ENDÜSTRİYEL PAZARLARDA BİLGİ KAYNAKLARINA VERİLEN ÖNEMİN KÜLTÜREL FARKLILIKLAR AÇISINDAN KAVRAMSAL OLARAK İNCELENMESİ

Öz

 

Bu çalışmada, endüstriyel satın alma sürecinin örgütsel ve kişisel bazı mikro düzeydeki faktörlerin yanısıra, kültür gibi makro düzeydeki faktörlerden de etkilendiği fikrinden yola çıkılarak, endüstriyel bilgi kaynaklarının da kültürel farklılıklara göre değişiklik gösterip göstermeyeceğinin teorik olarak incelenmesi amaçlanmaktadır. Moriarty ve Spekman’ın (1984) endüstriyel bilgi kaynakları sınıflandırması (kişisel/ticari, kişisel/ticari olmayan, kişisel olmayan/ticari, kişisel olmayan/ticari olmayan) ile Hofstede’in (1991) kültürel farklılık boyutları ve Boisot’un (1986) bilginin kodlanması ve yayılmasına ilişkin kültürel farklılık tipolojisi temel alınarak yapılan kavramsal inceleme sonucunda beş önerme geliştirilmiştir. Son kısımda, Türkiye’nin kültürel özellikleri ve kullanılabilecek olası bilgi kaynakları tartışılmakta, pazarlama yöneticileri ve gelecek çalışmalar için önerilerde bulunulmaktadır.

 

 

Anahtar Kelimeler

• Endüstriyel pazarlama,endüstriyel bilgi kaynakları,kültürel farklılıklar

A Conceptual Investıgation on the Importance of Information Sources in Industrial Markets with Respect to Cultural Differences

Öz

 

This study aims to investigate theoretically if cultural differences affect the information sources used by industrial buyers, from the point of view that industrial buying process is influenced by not only micro level factors like organizational or individual characteristics, but also some macro level factors like culture. Five prepositions are developed by using industrial information source taxonomy of Moriarty and Spekman (1984) (commercial/personal, commercial/ impersonal, noncommercial/personal, noncommercial/impersonal), Hofstede’s (1991) cultural difference dimensions and Boisot’s (1986) “Transactional choice in the cultural scope” classification. Possible information sources used in Turkey based on its cultural characteristics are discussed. Some suggestion for marketing managers and future researches are made in the last part of the study.

 

Anahtar Kelimeler

• Industrial marketing,industrial information sources,cultural differences

Kaynakça

1. Anderson, P.F. and T.M. Chambers (1985) “A Reward/Measurement Model of Organizational Buying Behavior”, Journal of Marketing, 49, 7-23.
2. Bodur, M. and S.T. Çavusgil (1985) “Export Market Research Orientations of Turkish Firms”, European Journal of Marketing, 19, 2, 5-16.
3. Boisot, M.H. (1986) “Markets and Hierarchies in a Cultural Perspective”, Organization Studies, 7(2), 135-158.
4. Bolton, R.N. and M.B. Myers (2003) “Price-Based Global Market Segmentation for Services”, Journal of Marketing, 67, July, 108-28.
5. Brılley, D.A. and J.L. Aaker (2006) “When Does Culture Matter? Effects of Personal Knowledge on the Correction of Culture-Based Judgements”, Journal of Marketing Research, XLIII, August, 395-408.
6. Brossard, H.L. (1998) “Information Sources Used by an Organization During a Complex Decision Process”, Industrial Marketing Management, 21, 41-50.
7. Chang, K. and C.G. Ding (1995) “The Influence of Culture on Industrial Buying Selection Criteria in Taiwan and Mainland China”, Industrial Marketing Management, 24, 277-284.
8. Clark, T. (1990) “International Marketing and National Character: A Review and Proposal for an Integrative Theory”, Journal of Marketing, October, 54, 66-79.

