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Article - Essay Example

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The article seeks to clarify the significance of cultural diversity by conducting a comprehensive analysis of a large number of relationships in various continents. The…
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Download file to see previous pages... For this matter, the article has also cited various countries where the business performance has increased as result of established relationship between culture and relationship marketing. These countries include Brazil, India, Russia, and China.
This article is important especially with the dawn to globalization. The aspect of culture cannot be overlooked as it exhibits both threat and opportunity dimensions. This article is instrumental in disregarding the threat dimension and taking advantage of the opportunities.
This research has been conducted to specifically evaluate the role played by various cultural aspects that determine the effectiveness of relationship marketing. Mainly, the report has described each aspect as dimensions and analyzed each of them through experiments and extensive research.
In this article, Stephen, Samaha, Joshua Beck, and Robert (2014) assert that accounting for culture is essential for effective international relationship marketing. According to the results they obtain from various researches, they have provided a theoretical insight into how and when culture dimension regulates specific joints in the relationship marketing framework. Accordingly, individualism (states isolating themselves from the rest of the world in a globalized concept) is significant as it suppresses many relationship building strategies.
The article has also considered the Uncertainty avoidance concept. Accordingly, this is the extent to which a certain culture feels vulnerable to unknown situations. This dimension presents itself as a barrier as it prevents acceptance of new risks and flexibility. As such, it will prevent effectiveness of integrating a particular culture in the relationship marketing. On the other hand, Masculinity to femininity was found to be independent variable as far as RM is concerned. Similarly, the model used in the article predicts ...Download file to see next pagesRead More
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