Understanding cross-cultural sales manager–salesperson relationships in the Asia-Pacific Rim region: a grounded theory approach

Abstract

As more organizations implement multinational strategies, sales managers leading sales forces encounter complex cultural challenges that affect relationships, processes, and outcomes. We undertake a qualitative study with the objective of understanding the sales manager–salesperson relationship when the sales manager is leading sales representatives located in other cultures. Because of the significant size and growth of Asian countries, we focus our study on the Asia-Pacific Rim region. In-depth interviews conducted with 21 sales managers working for a large multinational technology firm in our focal region provide the data for our analysis. Using a grounded theory approach, we identify five key themes: building and sustaining cross-cultural relationships, cross-cultural communication effectiveness, acquisition and maintenance of trust across cultures, language, and decision-making. From our findings, research propositions are offered and implications for researchers and practitioners are discussed.     

Within compound Associations Mediate the Retrospective Revaluation of Causality Judgements

The role of within-compound associations in the retrospective revaluation of causality judgements was investigated in a two-stage procedure in which the subjects were asked to learn whether or not different food stimuli caused an allergic reaction in hypothetical patients. In the compound-cue stage a number of compound cues, each consisting of a competing stimulus and a target stimulus, were associated with the reaction across a series of trials, whereas in the single-cue stage the subjects had the opportunity to learn which of the competing cues, when presented alone, caused the reaction. Each target stimulus was presented with the same competing cue across all compound trials in the consistent condition, but with a different competing cue on each trial in the varied condition. In a forward procedure, in which the single-cue stage preceded compound cue training, judgements of the causal effectiveness of the target stimuli were reduced or blocked by training them in compound with a competing cue that had been previously paired with the reaction. Moreover, the magnitude of this reduction was comparable in the consistent and varied conditions. This was not true, however, when the single- and compound-cue stages were reversed in the backward procedure. Judgements for target cues compounded with competing cues that were subsequently paired with the reaction were reduced only in the consistent condition. If it is assumed that stronger associations were formed between the competing and target stimuli during the compound-cue stage in the consistent condition than in the varied condition, this pattern suggests that the retrospective revaluation of causality judgements can be mediated by the formation of within-compound associations.