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This paper examines the impact of culture on inter‐firm network development in international marketing. Three research questions about the influence of culture on network development were developed from the literature to focus case data collection and analysis. The data were collected from in‐depth interviews with network managers/owners of firms networking with other overseas firms entering into Australian and Asian markets. Differences and similarities between how overseas Chinese and Australian cultures impact on network development and strategies for developing and maintaining quality and long‐term relationship in cross‐cultural networks were identified. Implications for practice emphasise the importance of cultural adaptation.
Batonda et al. (Wed,) studied this question.