El conocimiento de las apreciaciones culturales, como estrategia innovadora en los procesos de internacionalización de las empresas colombianas
DOI:
https://doi.org/10.18270/cuaderlam.v14i26.2611Palabras clave:
Cultura, Internacionalización, NegociosResumen
El presente artículo, analiza la influencia de la cultura en los procesos de innovación y de negociación internacional, desde las diferencias culturales, que se convierten en insumo fundamental para garantizar una exitosa inserción en los procesos de negociación transfronteriza; y finalmente, se examina el perfil cultural del empresario colombiano, sus prerrogativas, los frutos derivados de tales negociaciones y por qué hacer negocios con los empresarios en Colombia. Se parte del enfoque de Hofstede (1980), denominado: La Teoría de las Dimensiones Culturales, como marco genérico para este análisis empírico, que permite identificar los valores culturales que afectan el comportamiento de los empresarios.
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Referencias bibliográficas
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Armstrong, M., & Taylor, S. (2014). Armstrong's handbook of human resource management practice. Kogan Page Publishers.
Barney, J. B. (1986). Strategic factor markets: Expectations, luck, and business strategy. Management science, 32(10), 1231-1241.
Baruch, Y. (1999). Response rate in academic studies-A comparative analysis. Human relations, 52(4), 421-438.
Berthon, P., Hulbert, J. M., & Pitt, L. F. (1999). To serve or create? Strategic orientations toward customers and innovation. California management review, 42(1), 37-58.
Brett J.M. (2001). Negotiation Globally. How to Negotiate Deals, Resolve Disputes, and Make Decisions Across Cultural Boundaries. Jossey Bass, San Francisco.
Chen, S. C., & Quester, P. G. (2009). A value-based perspective of market orientation and customer service. Journal of retailing and consumer services, 16(3), 197-206.
Czinkota, M. R. I. A., & Moffett, I. M. H. (2007). Negocios Internacionales/por Michael R. Czinkota, Ilkka A.
Ronkainen (No. 658.151 C9y.).
Dawar, N., Parker, P. M., & Price, L. J. (1996). A cross-cultural study of interpersonal information exchange. Journal of international business studies, 27(3), 497-516.
De Mooij, M., & Hofstede, G. (2002). Convergence and divergence in consumer behavior: implications for
international retailing. Journal of retailing, 78(1), 61-69.
Deshpande, R., & Webster Jr, F. E. (1989). Organizational culture and marketing: defining the research agenda. The journal of marketing, 3-15.
Dobni, C. B. (2008). Measuring innovation culture in organizations: e development of a generalized innovation culture construct using exploratory factor analysis. European journal of innovation anagement, 11(4), 539-559.
Dong-Jin, L., & Jang, J. I. (1998). e role of relational exchange between exporters and importers evidence from small and medium-sized Australian exporters. Journal of small business management, 36(4), 12.
Dorfman, P. W., & Howell, J. P. (1988). Dimensions of national culture and effective leadership patterns: Hofstede revisited. Advances in international comparative management, 3(1), 127-150.
Dwyer, S., Mesak, H., & Hsu, M. (2005). An exploratory examination of the influence of national culture on crossnational product diffusion. Journal of international marketing, 13(2), 1-27.
Erickson, G. M., Johansson, J. K., & Chao, P. (1984). Image variables in multi-attribute product evaluations: countryof-origin effects. Journal of consumer research, 11(2), 694-699.
Estrada, R. E. L., & Deslauriers, J. P. (2011). La entrevista cualitativa como técnica para la investigación en Trabajo Social. Margen: revista de trabajo social y ciencias sociales, 61, 2-19.
Farías Nazel, P. (2007). Cambios en las distancias culturales entre países: Un análisis a las dimensiones culturales de Hofstede. Opción, 23(52), 85-103.
Fernandez, D. R., Carlson, D. S., Stepina, L. P., & Nicholson, J. D. (1997). Hofstede's country classification 25 years later. The Journal of social psychology, 137(1), 43-54.
Friedman, T. (2005). The world is flat: a brief history of the globalized world in the 21st century. London: Allen lane.
