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The Influence of Culture on Personal Selling Interactions

Author

Listed:
  • Dominique Rouzies

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • Anne Macquin
  • Nathalie Prime

    (ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris)

Abstract

Changing economic conditions drive firms to identify those activities that can be conducted with a global perspective, leaving other activities, such as personal selling, to local decision makers. However, some personal selling methods are successfully marketed on a worldwide basis with very little local adaptation. The choice between these centralized or local systems may be influenced by cultural factors, which are likely to be overlooked by foreign managers. The objective of this paper is to identify which aspects of personal selling interactions are influenced by culture and to propose a conceptual framework explaining the relationships between cultural factors and the selling process.

Suggested Citation

  • Dominique Rouzies & Anne Macquin & Nathalie Prime, 2001. "The Influence of Culture on Personal Selling Interactions," Post-Print hal-00538262, HAL.
    • Handle: RePEc:hal:journl:hal-00538262
    DOI: 10.1300/J037v09n04_05
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    Cited by:

    1. Edward Shih-Tse Wang & Bi-Kun Tsai & Tzy-Ling Chen & Shu-Chun Chang, 2010. "The influence of emotions displayed and personal selling on customer behaviour intention," The Service Industries Journal, Taylor & Francis Journals, vol. 32(3), pages 353-366, October.

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