Understanding cultural frames in the multicultural sales organization: Prospects and problems for the sales manager
B Smith, T Larsen, B Rosenbloom - Journal of Transnational …, 2009 - Taylor & Francis
B Smith, T Larsen, B Rosenbloom
Journal of Transnational Management, 2009•Taylor & FrancisChanges in social demographics, legislation, and wealth distribution have prompted modern
sales organizations to recognize the importance of cultural diversity within customer markets
and sales forces. Some sales forces have employed multicultural salespersons to aide their
pursuit of multicultural target markets. Traditionally, organizations have conceptualized
cultural identity as membership in one particular category, or frame, determined by race or
nationality. However, modern transnational sales organizations actually include sales …
sales organizations to recognize the importance of cultural diversity within customer markets
and sales forces. Some sales forces have employed multicultural salespersons to aide their
pursuit of multicultural target markets. Traditionally, organizations have conceptualized
cultural identity as membership in one particular category, or frame, determined by race or
nationality. However, modern transnational sales organizations actually include sales …
Changes in social demographics, legislation, and wealth distribution have prompted modern sales organizations to recognize the importance of cultural diversity within customer markets and sales forces. Some sales forces have employed multicultural salespersons to aide their pursuit of multicultural target markets. Traditionally, organizations have conceptualized cultural identity as membership in one particular category, or frame, determined by race or nationality. However, modern transnational sales organizations actually include sales managers and sales subordinates who may identify with more than one cultural frame, or meaning system. These cultural frames present important prospects and problems for today's sales managers who interface with sales subordinates having compatible or incompatible cultural frames. Within the context of the sales manager and sales subordinate relationship, we present a 2 × 2 framework explaining the cross-cultural interfaces between individuals having one cultural frame (monocultural) versus two or more culture frames (multicultural).
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