Gelfand M.J., Nishii L.H., Holcombe K.M., Dyer N., Ohbuchi K.I., Fukuno M. (2001). Cultural influences on
cognitive representatios of conflict: interpretatios of conflict episodes in the United States and Japan. Journal of applied psychology. Vol.86, Núm. 6, pp.1059-1074.
Gelles, R. J., & Levine, A. (2000). Sociología con aplicaciones en países de habla hispana. McGraw-Hill.
Ger, G. (1999). Localizing in the global village: Local firms competing in global markets. California management review, 41(4), 64-83.
Guilford, R.R. (1959). Personality. New York: McGraw-Hill.
Guzmán, D. (2007). El ethos filosófico. Praxis filosófica. (24), 137-146.
Heide, J. B. (1994). Interorganizational governance in marketing channels. e Journal of marketing, 71-85.
Hernández, R., Fernández, C., & Baptista, P. (2014). Metodología de la investigación. Sexta Edición. Editorial Mc Graw Hill. México.
Hofstede, G. (1980). Motivation, leadership, and organization: do American theories apply abroad? Organizational dynamics, 9(1), 42-63.
Hofstede, G. (2001). Culture's recent consequences: Using dimension scores in theory and research. International Journal of cross cultural management, 1(1), 11-17.
Homburg, C., Hoyer, W. D., & Fassnacht, M. (2002). Service orientation of a retailer’s business strategy: Dimensions, antecedents, and performance outcomes. Journal of marketing, 66(4), 86-101.
House, R.J. Javidan, M., Hanges, P., and Dorfman, P. (2002). Understanding Cultures and Implicit Leadership Theories Across the Globe: An Introduction to Project GLOBE, Journal of World Business, 37 (1), 3-10.
House R.J. et al. (2004). Culture, Leadership, and Organizations: The GLOBE Study of 62 Societies. Thousand Oaks, CA: Sage.
Kogut, B., & Singh, H. (1988). e effect of national culture on the choice of entry mode. Journal of international business studies, 19(3), 411-432.
Kirkman, L. B., Lowe, K. B. & Gibson, C. B. (2006). A quarter century of culture’s consequences: A review of empirical research incorporating Hofstede’s cultural values framework. Journal of International Business Studies, 37, 285–320.
Kluckhohn, F. R., & Strodtbeck, F. L. (1961). Variations in value orientations. Elmsford, NY: Row, Peterson and Company.
Liao, C., Chuang, S. and To, P. (2011), How knowledge management mediates the relationship between environment and organizational structure. Journal of Business Research, Vol. 64 No. 7, pp. 728-736, doi: http://doi.org/10.1016/j.jbusres.2010.08.001.
López Moreno, L. (2006). Orientación al mercado y estrategia empresarial en la industria de productos alimenticios y bebidas. Tesis doctoral. Editorial de la Universidad de Granada (España).
Lu, L. C., Rose, G. M., & Blodgett, J. G. (1999). The effects of cultural dimensions on ethical decision making in marketing: An exploratory study. Journal of business ethics, 18(1), 91-105.
Manu, F. A., & Sriram, V. (1996). Innovation, marketing strategy, environment, and performance. Journal of business research, 35(1), 79-91.
Mayrhofer, U. (2004). International market entry: ¿does the home country affect entry-mode decisions? Journal of international marketing, 12(4), 71-96.
Meyer, J. W., Boli, J., Thomas, G. M., & Ramirez, F. O. (1997). World society and the nation-state. American journal of sociology, 103(1), 144-181.
Morales, D. P. (2009). Internacionalización empresarial. Pensamiento & Gestión, (27), vii-xi.
Morrison, E. W. (2002). Information seeking within organizations. Human communication research, 28(2), 229-242.
Ogliastri, E. (2001). ¿Cómo negocian los colombianos? (Vol. 6). Alfaomega.
Ogliastri, E. (2002). INCAE, Instituto Centroamericano de Administración de Empresas, 1987-2002. Academia. Revista latinoamericana de administración, (28).
Ogliastri, E. (2012) El comportamiento negociador de los colombianos: un estudio sobre las variables básicas. Revista Universidad Eafit, [S.l.], v. 31, n. 99, p. 63-73, Jul. 2012. ISSN 0120-341X. Disponible en: <http://publicaciones.eafit.edu.co/index.php/revista-universidad-eafit/article/view/1235/1122>. Fecha de acceso: 14 jun. 2017
Osland, J., Devine, K., & Turner, M. (2001). Organizational behavior. John Wiley & Sons, Ltd.
