The Effects of Cultural Adaptation on Business Relationships: Americans Selling to Japanese and Thais
A 2 × 4 (culture of participants × degrees of cultural adaptation) experimental design with 145 Thai and 101 Japanese professionals is used to investigate the effect of cultural adaptation on attraction and outcomes when Americans adapt to Japanese and Thais. This study extends the research of Francis (1991). The curvilinear relationship between adaptation and attraction found in Francis is not replicated. For Thais, the relationship appears monotonic positive. For Japanese, it reaches a plateau beyond moderate adaptation.© 1999 JIBS. Journal of International Business Studies (1999) 30, 317–337
Year of publication: |
1999
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Authors: | Pornpitakpan, Chanthika |
Published in: |
Journal of International Business Studies. - Palgrave Macmillan, ISSN 0047-2506. - Vol. 30.1999, 2, p. 317-337
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Publisher: |
Palgrave Macmillan |
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