Analysis on Cultural Environment on Distributors Influence Strategies and Long-Term Orientation
Jong‐Young Kim, Sang-Gu Kim, Chunsu Lee · 관세학회지 · 2014
Long-term cooperative relationship between manufacturer and distributor is a source of competitiveness for firms striving to sustain corporate activities in an uncertain corporate environment and is of essential concept in distribution strategy. Since influence strategy is a core concept in study on coordination scheme in distribution channel, in-depth study on influence strategy is important not only for academic purposes but also for practical purposes. The purposes of this research are as follows. First, find out what influence strategy is used as level of uncertainty avoidance tendency gets higher. Second, what influence does higher level of uncertainty avoidance exert on long-term orientation. Third, what effect influence has on long-term orientation. Fourth, whether there are differences among Korea, U.S. and Japan in terms of uncertainty avoidance, influence strategy and long-term orientation. The study results propose following implications. Distributor’s non-coercive influence strategy had positive effect on long-term orientation in all three countries. In terms of channel relationship between manufacturer and distributor in Korea, higher the uncertainty avoidance tendency, distributor solved problems more promptly for the manufacturer. Korea’s distributors should be subject to non-coercive influence strategy of strategy suggestion, information service, discussions and others that will lead to long-term orientation.