Abstract
A 2 × 4 (culture of participants × degrees of cultural adaptation) experimental design with 145 Thai and 101 Japanese professionals is used to investigate the effect of cultural adaptation on attraction and outcomes when Americans adapt to Japanese and Thais. This study extends the research of Francis (1991). The curvilinear relationship between adaptation and attraction found in Francis is not replicated. For Thais, the relationship appears monotonic positive. For Japanese, it reaches a plateau beyond moderate adaptation.
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*Chanthika Pornpitakpan (Ph.D., University of British Columbia) is a lecturer at Sasin Graduate Institute of Business Administration of Chulalongkorn University and an assistant professor at the National University of Singapore. The author would like to thank Dr. Ilan B. Vertinsky and Dr. Donald A. Wehrung at the University of British Columbia, Dr. J. Keith Murnighan at Northwestern University, and Dr. June N. P. Francis at Simon Fraser University for their time, assistance, and valuable advice. The research received partial support from the Centre of International Business Study of the University of British Columbia and the Rattanakosindra Scholarship. Some of the results of the Thai portion of the study have been published as Pornpitakpan, Chanthika. 1995. Effective cultural adaptation: Americans selling to Thais. In Greg Tower, editor, Proceedings of Academy of Internationa1 Business Southeast Asia Regional Conference: Asia Pacific international business regional integration and global competitiveness. Perth, Australia.
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Pornpitakpan, C. The Effects of Cultural Adaptation on Business Relationships: Americans Selling to Japanese and Thais. J Int Bus Stud 30, 317–337 (1999). https://doi.org/10.1057/palgrave.jibs.8490072
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DOI: https://doi.org/10.1057/palgrave.jibs.8490072