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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, Business administration. (International Culture Management)ORCID iD: 0000-0001-9080-2629
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration. (International Culture Management)
2015 (English)In: International Business Review, ISSN 0969-5931, E-ISSN 1873-6149, Vol. 24, no 3, p. 530-540Article 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, p. 530-540
Keywords [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: 000353605100015Scopus ID: 2-s2.0-84926361818OAI: oai:DiVA.org:hig-19286DiVA, id: diva2:809632
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Health ServicesAvailable from: 2015-05-04 Created: 2015-05-04 Last updated: 2018-03-13Bibliographically approved

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Fregidou-Malama, MariaHyder, Akmal S.

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CiteExportLink to record
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Citation style
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