Parada, A. D., Vázquez, E. G., & Castro, A. M. (2005). Incidencia del grado de orientación al mercado de las
organizaciones empresariales en el desarrollo de las capacidades estratégicas de marketing. Revista europea de dirección y economía de la empresa, 14(3), 181-208.
Routamaa, V. (2013). Cultural Challenges to Leadership: Work Values in China, Finland and India. Recuperado en febrero 17 de 2015, de https://wbiworldconpro.com/uploads/bangkok-conference-2013/management/1364451798_421-Vesa.pdf?cv=1
Singhapakdi, A., Vitell, S. J., & Leelakulthanit, O. (1994). A cross-cultural study of moral philosophies, ethical perceptions and judgements: a comparison of American and ai marketers. International marketing review, 11(6), 65-78.
Siguaw, J. A., Simpson, P. M., & Enz, C. A. (2006). Conceptualizing innovation orientation: A framework for study and integration of innovation research. Journal of product innovation management, 23(6), 556-574.
Shoham, A., Rose, G. M., & Kropp, F. (1997). Conflict in international channels of distribution. Journal of global marketing, 11(2), 5-22.
Stock, R. M., & Zacharias, N. A. (2011). Patterns and performance outcomes of innovation orientation. Journal of the academy of marketing science, 39(6), 870-888.
Tayeb, M. (2001). Conducting research across cultures: Overcoming drawbacks and obstacles. International Journal of cross cultural management, 1(1), 91-108.
Thomas A.S. y Mueller S.L. (2000). A case for comparative entrepreneurship: assessing the relevance of culture. Journal of International Business Studies. Vol. 31, No.2, pp. 287-301.
Tu, J. T. (2007). Impact of culture on international business negotiation: A cross-cultural comparison of Taiwan, Hong Kong, and Mainland China (Vol. 68, No. 09).
Vitell, S. J., Nwachukwu, S. L., & Barnes, J. H. (1993). The effects of culture on ethical decision-making: An application of Hofstede's typology. Journal of business ethics, 12(10), 753-760.
Wang, C. L., & Ahmed, P. K. (2004). The development and validation of the organizational innovativeness construct using confirmatory factor analysis. European journal of innovation management, 7(4), 303-313.
Armstrong, M., & Taylor, S. (2014). Armstrong's handbook of human resource management practice. Kogan Page Publishers.
Barney, J. B. (1986). Strategic factor markets: Expectations, luck, and business strategy. Management science, 32(10), 1231-1241.
Baruch, Y. (1999). Response rate in academic studies-A comparative analysis. Human relations, 52(4), 421-438.
Berthon, P., Hulbert, J. M., & Pitt, L. F. (1999). To serve or create? Strategic orientations toward customers and innovation. California management review, 42(1), 37-58.
Brett J.M. (2001). Negotiation Globally. How to Negotiate Deals, Resolve Disputes, and Make Decisions Across Cultural Boundaries. Jossey Bass, San Francisco.
Chen, S. C., & Quester, P. G. (2009). A value-based perspective of market orientation and customer service. Journal of retailing and consumer services, 16(3), 197-206.
Czinkota, M. R. I. A., & Moffett, I. M. H. (2007). Negocios Internacionales/por Michael R. Czinkota, Ilkka A.
Ronkainen (No. 658.151 C9y.).
Dawar, N., Parker, P. M., & Price, L. J. (1996). A cross-cultural study of interpersonal information exchange. Journal of international business studies, 27(3), 497-516.
De Mooij, M., & Hofstede, G. (2002). Convergence and divergence in consumer behavior: implications for
international retailing. Journal of retailing, 78(1), 61-69.
Deshpande, R., & Webster Jr, F. E. (1989). Organizational culture and marketing: defining the research agenda. The journal of marketing, 3-15.
Dobni, C. B. (2008). Measuring innovation culture in organizations: e development of a generalized innovation culture construct using exploratory factor analysis. European journal of innovation anagement, 11(4), 539-559.
Dong-Jin, L., & Jang, J. I. (1998). e role of relational exchange between exporters and importers evidence from small and medium-sized Australian exporters. Journal of small business management, 36(4), 12.
