International Marketers’ Quality-of-Life (QOL) Orientation: A Cross-Cultural Study View Full Text


Ontology type: schema:Chapter     


Chapter Info

DATE

2015

AUTHORS

Dong-Jin Lee

ABSTRACT

This paper reports on the development and validation of a measure of quality-of-life (QOL) orientation of international marketers. QOL orientation in international marketing refers to marketers’ disposition to make decisions to enhance the well-being of consumers in foreign markets while preserving the well-being of other stakeholders. Marketers= QOL orientation was hypothesized to be predicted by moral idealism, moral relativism, and ethnocentrism, which in turn are predicted by nationality. Specifically, it was hypothesized that the higher the QOL orientation of international managers the higher their moral idealism, the higher their moral relativism, and the lower their ethnocentrism. Also, it was hypothesized that American managers are likely to score higher on moral relativism but lower on moral idealism compared to their Korean counterparts. Also, Korean managers were expected to be more ethnocentric than American managers. Date were collected from business professionals enrolled in MBA programs both from the U.S. and Korea. Results were mostly supportive of the hypothesized model, thus providing some nomological validation to the QOL orientation measure. More... »

PAGES

403-403

Book

TITLE

Proceedings of the 1997 World Marketing Congress

ISBN

978-3-319-17319-1
978-3-319-17320-7

Author Affiliations

Identifiers

URI

http://scigraph.springernature.com/pub.10.1007/978-3-319-17320-7_108

DOI

http://dx.doi.org/10.1007/978-3-319-17320-7_108

DIMENSIONS

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