TITLE

Sales Management: Some Cross-Cultural Aspects

AUTHOR(S)
Still, Richard Ralph
PUB. DATE
March 1981
SOURCE
Journal of Personal Selling & Sales Management;Spring/Summer81, Vol. 1 Issue 2, p6
SOURCE TYPE
Academic Journal
DOC. TYPE
Essay
ABSTRACT
The article examines certain aspects of sales management from the standpoint of their significance in a cross-cultural framework. Sales executives assume, too, almost instinctively, that what has worked in the home market will work elsewhere around the globe. This ethnocentric bias and neglect of relevant cross-cultural considerations often leads to ineffective sales management both at home and abroad and consequent disappointing sales and profit performances. Some sales executives, bending over backwards so as to avoid ethnocentric bias, adopt a polycentric stance, that is, adopt a total "host-country" orientation in each country. The polycentric orientation if carried to extremes can cause the company to miss opportunities for capitalizing on economies of scale and those that can come from some degree of worldwide standardization of policies, practices, and procedures. Tailoring sales management too closely to fit unique conditions in each market, in other words, can lead to unnecessarily high costs and disappointing profit performances. To visualize some of the complications that can arise, the experiences of a large U.S.-based manufacturer of household appliances are considered.
ACCESSION #
6349769

 

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