Impact of culture on marketing of health services: Elekta in Brazil

Impact of culture on marketing of health services : Elekta in Brazil

Fregidou-Malama, Maria, 1944- (author): Högskolan i Gävle,Företagsekonomi,International Culture Management

Hyder, Akmal S., 1952- (author): Högskolan i Gävle,Företagsekonomi,International Culture Management

(creator_code:org_t)

Elsevier BV, 2015
2015
English.
In: International Business Review. - : Elsevier BV. - 0969-5931 .- 1873-6149. ; 24:3, s. 530-540

Related links:: https://doi.org/10.1...; show more...; https://doi.org/10.1...; https://urn.kb.se/re...; https://doi.org/10.1...; show less...

Abstract Subject headings

We examine how culture influences the international marketing of health services. This is done by analyzing how culture affects trust, networks and standardization/adaptation and how trust develops and operates in relation to culture, networks and standardization and adaptation. Using qualitative data gathered through semi-structured interviews and researcher observations, we find that the cultural dimensions of power distance, individualism/collectivism and uncertainty avoidance have an impact on trust, network development and standardization/adaptation. This finding helps in deciding what parts of the service to standardize and what to adapt for successful services marketing. We conceptualize three interrelated levels of trust comprising country-, company- and individual trust. This multilevel trust offers an important understanding of how to manage cultural complexity in the international marketing of services. The theoretical model developed based on cultural dimensions can be useful when marketing services in other countries.

About the subject

SOCIAL SCIENCES: SOCIAL SCIENCES; and Economics and Bu ...; and Business Adminis ...

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