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Conclusions, Implications and Research Suggestions

  • Christine Falkenreck
Chapter
Part of the Contributions to Management Science book series (MANAGEMENT SC.)

This empirical study is motivated by the research question of whether and how national culture influences the way organizational buyers of different countries perceive a company’s reputation and whether the impact factors on CR and reputation transfer are identical to all stakeholders and countries.

The relevance of the findings of this study is both theoretical and practical:
  • Theoretically, this study increases our understanding of distinctions in impact factors on CR and reputation transfer among stakeholders of different countries in the B-to-B context.

  • It also provides further empirical support to the idea that different cultures base their evaluations on different subsets of dimensions of a company’s reputation or, in other words, on different subsets of perceived corporate actions and features.

  • In practical terms, the findings of this study provide communication managers and marketing managers with general indications about the drivers of CR, and information on the use of direct...

Keywords

Impact Factor Relationship Quality Stakeholder Group Uncertainty Avoidance Direct Marketing 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

  1. 1.Head of International Marketing ResearchUniversity of KasselKasselGermany

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