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

Ofer Mintz*, Imran S. Currim, Jan Benedict E.M. Steenkamp, Martijn de Jong

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

14 Scopus citations

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.

Original languageEnglish
Pages (from-to)1474-1500
Number of pages27
JournalJournal of International Business Studies
Volume52
Issue number8
DOIs
StatePublished - Oct 2021
Externally publishedYes

Funding

FundersFunder number
Beall Center for Innovation and Entrepreneurship
UNC Kenan-Flagler Business School
Marketing Science Institute

    Keywords

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

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