9. Choffray, J.M. and G.L. Lilien (1978) “Assesing Response to Industrial Marketing Strategy”, Journal of Marketing, 42, 2, April, 20-31.
10. Çavusgil, S. T. (1984) "Organizational characteristics associated with export activity" Journal of Management Studies, 21(1), 3-22.
11. Dempsey, W. (1978) “Vendor Selection and the Buying Process” Industrial Marketing Management, 7, 257-267.
12. Fam, K.S. and B. Merrilees (1998) “Cultural Values and Personal Selling, A Comparasion of Australian and Hong Kong Retailers’ Promotion Preferences”, International Marketing Review, 15(4), 246-256.
13. Garrett, T.C., D.H. Buisson and C. M. Yap (2006) “National Culture and R&D and Marketing Integration Mechanisms in New Product Development: A Cross-Cultural Study Between Singapore and New Zealand”, Industrial Marketing Management, 35, 293-307.
14. Gibson, C.B. (1995) “An Investigation of Gender Differences in Leadership Across Four Countries”, Journal of International Business Studies, 26.
15. Grıffıth, D.A., M.Y Hu. and J.K. Jr Ryans, (2000) “Process Standardization Across Intra- and Inter-Cultural Relationships”, Journal of International Business Studies, 31(2), 303.
16. Hall, E.T. (1976) Beyond Culture, Garden City, NY: Anchor.
17. Hegarty, W.H. and R.C. Hoffmann (1990) “Product/Market Innovations: A Study of Top Management Involvement Among Four Cultures”, Journal of Product Innovation Management, 7(3), 186-199.
18. Hofstede, G.H. (1991) Cultures and Organizations: Software of the Mind, McGraw-Hill International (UK) Limited, London.
19. Hofstede, G. H. (2001) Culture’s Consequences, 2nd Ed., Sage Publications, 79-340.
20. Jackson, D.F., J.E. Keith and R.K. Burdick (1987) “The Relative Importance of Verious Promotional Elements in Different Industrial Purchase Situations”. Journal of Advertising, 16(4), 25-33.
21. Kavak, B. (2000) “Endüstriyel Mal Satın Alma Kararını Etkileyen Dışsal ve İçsel Faktörlerin Küçük Ölçekli İşletmeleri İçin Ampirik Olarak İncelenmesi”, H.Ü. İ.İ.B.F. Dergisi, 18(1), 143-162.
22. Kohli, A. (1989) “Determinants of Influence in Organizational Buying: A Contingency Approach” , Journal of Marketing, 53, 50-65.
23. Laroche, M., M. Kalamas, and M. Cleveland (2005) “I” versus “we” How Individualists and Collectivists use Information Sources to Formulate Their Service Expectations”, International Marketing Review, 22(3), 279-308.
24. Leonidou, L.C. and C.S. Katsikeas (1997) “Export Information Sources: The Role of Organizational and Internationalization Influences”, Journal of Strategic Marketing, 5, 65-87.
25. Money, R.B., M.C. Gilly and J.L. Graham (1998) “Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan”, Journal of Marketing, 62, October, 76-87.
26. Moriarty, R.T. and R.E. Spekman (1984) “An Empirical Investigation of the Information Sources Used During the Industrial Buying Process”, Journal of Marketing Research, 21, Mayıs, 137-147.
27. Mottazi, C. (1986) “Gender Differences in Work Satisfaction, Work-Related Rewards and Values, and the Determinants of Work Satisfaction”, Human Relations, 39, 4, 359-377.
28. Nakata, C. and K. Sivakumar (1996) “National Culture and New Product Development: An Integrative Review”,. Journal of Marketing, 60(1), 61-72.
29. Rosenbloom, B. and T. Larsen (2003) “Communication in International Business to Business Marketing Channels, Does Culture Matter?”, Industrial Marketing Management, 32, 309-315.
30. Sargut S.A. (2001) Kültürler Arası Farklılaşma ve Yönetim, İmge Kitabevi, 2. Baskı, sf:150-180.
31. Sheth, J. (1973) “A Model of Industrial Buyer Behavior”, Journal of Marketing, 37, October, 50-56.
32. Steyn G. M. (2003) “Creating Knowledge Through Management Education: A Case Study Of Human Resource Management”, Education, Spring, 123(3).
33. Tunçalp, S. (1999) “Evaluation of Information Sources in Industrial Marketing: Implications for Media Planning in the Arabian Gulf” Journal of Business and Industrial Marketing 14(1).
34. Ueltschy, L.C. and J.K. Jr Ryans (1997) “Advertising Strategies to Capitalize on Spain’s Second Golden Age”, International Journal of Management, 14(3), 456-67.
35. Webster, F.E. and Y. Wind (1972) “A General Model for Understanding Organizational Buying Behavior”, Journal of Marketing, 36, 12-19.