TY - JOUR
T1 - Managerial metric use in marketing decisions across 16 countries
T2 - A cultural perspective
AU - Mintz, Ofer
AU - Currim, Imran S.
AU - Steenkamp, Jan Benedict E.M.
AU - de Jong, Martijn
N1 - Publisher Copyright:
© 2019, Academy of International Business.
PY - 2021/10
Y1 - 2021/10
N2 - 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.
AB - 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.
KW - GLOBE cultural variables
KW - international marketing
KW - managerial decision-making
KW - metrics
KW - organizational culture
UR - http://www.scopus.com/inward/record.url?scp=85071374797&partnerID=8YFLogxK
U2 - 10.1057/s41267-019-00259-z
DO - 10.1057/s41267-019-00259-z
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AN - SCOPUS:85071374797
SN - 0047-2506
VL - 52
SP - 1474
EP - 1500
JO - Journal of International Business Studies
JF - Journal of International Business Studies
IS - 8
ER -