AAR model: cross‐cultural developments

Abstract

This research investigates cross‐cultural business networks between Australian engineering consultants and their Thai customers. A qualitative research study was conducted into business relationships, gathering data on different aspects of actors' perceptions of their relationships. The theoretical foundation of the research was the actors‐activities‐resources model, a western model developed by members of the Industrial Marketing and Purchasing Group. The results prompted an adaptation to the original model through the addition of two new constructs: network constraint and actor bond negative. A detailed description of the models’ constructs and their antecedents is given, thus contributing to the richness of data on cross‐cultural business relationships. The modified model adds to the development of a universal model of business relationships that can form the basis for applications in both western and eastern business cultures.

Citation

Purchase, S. and Ward, A. (2003), "AAR model: cross‐cultural developments", International Marketing Review, Vol. 20 No. 2, pp. 161-179. https://doi.org/10.1108/02651330310470384