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Perzipierte Marktkonventionen — Ein Beitrag zur Vermeidung der Überstrapazierung von Kulturkonzepten in der internationalen Forschung

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Lange Zeit war die internationale Managementforschung davon geprägt, dass die Auswahl untersuchter Staaten ohne konzeptionelle Basis erfolgte und empirisch identifizierte Unterschiede oder Gemeinsamkeiten zwischen Staaten (z. B. im Führungsverhalten, bezüglich der Arbeitmotivation oder von Determinanten des Kaufverhaltens) a-posteriori erklärt wurden (Peng/Peterson/Shyi 1991; Aulakh/Kotabe 1993). Erst Schritt für Schritt hat sich in der Disziplin ein Umdenkprozess durchgesetzt, welcher darauf abzielt, die Auswahl von Ländern in Forschungsvorhaben theoretisch-konzeptionell zu begründen bzw. vorzunehmen. Damit soll vermieden werden, dass eine wichtige Komponente von internationalen Forschungsdesigns - die Auswahl der Länder in denen die Datensammlung erfolgt - nicht völlig dem Zufall oder sich ergebenden Möglichkeiten überlassen wird. Stattdessen soll eine inhaltliche und stärker systematische Auseinandersetzung mit den zentralen Rahmenbedingungen, die Forschungsergebnisse prägen, erfolgen (Holzmüller/Stöllnberger 1994). Die Identifikation und Nutzung entsprechender Theorien oder konzeptioneller Raster ermöglicht, dass nicht nur eine theoretische Fundierung und gezielte Operationalisierung auf der Substanzebene, also beispielsweise Determinanten des Führungsverhaltens, vorgenommen wird, sondern dass eben auch auf der internationalen Ebene entsprechende Hypothesen entwickelt und über eindeutige Operationalisierung an Hand empirischer Daten überprüft werden (Duale Modellierung auf der Substanz- und Länderebene, Holzmüller 1995).

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Authors and Affiliations

  1. Universität Dortmund, Deustchland

    Dipl.-Stat. Patrick Lentz & Univ.-Porf., Dr. rer. soc. oec. Hartmut H. Holzmüller (Inhaber des Lehrstuhls für Marketing, Mag. rer. soc. oec., Promotion, Habilitation)

  2. Wirtschaftsuniversität Wien, österreich

    Univ.-Porf., Dr. rer. soc. oec. Hartmut H. Holzmüller (Inhaber des Lehrstuhls für Marketing, Mag. rer. soc. oec., Promotion, Habilitation)

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  1. Dipl.-Stat. Patrick Lentz
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  2. Univ.-Porf., Dr. rer. soc. oec. Hartmut H. Holzmüller
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Michael-Jörg Oesterle

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Lentz, P., Holzmüller, H.H. (2007). Perzipierte Marktkonventionen — Ein Beitrag zur Vermeidung der Überstrapazierung von Kulturkonzepten in der internationalen Forschung. In: Oesterle, MJ. (eds) Internationales Management im Umbruch. Deutscher Universitätsverlag. https://doi.org/10.1007/978-3-8350-9378-2_9

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  • DOI: https://doi.org/10.1007/978-3-8350-9378-2_9

  • Publisher Name: Deutscher Universitätsverlag

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