Dorfman, P. W., & Howell, J. P. (1988). Dimensions of national culture and effective leadership patterns: Hofstede revisited. Advances in international comparative management, 3(1), 127-150.
Dwyer, S., Mesak, H., & Hsu, M. (2005). An exploratory examination of the influence of national culture on crossnational product diffusion. Journal of international marketing, 13(2), 1-27.
Erickson, G. M., Johansson, J. K., & Chao, P. (1984). Image variables in multi-attribute product evaluations: countryof-origin effects. Journal of consumer research, 11(2), 694-699.
Estrada, R. E. L., & Deslauriers, J. P. (2011). La entrevista cualitativa como técnica para la investigación en Trabajo Social. Margen: revista de trabajo social y ciencias sociales, 61, 2-19.
Farías Nazel, P. (2007). Cambios en las distancias culturales entre países: Un análisis a las dimensiones culturales de Hofstede. Opción, 23(52), 85-103.
Fernandez, D. R., Carlson, D. S., Stepina, L. P., & Nicholson, J. D. (1997). Hofstede's country classification 25 years later. The Journal of social psychology, 137(1), 43-54.
Friedman, T. (2005). The world is flat: a brief history of the globalized world in the 21st century. London: Allen lane.
Gelfand M.J., Nishii L.H., Holcombe K.M., Dyer N., Ohbuchi K.I., Fukuno M. (2001). Cultural influences on
cognitive representatios of conflict: interpretatios of conflict episodes in the United States and Japan. Journal of applied psychology. Vol.86, Núm. 6, pp.1059-1074.
Gelles, R. J., & Levine, A. (2000). Sociología con aplicaciones en países de habla hispana. McGraw-Hill.
Ger, G. (1999). Localizing in the global village: Local firms competing in global markets. California management review, 41(4), 64-83.
Guilford, R.R. (1959). Personality. New York: McGraw-Hill.
Guzmán, D. (2007). El ethos filosófico. Praxis filosófica. (24), 137-146.
Heide, J. B. (1994). Interorganizational governance in marketing channels. e Journal of marketing, 71-85.
Hernández, R., Fernández, C., & Baptista, P. (2014). Metodología de la investigación. Sexta Edición. Editorial Mc Graw Hill. México.
Hofstede, G. (1980). Motivation, leadership, and organization: do American theories apply abroad? Organizational dynamics, 9(1), 42-63.
Hofstede, G. (2001). Culture's recent consequences: Using dimension scores in theory and research. International Journal of cross cultural management, 1(1), 11-17.
Homburg, C., Hoyer, W. D., & Fassnacht, M. (2002). Service orientation of a retailer’s business strategy: Dimensions, antecedents, and performance outcomes. Journal of marketing, 66(4), 86-101.
House, R.J. Javidan, M., Hanges, P., and Dorfman, P. (2002). Understanding Cultures and Implicit Leadership Theories Across the Globe: An Introduction to Project GLOBE, Journal of World Business, 37 (1), 3-10.
House R.J. et al. (2004). Culture, Leadership, and Organizations: The GLOBE Study of 62 Societies. Thousand Oaks, CA: Sage.
Kogut, B., & Singh, H. (1988). e effect of national culture on the choice of entry mode. Journal of international business studies, 19(3), 411-432.
Kirkman, L. B., Lowe, K. B. & Gibson, C. B. (2006). A quarter century of culture’s consequences: A review of empirical research incorporating Hofstede’s cultural values framework. Journal of International Business Studies, 37, 285–320.
Kluckhohn, F. R., & Strodtbeck, F. L. (1961). Variations in value orientations. Elmsford, NY: Row, Peterson and Company.
Liao, C., Chuang, S. and To, P. (2011), How knowledge management mediates the relationship between environment and organizational structure. Journal of Business Research, Vol. 64 No. 7, pp. 728-736, doi: http://doi.org/10.1016/j.jbusres.2010.08.001.
López Moreno, L. (2006). Orientación al mercado y estrategia empresarial en la industria de productos alimenticios y bebidas. Tesis doctoral. Editorial de la Universidad de Granada (España).
