Explorations of National Culture and Word-of Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan
Abstract
In this study, the authors examine how national culture affects referral behavior for industrial services such as advertising, banking, and accounting. The authors collected data using interviews with managers of small- and medium sized companies in the United States and Japan. The results show that national culture has a strong effect on the number of referral sources consulted and that Japanese companies use more than comparable American companies do. Don't laugh, but all the really important (business) ser- vices I have, I found in the Yellow Pages (American man- ager of a small manufacturing company in the United States). When starting a new business, your bank means every- thing. Just about all my service vendors came from talking with my bank (Japanese owner of a cosmetics manufacturer in Tokyo).
Original Publication Citation
Money, R. Bruce, Mary C. Gilly, and John L. Graham (1998), “Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the U.S. and Japan,” Journal of Marketing, 62 (October), 76-87.
BYU ScholarsArchive Citation
Money, Bruce; Gilly, Mary; and Graham, John L., "Explorations of National Culture and Word-of Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan" (1998). Faculty Publications. 8630.
https://scholarsarchive.byu.edu/facpub/8630
Document Type
Peer-Reviewed Article
Publication Date
1998
Publisher
Journal of Marketing
Language
English
College
Marriott School of Business
Department
Marketing
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