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Cross cultural differentiation is found to be an important variable in improving the effectiveness of the promotion function of sales in industrial Marketing. Four cultures (EU, US, Japan, and Latin America-LA) are compared in terms of Hofstedeșs (1984) cultural differentiation parameters. Substantial differentiation in line with Hofstede’s parameters is required across cultures in the industrial sales function to generate effective Marketing results. Rules and independence typifies German buyers, while flexibility and team consensus typifies US and Japanese buyers.
Lackman et al. (Wed,) studied this question.
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