Investigating the implications of business and culture on the behaviour of customers of international firms.
Gupta, Suraksha and Navare, Jyoti and Melewar, T. C. (2011) Investigating the implications of business and culture on the behaviour of customers of international firms. Industrial Marketing Management, 40 (1). pp. 65-77. ISSN 0019-8501
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Official URL: http://dx.doi.org/10.1016/j.indmarman.2010.09.011
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For many years international firms have been leveraging from the consistent growth rate of the Indian economy and, considering forecasts, will continue to do so in the future. This study identifies factors that influence the behaviour of business customers of international firms in emerging markets such as India. Based on the extant literature and in-depth personal interviews with practitioners, combined with a field survey, the authors have tried to understand the impact these factors have on the behaviour of business customers of international firms. The data were useful for testing the model developed using regression analysis and were found to be significant. The model demonstrates that the behaviour of local firms as customers of international firms in emerging markets is governed by factors such as business risk and a propensity to business sustainability. The model will be useful for international firms who wish to operate in emerging markets through local business firms that seek to associate with international firms.
|Research Areas:||A. Middlesex University Schools and Centres > Business School > Economics|
A. Middlesex University Schools and Centres > Business School > Marketing, Branding and Tourism
A. Middlesex University Schools and Centres > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
|Citations on ISI Web of Science:||0|
|Deposited On:||29 Apr 2010 09:03|
|Last Modified:||17 Feb 2015 15:22|
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