Triad lessons: Generalizing results on high performance firms in five business-to-business markets

Rohit Deshpandé (First Author), John U. Farley (Participant Author), Frederick Jr. (Participant Author)

    Research output: Contribution to journalJournal

    54 Citations (Web of Science)


    Significant differences are known to exist among organizations operating in different countries due to different national and organizational cultures, strategic orientations, and management styles. Less clear, however, is whether there are significant patterns of differences in how marketing-related factors drive performance in the most successful firms regardless of country. Building on a previous study of major Japanese firms [Deshpandé et al., 1993. Journal of Marketing 57, 22–27], an exploratory study compared samples of business-to-business relationships of Japanese, English, French, German, and US companies. We found the expected significant differences in organizational cultures, but found no country-specific slopes or intercepts in regressions relating factors such as innovativeness, organizational climate and culture, and market orientation to business performance. Successful firms appear to transcend differences in national culture and develop a common pattern of drivers of success which include primary focus on organizational innovativeness, a participative work climate, and an externally oriented organizational culture.
    Original languageEnglish
    Pages (from-to)353-362
    JournalInternational Journal of Research in Marketing
    Issue number4
    Publication statusPublished - 2000

    Corresponding author email


    • Business-to-business markets
    • Corporate culture
    • ISSUES
    • Innovation
    • International marketing
    • Market orientation

    Indexed by

    • Scopus
    • SSCI


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