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Critical review - Article Example

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The article analyses the role of culture in international marketing where it uses a research method of study using countries across the continent to analyze the dimension. It also gives conclusion after critically analyzing the results from the study used where it looks at how…
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Critical review
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Relationship Marketing affiliation Introduction The article analyses the role of culture in international marketing where it uses a research method of study using countries across the continent to analyze the dimension. It also gives conclusion after critically analyzing the results from the study used where it looks at how culture affects relationship marketing differently in different regions and countries.
Summary
Trade across the world is growing at a faster rate, and these promote expansion in international relationships that are critical to performance in the business sector. Due to recent international research on the issue of relationship marketing, it establishes how it is unclear in adopting RM in different cultures (Schumann, 2009, pg, 6). The Hofstadter dimensions of culture can be used to analyses relationships across various studies, countries, and different continents (Samaha, 2014, pg, 83). For purposes of future theory, there is a need for four tenets that analyze the essence of culture impact on relationship marketing.42, 378 relationships were used in 144 studies where the continents were six across 29 countries.
With the research, the method used in the first study the evidence showed that in support of the tenets that there is the importance of a variety of different cultures were it always varies. This can be explained where individualism and collectivism had effects in 114%- 169% that had an impact that was greater in RM than other cultural situations (Theodosiou,2013, pg 73). Masculinity to femininity had no effect on RM.The second research method of analysis uses the country and regional level approach to establish RM effects when it comes to performance especially out of United States.17%,15%,38% and 55% the RM was seen to be more effective in Brazil, Russia, India and China. This indicates that RM plays a primary role in mist developing countries of BRIC (Sium, 2013, pg 524).
Cultural customization is required to establish and build customer relationships that are considered as effective strategies. The model used predicts there is a 150% dependency that builds strong relationships especially in Russia than other countries like United States. Relationship investments were 58% less in Russia was less effective than in USA. The second research method of country to regional approach established that culture influences greatly relationship construction rather than relationship outcomes. In business, a manager may analyze the efficiency of relationship marketing from objective performance outcomes in the countries or regions and may place more focus on strategies of relationship building (Griffith, 2013, pg, 26).
There are country specific estimates that can be used to deal guide country specific strategy for RM with looking at the effectiveness of a variety of strategies for relationship building and dealing with customer relationships and its effectiveness when it comes to performance of the seller (Aiello, 2014, pg 11). Managers can use such measures and estimates to know where to allocate resources that would aid in building profitable customer relationships.
Critique
The study outlines that masculinity and femininity do not affect relationship marketing but fails to outline why it does not affect this especially when it comes to customer relationship building. The study also outlines that the country-based approach deals with relationship construction rather than its outcomes. Some countries and regions focus more on outcomes when it comes to relationship marketing so that they can apply them in business especially by managers.
Conclusion
Relationship marketing can apply in different countries and regions the culture is different where individualism and collectivism affect the RM differently. The study also established that masculinity and femininity do not affect RM in culture.
References
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AIELLO, L. (2014). Handbook of research on management of cultural products e- relationship marketing and accessibility perspectives. Hershey, PA, Business Science Reference. http://proquest.safaribooksonline.com/?fpi=9781466650077.
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Griffith, D. A., & Hoppner, J. J. (2013). Global marketing managers: Improving global marketing strategy for soft skill development. International Marketing Review, 30(1), 21-41.
Theodosiou, M., & Katsikea, E. (2013). The Export Information System: An Empirical Investigation of Its Antecedents and Performance Outcomes. Journal of International Marketing, 21(3), 72-94.
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SCHUMANN, J. H. (2009). The impact of culture on relationship marketing in international services a target group-specific analysis in the context of banking services. Wiesbaden, Gabler. http://site.ebrary.com/id/10351427.
Samaha, S. A., Beck, J. T., & Palmatier, R. W. (2014). The Role of Culture in International Relationship Marketing. Journal of Marketing, 78(5), 78-98.
Siu, O. L., Lu, C. Q., & Spector, P. E. (2013). Direct and indirect relationship between social stressors and job performance in Greater China: The role of strain and social support. European Journal of Work and Organizational Psychology, 22(5), 520-531.
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