在中东进行定性销售研究的模板

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2022-10-22 DOI:10.1177/14707853221136004
A. Malshe, J. Al-Khatib
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引用次数: 1

摘要

开展国际销售研究的潜在挑战,加上目前缺乏系统的指导,阻碍了西方销售学者在新兴市场背景下开展研究。作者利用(a)他们在中东(ME)进行定性销售研究的十年经验,以及(b)他们专门为本文收集的来自该地区从事销售研究的11位学者的深度访谈数据,提出了在中东进行定性销售调查的三步框架。该框架对ME环境的排他性植根于其对ME文化中固有的独特元素和特质的反应。除了提供系统的指导外,该框架还意味着,不是西方学者的研究专业知识,而是他们理解和回应文化细微差别的能力,以及培养和运用沟通、信任、建立关系和/或相互尊重等软技能的能力,这可能会决定他们在中小企业市场进行销售研究的成败。
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A template for conducting qualitative sales research in the Middle East
Potential challenges in conducting international sales research, coupled with the lack of systematic guidance currently prevent western sales scholars from conducting research in emerging market contexts. The authors draw upon (a) their decade-long experience in conducting qualitative sales research in the Middle East (ME), as well as (b) depth interview data they collected specifically for this paper from eleven academics engaged in doing sales research in that region to propose a three-step framework for conducting qualitative sales research within the ME. The exclusivity of this framework to the ME context is rooted in its responsiveness to the unique elements and idiosyncrasies inherent within the ME culture. In addition to offering a systematic guidance, the framework implies that it is not the research expertise of the western scholars, but their ability to understand and respond to cultural nuances, and cultivate and employ soft skills such as communication, trust, relationship building, and/or mutual respect that may make or break their foray into conducting sales research in the ME markets.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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