IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v34y2023i2d10.1007_s11002-023-09668-5.html
   My bibliography  Save this article

National customer orientation: an empirical test across 112 countries

Author

Listed:
  • Ofer Mintz

    (University of Technology Sydney
    Tel Aviv University)

  • Imran S. Currim

    (University of California)

  • Rohit Deshpandé

    (Harvard Business School)

Abstract

Customer orientation is a central tenet of marketing. However, less is known about how customer orientation varies across countries and time. Mintz, Currim, and Deshpandé (Eur. J. Mark., 56: 1014–1041, 2022) propose a country-level construct, national customer orientation, and develop theoretical propositions on how a country’s wealth and average customer price sensitivity affect national customer orientation during and after global economic shocks without providing an empirical test. This paper tests drivers of national customer orientation by employing World Economic Forum and World Bank annual panel data from 112 countries between 2007 and 2017. The results show that customer orientation is a greater luxury of richer nations and price sensitivity is a partial mediator of that relationship; however, both relationships only transpire in non-recessionary times. The empirical test furthers scholarly research on national customer orientation and provides managers with country-level customer orientation benchmarks across countries and time.

Suggested Citation

  • Ofer Mintz & Imran S. Currim & Rohit Deshpandé, 2023. "National customer orientation: an empirical test across 112 countries," Marketing Letters, Springer, vol. 34(2), pages 189-204, June.
    • Handle: RePEc:kap:mktlet:v:34:y:2023:i:2:d:10.1007_s11002-023-09668-5
    DOI: 10.1007/s11002-023-09668-5
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-023-09668-5
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-023-09668-5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Bremus, Franziska & Fratzscher, Marcel, 2015. "Drivers of structural change in cross-border banking since the global financial crisis," Journal of International Money and Finance, Elsevier, vol. 52(C), pages 32-59.
    2. Caroline T Witte & Martijn J Burger & Elena I Ianchovichina & Enrico Pennings, 2017. "Dodging bullets: The heterogeneous effect of political violence on greenfield FDI," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 48(7), pages 862-892, September.
    3. Ofer Mintz & Imran S Currim & Jan-Benedict E M Steenkamp & Martijn Jong, 2021. "Managerial metric use in marketing decisions across 16 countries: A cultural perspective," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1474-1500, October.
    4. Jacob Brower & Pravin Nath, 2018. "Antecedents of market orientation: marketing CEOs, CMOs, and top management team marketing experience," Marketing Letters, Springer, vol. 29(4), pages 405-419, December.
    5. Barbara Deleersnyder & Marnik G. Dekimpe, 2017. "Business-Cycle Research in Marketing," International Series in Operations Research & Management Science, in: Berend Wierenga & Ralf van der Lans (ed.), Handbook of Marketing Decision Models, edition 2, chapter 0, pages 361-384, Springer.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mr. Eugenio M Cerutti & Haonan Zhou, 2018. "Cross-border Banking and the Circumvention of Macroprudential and Capital Control Measures," IMF Working Papers 2018/217, International Monetary Fund.
    2. Siranova, Maria & Tiruneh, Menbere Workie & Fisera, Boris, 2021. "Creating the illicit capital flows network in Europe – Do the net errors and omissions follow an economic pattern?," International Review of Economics & Finance, Elsevier, vol. 71(C), pages 955-973.
    3. Jose M Berrospide & Ricardo Correa & Linda S Goldberg & Friederike Niepmann, 2017. "International Banking and Cross-Border Effects of Regulation: Lessons from the United States," International Journal of Central Banking, International Journal of Central Banking, vol. 13(2), pages 435-476, March.
    4. Lee, Hyoungjin & Park, Junmin & Chung, Chris Changwha, 2022. "CEO compensation, governance structure, and foreign direct investment in conflict-prone countries," International Business Review, Elsevier, vol. 31(6).
    5. Ayala, Diana & Nedeljkovic, Milan & Saborowski, Christian, 2017. "What slice of the pie? The corporate bond market boom in emerging economies," Journal of Financial Stability, Elsevier, vol. 30(C), pages 16-35.
    6. Claudia M Buch & Linda S Goldberg, 2017. "Cross-Border Prudential Policy Spillovers: How Much? How Important? Evidence from the International Banking Research Network," International Journal of Central Banking, International Journal of Central Banking, vol. 13(2), pages 505-558, March.
    7. Yao Axel Ehouman, 2020. "Do oil-market shocks drive global liquidity?," EconomiX Working Papers 2020-33, University of Paris Nanterre, EconomiX.
    8. Alpanda, Sami & Aysun, Uluc, 2022. "Regulatory arbitrage and economic stability," Journal of International Money and Finance, Elsevier, vol. 129(C).
    9. Uluc Aysun & Michael Tseng, 2021. "Regulatory arbitrage and global push factors," Working Papers 2021-01, University of Central Florida, Department of Economics.
    10. Bremus, Franziska & Neugebauer, Katja, 2017. "Don't stop me now: the impact of credit market fragmentation on firms' financing constraints," LSE Research Online Documents on Economics 70774, London School of Economics and Political Science, LSE Library.
    11. Meunier Baptiste & Pedrono Justine, 2021. "A Prudential trade-off? Leakages and Interactions with Monetary Policy," Working papers 805, Banque de France.
    12. Krogstrup, Signe & Tille, Cédric, 2018. "Foreign currency bank funding and global factors," Kiel Working Papers 2104, Kiel Institute for the World Economy (IfW Kiel).
    13. Jana Ohls & Marcus Pramor & Lena Tonzer, 2017. "International Banking and Cross-Border Effects of Regulation: Lessons from Germany," International Journal of Central Banking, International Journal of Central Banking, vol. 13(2), pages 129-162, March.
    14. M. P. Afanas’ev & N. N. Shash, 2020. "Russian Investments in European Countries: Current State and Future Prospects," Studies on Russian Economic Development, Springer, vol. 31(3), pages 327-334, May.
    15. Peter J. Buckley & Nigel Driffield & Jae-Yeon Kim, 2022. "The Role of Outward FDI in Creating Korean Global Factories," Management International Review, Springer, vol. 62(1), pages 27-52, February.
    16. Ayala, Diana & Nedeljkovic, Milan & Saborowski, Christian, 2016. "What slice of the pie? The corporate bond market boom in emerging economies," BOFIT Discussion Papers 8/2016, Bank of Finland Institute for Emerging Economies (BOFIT).
    17. McCauley, Robert N. & Bénétrix, Agustín S. & McGuire, Patrick M. & von Peter, Goetz, 2019. "Financial deglobalisation in banking?," Journal of International Money and Finance, Elsevier, vol. 94(C), pages 116-131.
    18. Jyh-Horng Lin & Pei-Chi Lii & Fu-Wei Huang & Shi Chen, 2019. "Cross-Border Lending, Government Capital Injection, and Bank Performance," IJFS, MDPI, vol. 7(2), pages 1-20, April.
    19. Nahid Kalbasi Anaraki, 2021. "Federal Funds Rate Spillover to ECB Interest Rate: Are Macroeconomic Fundamentals Important?," International Journal of Applied Economics, Finance and Accounting, Online Academic Press, vol. 9(1), pages 40-47.
    20. Stefan Avdjiev & Cathérine Koch & Patrick McGuire & Goetz von Peter, 2017. "International Prudential Policy Spillovers: A Global Perspective," International Journal of Central Banking, International Journal of Central Banking, vol. 13(2), pages 5-33, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:34:y:2023:i:2:d:10.1007_s11002-023-09668-5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.