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Understanding cross-cultural sales manager-salesperson relationships in the Asia-Pacific rim region : a grounded theory approach

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Deeter-Schmelz, Dawn R., Lauer, Timothy P. and Rudd, John M. (2019) Understanding cross-cultural sales manager-salesperson relationships in the Asia-Pacific rim region : a grounded theory approach. Journal of Personal Selling and Sales Management, 39 (4). pp. 334-351. doi:10.1080/08853134.2019.1595635

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Official URL: https://doi.org/10.1080/08853134.2019.1595635

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Abstract

As more organizations implement multinational strategies, sales managers leading sales forces encounter complex cultural challenges that affect relationships, processes, and outcomes. We undertake a qualitative study with the objective of understanding the sales manager–salesperson relationship when the sales manager is leading sales representatives located in other cultures. Because of the significant size and growth of Asian countries, we focus our study on the Asia-Pacific Rim region. In-depth interviews conducted with 21 sales managers working for a large multinational technology firm in our focal region provide the data for our analysis. Using a grounded theory approach, we identify five key themes: building and sustaining cross-cultural relationships, cross-cultural communication effectiveness, acquisition and maintenance of trust across cultures, language, and decision-making. From our findings, research propositions are offered and implications for researchers and practitioners are discussed.

Item Type: Journal Article
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Social Sciences > Warwick Business School
Library of Congress Subject Headings (LCSH): Sales management -- Research, Selling, Business communication -- Cross-cultural studies, Pacific Area -- Economic conditions
Journal or Publication Title: Journal of Personal Selling and Sales Management
Publisher: Taylor & Francis (Routledge)
ISSN: 0885-3134
Official Date: 1 May 2019
Dates:
DateEvent
1 May 2019Published
11 March 2019Accepted
Volume: 39
Number: 4
Page Range: pp. 334-351
DOI: 10.1080/08853134.2019.1595635
Status: Peer Reviewed
Publication Status: Published
Publisher Statement: “This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Personal Selling and Sales Management on 01/05/2019, available online: http://www.tandfonline.com/10.1080/08853134.2019.1595635
Access rights to Published version: Restricted or Subscription Access
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