Managerial metric use in marketing decisions across 16 countries: A cultural perspective

Abstract

Research on metrics is consistently designated a priority by academics and practitioners. However, less is known about how culture and cross-national differences can potentially impact metric use, which is theoretically and managerially limiting. This work develops a model that examines national and organizational cultural antecedents while controlling for the decision setting. Testing the model on data collected from 4384 managerial decisions from 1637 firms in 16 countries reveals that both levels of culture are associated with metric use but each has varying effects. Our results enable multinational executives to better understand and increase managerial metric use across different cultures and settings.

Résumé

La recherche sur les paramètres de mesure est constamment présentée comme une priorité par les chercheurs et les praticiens. Cependant, on en sait moins sur la façon don't la culture et les différences transnationales peuvent avoir un impact potentiel sur l’utilisation des mesures, ce qui présente des limites sur le plan théorique et managérial. Ce travail développe un modèle qui examine les antécédents culturels nationaux et organisationnels tout en contrôlant la prise de décision. En testant le modèle sur des données recueillies sur 4 384 décisions managériales auprès de 1 637 firmes dans 16 pays, on constate que les deux niveaux de culture sont associés à l’utilisation des mesures, mais que chacun a des effets différents. Nos résultats permettent aux dirigeants de multinationales de mieux comprendre et d’accroître l’utilisation des paramètres managériaux de mesure dans différents cultures et contextes.

Resumen

La investigación sobre métricas es constantemente señalada como una prioridad por académicos y profesionales. Sin embargo, menos es conocido sobre cómo la cultura y las diferencias entre países puede impactar potencialmente el uso de métricas, lo cual puede ser teoréticamente y gerencialmente limitante. Este trabajo desarrolla un modelo que examina los antecedentes culturales nacionales y organizacionales mientras controla el establecimiento de decisiones. Probando el modelo en los datos recolectados de 4.384 decisiones gerenciales de 1.637 empresas en 16 países se revela que ambos niveles de cultura están asociados con el uso de la métrica, pero cada uno tiene efectos variados. Nuestros resultados permiten a los ejecutivos multinacionales entender mejor y aumentar el uso gerencial de la métrica entre diferentes culturas y entornos.

Resumo

Pesquisas sobre métricas são consistentemente designadas como prioritárias por acadêmicos e profissionais. No entanto, sabe-se menos sobre como a cultura e diferenças entre países podem potencialmente afetar o uso de métricas, o que é teoricamente e gerencialmente limitante. Este trabalho desenvolve um modelo que examina os antecedentes culturais nacionais e organizacionais enquanto controla o ambiente de decisão. Testes do modelo em dados coletados de 4.384 decisões gerenciais de 1.637 empresas em 16 países revela que ambos os níveis de cultura estão associados ao uso da métrica, mas cada um tem efeitos variados. Nossos resultados permitem que os executivos multinacionais melhor compreendam e aumentem o uso gerencial de métricas em diferentes culturas e ambientes.

摘要

对学者和从业者来说, 对度量指标的研究始终是一个优先。然而, 人们对文化和跨国差异如何能潜在影响度量指标的使用知之甚少, 这在理论上和管理上都有限。这项工作开发了一个模型, 在控制决策环境的同时查验国家和组织文化的前因。用从16个国家的1,637家公司的4,384项管理决策中收集的数据来测试模型, 揭示了两种文化水平与度量指标的使用相关, 但每种都有不同的影响。我们的研究结果使跨国公司高管能更好地了解和增加跨越不同文化和环境的管理指标的使用。

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Acknowledgements

This research was supported by grants from the Marketing Science Institute (MSI), UNC Kenan-Flagler Business School, and the Beall Center for Innovation and Entrepreneurship at the UCI Paul Merage School of Business.

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Mintz, O., Currim, I.S., Steenkamp, JB.E.M. et al. Managerial metric use in marketing decisions across 16 countries: A cultural perspective. J Int Bus Stud (2019). https://doi.org/10.1057/s41267-019-00259-z

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Keywords

  • metrics
  • international marketing
  • GLOBE cultural variables
  • organizational culture
  • managerial decision-making