in marketing channels: A comparative empirical analysis of the USA, Finland and Poland

Rajiv Mehta, Trina Larsen, Bert Rosenbloom, Jolanta Mazur, Pia Polsa

Research output: Contribution to journalArticlepeer-review

22 Scopus citations

Abstract

Marketing channels exist in an increasingly competitive international and global environment. Consequently, many firms have reengineered their marketing channels systems by placing greater emphasis on fostering higher levels of cooperation among international channel participants. However, there are relatively few studies that explore cross-cultural issues in marketing cliannels. Thus, investigating whether cultural differences influence how cliannel participants react to a firm's channel strategies is an important issue that needs to be addressed. This study comparatively examines channel leadership styles, cooperation, and channel member performance across three divergent national cultures. More specifically, the study seeks to assess whether employing uniform channel strategies produces similar responses from channel members in different countries. Using data drawn from a sample of automobile dealerships in the USA, Finland, and Poland, inconsistent results icere found, which suggest that using leadership styles to foster cooperation among cliannel members across different national cultures on a standardized basis is not an appropriate channel strategy. Based on the findings, international channel management implications, limitations, and directions for future research are prof erred.

Original languageEnglish (US)
Pages (from-to)633-666
Number of pages34
JournalInternational Marketing Review
Volume18
Issue number6
DOIs
StatePublished - Jan 1 2001

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing

Keywords

  • Co-operation
  • Finland
  • Leadership
  • Marketing channels
  • Poland
  • USA

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