Boryana V. Dimitrova, Brent Smith, Saejoon Kim
DOES HOST COUNTRY CULTURE AFFECT FOREIGN RETAILER PERFORMANCE?
Abstract:
Using Hofsede’s framework of national cultural orientation, we examine whether cultural values can explain foreign retailer performance. Our results show that host country individualism and uncertainty avoidance are negatively related while host country indulgence is positively related to foreign retailer performance. We also point to theoretical and practical implications of our research.
