Abstract
Theory suggests that culture may hinder the ability to effectively standardize the process of relationship development strategies across intra- and inter-cultural relationships. Construct relationships between trust, commitment, conflict and satisfaction in manufacturer-distributor relationships are examined intra- (i.e., within a single cultural type) and inter-culturally (i.e., between different cultural types) with a sample of distributors from Canada, Chile, Mexico and the United States. Results support theoretical differences in the consequences of the trust-commitment relationship between intra-cultural and inter-cultural relationships. The results suggest process standardization based upon cultural type.
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*David A. Griffith is assistant professor of marketing and OU Associates Teaching Fellow at the Michael F. Price College of Business, The University of Oklahoma.
**Michael Y. Hu is professor of marketing at the Graduate School of Management, Kent State University.
***John K. Ryans, Jr. is Bridgestone professor of international business at the Graduate School of Management, Kent State University.
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Griffith, D., Hu, M. & Ryans, J. Process Standardization across Intra- and Inter-Cultural Relationships. J Int Bus Stud 31, 303–324 (2000). https://doi.org/10.1057/palgrave.jibs.8490908
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DOI: https://doi.org/10.1057/palgrave.jibs.8490908