Interfirm Relationship Quality vs. Perceived Cultural Differences

Abstract

The objective of this exploratory study is to determine whether and (if so) how perceived cultural differences influence the relationship quality.

This study analyzed the cooperation of 278 Polish exporters and importers with their German and Chinese partners. Indicators of perceived cultural differences by cooperating companies were created and then linear regression models were derived showing the dependence of the relationship quality dimensions on the perceived cultural differences. The findings confirmed the impact of the cultural differences perceived by Polish partners on all the dimensions of inter-firm relationship quality. However, not all the perceived differences influenced the relationships. The perception of the differences did not depend strongly on the partner’s country of origin.

This study identified new antecedents of the relationship quality, which not only contributes to the international business theory, but also suggests practical managerial implications. On the whole, managers can improve relationship quality if they behave similarly to their partners.

Keywords: cross-cultural management, relationship marketing, cultural differences, international cooperation, relationship quality

JEL Classification: F23, L14