Cultural impact and the role interpersonal relationships play in B2B international sales
Vainik, Inkeri (2022)
Vainik, Inkeri
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022091720260
https://urn.fi/URN:NBN:fi:amk-2022091720260
Tiivistelmä
This master’s thesis focuses on the cultural aspect of international Business-to-Business (B2B) sales, the impact culture has on international sales, and the role interpersonal relationships play in B2B international sales. The idea of the topic comes from the organizational changes performed by the thesis author’s former employer. Organizational changes were based on the assumption that the development of modern technologies will compensate the need of building, nurturing, and maintaining interpersonal professional networks and person-to-person interactions.
The objective of the thesis is to gain knowledge of the level of importance and the role human interactions and interpersonal relationships play in B2B international sales, as well as to understand cultural differences and the impact the culture has on interpersonal relationships in international B2B sales.
The theoretical framework of the thesis covers such key concepts as a concept of culture, a concept of communication, a concept of intercultural communication, a concept of interpersonal communication, a concept of selling, a concept of B2B sales, and a concept of digital B2B sales.
The study introduces dimensions of national cultures, such as power distance, collectivism versus individualism, femininity versus masculinity, uncertainty avoidance, long-term versus short-term orientation, and indulgence versus restraint.
The theoretical framework also presents the results of cross-cultural analysis.
The research is performed as scientific qualitative research using theme interviews as a data collection method. For this study, the author has interviewed her own network of tourism industry professionals.
The findings of the study clarify the impact the culture has on interpersonal relationships and, in turn, the role that interpersonal relationships play in B2B international sales. The findings of the study also emphasize the importance of cultural knowledge and help to understand the impact cultural differences have on international B2B businesses. Findings revealed the need for theoretical knowledge, of what comes to cultural differences, when making strategic decisions within the international environment in B2B sales.
The objective of the thesis is to gain knowledge of the level of importance and the role human interactions and interpersonal relationships play in B2B international sales, as well as to understand cultural differences and the impact the culture has on interpersonal relationships in international B2B sales.
The theoretical framework of the thesis covers such key concepts as a concept of culture, a concept of communication, a concept of intercultural communication, a concept of interpersonal communication, a concept of selling, a concept of B2B sales, and a concept of digital B2B sales.
The study introduces dimensions of national cultures, such as power distance, collectivism versus individualism, femininity versus masculinity, uncertainty avoidance, long-term versus short-term orientation, and indulgence versus restraint.
The theoretical framework also presents the results of cross-cultural analysis.
The research is performed as scientific qualitative research using theme interviews as a data collection method. For this study, the author has interviewed her own network of tourism industry professionals.
The findings of the study clarify the impact the culture has on interpersonal relationships and, in turn, the role that interpersonal relationships play in B2B international sales. The findings of the study also emphasize the importance of cultural knowledge and help to understand the impact cultural differences have on international B2B businesses. Findings revealed the need for theoretical knowledge, of what comes to cultural differences, when making strategic decisions within the international environment in B2B sales.