Exploring cross-national differences in organizational buyers' normative expectations of supplier performance

Michelle D. Steward, Felicia N. Morgan, Lawrence A. Crosby, Ajith Kumar

Research output: Contribution to journalArticle

13 Citations (Scopus)

Abstract

The authors analyze data from two cross-national studies to explore differences in organizational buyers' normative expectations of supplier performance. These normative expectations encompass what buyers perceive as business standards or norms, regardless of product/service, supplier, or industry. The first study (four countries) pinpoints the normative expectations that help explain why managers across countries may evaluate the same supplier performance differently. The second study provides an illustrative example of these differences in a separate sample drawn from the same four countries. The inclusion of such normative expectations of supplier performance has the potential to add explanatory power to models of performance evaluation in international business-to-business relationships. The findings suggest that if differences in normative expectations of supplier performance are not taken into account, performance ratings may be distorted indicators of actual performance.

Original languageEnglish (US)
Pages (from-to)23-40
Number of pages18
JournalJournal of International Marketing
Volume18
Issue number1
DOIs
StatePublished - 2010

Fingerprint

Buyers
Supplier performance
Cross-national
International business
Performance evaluation
Inclusion
Performance ratings
Country studies
Managers
Suppliers
Industry
Business-to-business relationships
Cross-national study

Keywords

  • Business-to-business services
  • National differences
  • Normative expectations
  • Organizational buying behavior
  • Supplier performance

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Cite this

Exploring cross-national differences in organizational buyers' normative expectations of supplier performance. / Steward, Michelle D.; Morgan, Felicia N.; Crosby, Lawrence A.; Kumar, Ajith.

In: Journal of International Marketing, Vol. 18, No. 1, 2010, p. 23-40.

Research output: Contribution to journalArticle

Steward, Michelle D. ; Morgan, Felicia N. ; Crosby, Lawrence A. ; Kumar, Ajith. / Exploring cross-national differences in organizational buyers' normative expectations of supplier performance. In: Journal of International Marketing. 2010 ; Vol. 18, No. 1. pp. 23-40.
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