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Personal selling management in Hungary, Portugal, and New Zealand: Is there a link between personal selling and collectivism

Citation

Yang, L and Jozsa, L and Chung, K-C and Dai, X and Fam, K-S, Personal selling management in Hungary, Portugal, and New Zealand: Is there a link between personal selling and collectivism, International Journal of Business and Society, 9, (2) pp. 65-74. ISSN 1511-6670 (2008) [Refereed Article]


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Abstract

This study examines the link between personal selling and collectivism found in small clothing and shoe retailers in New Zealand, Portugal and Hungary. These three culturally similar and predominately Anglophone countries are selected for this research as most of the prior researches with a cultural factor are conducted in culturally dissimilar nations, hence the results can hardly be generalised across the countries with similar culture. This research reveals that there is a sufficient link between choice of personal selling as a promotional tool and the collectivist orientation on the part of the retailers. The results shows that the retailers who orientate towards collectivism in their cultural value structure will perceive personal selling as an important promotional tool and therefore, spend more of their promotion budget on personal communication tools such as personal selling and will continue to do so. It is concluded in this paper that there is a definitive link between personal selling and collectivism in small clothing and shoe retailers. The results showed in this research allow the retailers to have a better understanding of how personal selling can be used effectively in their promotion plans.

Item Details

Item Type:Refereed Article
Keywords:collectivism, cross-culture, personal selling, retailing
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing not elsewhere classified
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:Yang, L (Dr Lin Yang)
ID Code:124117
Year Published:2008
Deposited By:Tasmanian School of Business and Economics
Deposited On:2018-02-08
Last Modified:2018-05-10
Downloads:0

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