Modeling the Role of Power Distance and Social Formality in Business-to-Business Relationships in India
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- Cortes A.C., Chapa S., Dania A. (2015) Modeling the Role of Power Distance and Social Formality in Business-to-Business Relationships in India. In: Spotts H. (eds) Revolution in Marketing: Market Driving Changes. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham
This study explores the effect of power distance and social formality in the manager's perception toward a business-to-business relationship. First, power distance, as cultural factor has been related to the way individual perform business, and develop business relations (Hofstede, 1980). Second, social formality, also known as social etiquette or social grace, refers to the way individuals conduct themselves in social groups; such as dress code, table manners, and greetings (Burgoon et al., 1996). Finally, business-to-business relationship refers to all activities directed toward establishing, developing and maintaining successful relational exchanges (Hunt and Morgan, 1994), committed to engage in an ongoing relationship with other business (Sheth and Parvatiyar 1995).