Lu, L. C., Rose, G. M., & Blodgett, J. G. (1999). The effects of cultural dimensions on ethical decision making in marketing: An exploratory study. Journal of business ethics, 18(1), 91-105.
Manu, F. A., & Sriram, V. (1996). Innovation, marketing strategy, environment, and performance. Journal of business research, 35(1), 79-91.
Mayrhofer, U. (2004). International market entry: ¿does the home country affect entry-mode decisions? Journal of international marketing, 12(4), 71-96.
Meyer, J. W., Boli, J., Thomas, G. M., & Ramirez, F. O. (1997). World society and the nation-state. American journal of sociology, 103(1), 144-181.
Morales, D. P. (2009). Internacionalización empresarial. Pensamiento & Gestión, (27), vii-xi.
Morrison, E. W. (2002). Information seeking within organizations. Human communication research, 28(2), 229-242.
Ogliastri, E. (2001). ¿Cómo negocian los colombianos? (Vol. 6). Alfaomega.
Ogliastri, E. (2002). INCAE, Instituto Centroamericano de Administración de Empresas, 1987-2002. Academia. Revista latinoamericana de administración, (28).
Ogliastri, E. (2012) El comportamiento negociador de los colombianos: un estudio sobre las variables básicas. Revista Universidad Eafit, [S.l.], v. 31, n. 99, p. 63-73, Jul. 2012. ISSN 0120-341X. Disponible en: <http://publicaciones.eafit.edu.co/index.php/revista-universidad-eafit/article/view/1235/1122>. Fecha de acceso: 14 jun. 2017
Osland, J., Devine, K., & Turner, M. (2001). Organizational behavior. John Wiley & Sons, Ltd.
Parada, A. D., Vázquez, E. G., & Castro, A. M. (2005). Incidencia del grado de orientación al mercado de las
organizaciones empresariales en el desarrollo de las capacidades estratégicas de marketing. Revista europea de dirección y economía de la empresa, 14(3), 181-208.
Routamaa, V. (2013). Cultural Challenges to Leadership: Work Values in China, Finland and India. Recuperado en febrero 17 de 2015, de https://wbiworldconpro.com/uploads/bangkok-conference-2013/management/1364451798_421-Vesa.pdf?cv=1
Singhapakdi, A., Vitell, S. J., & Leelakulthanit, O. (1994). A cross-cultural study of moral philosophies, ethical perceptions and judgements: a comparison of American and ai marketers. International marketing review, 11(6), 65-78.
Siguaw, J. A., Simpson, P. M., & Enz, C. A. (2006). Conceptualizing innovation orientation: A framework for study and integration of innovation research. Journal of product innovation management, 23(6), 556-574.
Shoham, A., Rose, G. M., & Kropp, F. (1997). Conflict in international channels of distribution. Journal of global marketing, 11(2), 5-22.
Stock, R. M., & Zacharias, N. A. (2011). Patterns and performance outcomes of innovation orientation. Journal of the academy of marketing science, 39(6), 870-888.
Tayeb, M. (2001). Conducting research across cultures: Overcoming drawbacks and obstacles. International Journal of cross cultural management, 1(1), 91-108.
Thomas A.S. y Mueller S.L. (2000). A case for comparative entrepreneurship: assessing the relevance of culture. Journal of International Business Studies. Vol. 31, No.2, pp. 287-301.
Tu, J. T. (2007). Impact of culture on international business negotiation: A cross-cultural comparison of Taiwan, Hong Kong, and Mainland China (Vol. 68, No. 09).
Vitell, S. J., Nwachukwu, S. L., & Barnes, J. H. (1993). The effects of culture on ethical decision-making: An application of Hofstede's typology. Journal of business ethics, 12(10), 753-760.
Wang, C. L., & Ahmed, P. K. (2004). The development and validation of the organizational innovativeness construct using confirmatory factor analysis. European journal of innovation management, 7(4), 303-313.
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Publicado
2018-06-15
Cómo citar
Gil Toledo, J. J. (2018). El conocimiento de las apreciaciones culturales, como estrategia innovadora en los procesos de internacionalización de las empresas colombianas. Cuadernos Latinoamericanos De Administración, 14(26). https://doi.org/10.18270/cuaderlam.v14i26.2611
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Articulos de Investigación
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Derechos de autor 2019 Universidad El Bosque
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