earticle

영어

The purpose of this study is to survey and analyze the influence of collectivism upon influence strategies and long-term orientation. The effect on the influence strategies and the long-term orientation will be varied depending on cultural environment in each country to which manufacturing firms and distributors belong. That is because a marketing channel in a country is changed according to historical, social and cultural environments of the country, resulting in being able to be mentioned to have a unique characteristic of each country. Unusual background and situation in a marketing channel system have an important influence upon the relationship between manufacturing firms and distributors that are channel members. Thus, there is a need to consider cultural environment even in the impact of the influence strategies. Collectivism and individualism correspond to the dimension that has been noted steadily in many researches. Hence, the analysis on which influence the collectivism in manufacturing firms and distributors corresponding to the members of marketing channel has upon the influence strategies and the long-term orientation will become a very crucial research. With regard to this, this study is comparatively analyzing the relationship among marketing channel members depending on collectivism as for manufacturing f irms a nd d istrib utors in 3 countries o f South Korea, America a nd Japan. This study is consistent even with the recent tendency of academic survey on cultural environment, and has a practical implication from the perspective of affecting the influence strategies and long-term orientation.