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Relationship-Oriented Cultures, Corruption, and International Marketing Success
Jennifer D Chandler1, John L Graham2
11University of Hawaii, Manoa, Honolulu, HI U.S.A.
Journal of Business Ethics : JBE
|March 28, 2020
Summary
Corruption significantly impacts international marketing success, especially for French and Japanese exporters, by affecting their market entry and performance. This study broadens the definition of corruption beyond bribery to understand its complex role in global business.
Area of Science:
- International Business
- Marketing Strategy
- Socioeconomic Studies
Background:
- International marketing faces challenges, including corruption, which can hinder global expansion.
- Existing research often defines corruption narrowly, primarily as bribery.
- A comprehensive understanding of corruption's multifaceted nature is needed to explain international market success.
Purpose of the Study:
- To investigate the impact of a broader conceptualization of corruption on international marketing success.
- To empirically analyze the dimensions of corruption in relation to exporter performance.
- To compare the influence of corruption on exporters from different countries (France, Japan, US).
Main Methods:
- Utilized Partial Least Squares (PLS) formative indicators for empirical analysis.
- Developed a comprehensive model incorporating corruption, consumer resources, physical distance, and cultural distance.
- Analyzed data from exporters in France, Japan, and the United States.
Main Results:
- Corruption levels in target markets significantly influence the international success of French and Japanese exporters.
- Corruption in target countries did not demonstrably affect the success of US exporters in global markets.
- The study's expanded conceptualization of corruption proved important in explaining exporter success.
Conclusions:
- Corruption, viewed broadly, is a critical factor for international marketing success for some nations' exporters.
- National differences exist in how corruption affects exporter performance in international markets.
- Future research should consider the nuanced dimensions of corruption in international business studies.
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