hig.sePublications
Change search
ReferencesLink to record
Permanent link

Direct link
Impact of culture on marketing of health services: Elekta in Brazil
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies. (International Culture Management)ORCID iD: 0000-0001-9080-2629
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies. (International Culture Management)
2015 (English)In: International Business Review, ISSN 0969-5931, E-ISSN 1873-6149, Vol. 24, no 3, 530-540 p.Article in journal (Refereed) Published
Abstract [en]

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. 

Place, publisher, year, edition, pages
2015. Vol. 24, no 3, 530-540 p.
Keyword [en]
Adaptation, Cultural dimensions, Network, Standardization, Trust
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-19286DOI: 10.1016/j.ibusrev.2014.10.010ISI: 000353605100015ScopusID: 2-s2.0-84926361818OAI: oai:DiVA.org:hig-19286DiVA: diva2:809632
Projects
Health Services
Available from: 2015-05-04 Created: 2015-05-04 Last updated: 2015-05-29Bibliographically approved

Open Access in DiVA

No full text

Other links

Publisher's full textScopus

Search in DiVA

By author/editor
Fregidou-Malama, MariaHyder, Akmal S.
By organisation
Department of Business and Economic Studies
In the same journal
International Business Review
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

Altmetric score

Total: 435 hits
ReferencesLink to record
Permanent link

Direct link