Investigating the implications of business and culture on the behaviour of customers of international firms

Gupta, Suraksha and Navare, JYOTI and Melewar, TC (2011) Investigating the implications of business and culture on the behaviour of customers of international firms. Industrial Marketing Management, 40 (1). pp. 65-77. ISSN 0019-8501. (doi:https://doi.org/10.1016/j.indmarman.2010.09.011) (Full text available)

Abstract

For many years international firms have been leveraging from the consistent growth rate of the Indian economy and, considering forecasts, will continue to do so in the future. This study identifies factors that influence the behaviour of business customers of international firms in emerging markets such as India. Based on the extant literature and in-depth personal interviews with practitioners, combined with a field survey, the authors have tried to understand the impact these factors have on the behaviour of business customers of international firms. The data were useful for testing the model developed using regression analysis and were found to be significant. The model demonstrates that the behaviour of local firms as customers of international firms in emerging markets is governed by factors such as business risk and a propensity to business sustainability. The model will be useful for international firms who wish to operate in emerging markets through local business firms that seek to associate with international firms.

Item Type: Article
Uncontrolled keywords: Business Behaviour, Cultural Behaviour, Business Approach, Business Sustainability, Business Risk, Business Pressure
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Suraksha Gupta
Date Deposited: 15 Dec 2015 00:10 UTC
Last Modified: 16 Dec 2015 16:39 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/53421 (The current URI for this page, for reference purposes)
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