Satisfaction with Channel Communication Strategies in High vs. Low Context Cultures

Today's vertically linked international marketing channel networks require effective cross-cultural communications processes. If the channel partners are to cooperate successfully they need to understand each other in spite of the potential noise that may occur in the channel across cultures. This study examines channel communications between U.S. exporters and their channel partners from countries in high and low context cultures. It was found that culture is related to certain dimensions of channel communication, while for others no relationship was found.