A Quantitative Study of Business Owners and Perceived Network Benefits: Collectivist vs. Individualist Based Cultures

摘要: ABSTRACTDo the cultural roots of business owners influence their market orientation, social networks, and ultimately affect benefits derived from these networks? This study focuses on relationship between culture network further explores a conceptual model related to aspects for small proposed in an earlier qualitative by Luczak, Mohan Hills (2010) provides empirical exploration how owners' moderate marketing orientation networking processes.Based Hofstede's dimensions, it is suggested that collectivist exhibit relational (1991). Business exhibiting orientations also stronger ties than with transactional orientations, allowing greater access economic, intellectual capital. Data this was collected sample American Indian owners. Building theoretical framework, research differences Western culture, shared values, trust commitment context Fundamental distinguish individualistic cultures are used as basis identify practices two cultures. analysis contributes scholarly understanding theory through addresses existing gap literature exploring moderating effect ' activities determining if represents competitive advantagePURPOSE OF STUDYThis considers possible effects strength perceived networks. national capital theory, Huntington's civilization lay foundation upon which framework individualist can considered respect abilities achieve benefits. Quantitative surveys were conducted analyzed terms Several fundamental identified demonstrate what have benefits.FRAMEWORK ANALYSISBuilding medium sized businesses. Shared serve cornerstones light five dimensions culture. values represent beliefs society's members precursor (Morgan Hunt, 1994). The suggests natural division among humankind set norms specific distinct group (Hofstede, 1991). In addition, Geletkanycz contends most influential embedded (1997).Hofstede's individualism collectivism masculinity femininity relate Members society contribute formulation values. contrast, strong individual promote achievement personal interests above those group. …