One of the main functions of culture is division of labour amongvarious actors in society. Since the global environment is characterisedby diverse and deeprooted cultural norms and value systems, the natureof this division of labour across cultures should exhibit systematicdifferences. Channels of distribution are primarily designed tofacilitate division of labour, and channel relationships shouldtherefore reflect the underlying cultural tenets of society. UsingHofstedes schemata to classify various national cultures, a series ofpropositions is generated on how distribution channel relationships willvary across countries based on their positions on Hofstedes fourdimensions of culture.
International Marketing Review – Emerald Publishing
Published: Mar 1, 1991