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What is the Role of Collectivism in Channel Marketing?
( Junhyuk Suh ),( Boa Son ) 서암순창장학회 2016 Journal of Marketing Thought Vol.3 No.1
Our study aims to explore the role of collectivism in the field of channel marketing. We think collectivism is an important organization of culture beyond the national level and a main element in network embeddedness, group norms, and sense of community. Specifically, herein, we analyzed the source of network embeddedness and redefined group norms in a multidimensional setting. Also, we propose that the group norms and sense of community are the main effects of network embeddedness. Hypotheses based on these ideas were tested with 100 managers of large Korean companies. Our results show that collectivism as an organizational culture had a positive effect on network embeddedness, group norms, and sense of community. Moreover, network embeddedness had a positive effect on the sense of community, but it did not influence group norms positively. We discuss our findings and their implications.