HOHENBERG - INNOVATION SELLING IN DIFFERENT CULTURES

Question 1

SELF-DETERMINATION THEORY

Answer 1

• individual strongly influenced by social environment
• individual behave differently in particular situations
• three basic human needs (differ in cultures):
  1. Need for competence
  2. Need for autonomy
  3. Need for relatedness

Question 2

CULTURE CHARACTERISTICS (HOFSTEDE)

Answer 2

1. Power distance = degree to which society accepts unequal power distribution (China, India)
2. Individualism = degree to which society expects individuals to care for themselves and relatives only (“America first”)
3. Uncertainty avoidance = …feels uncomfortable with uncertainty & ambiguity
   (Germany, Japan, South-Korea)
4. Long-term orientation = …attach value to future and prioritize future attainments ( China, Hong Kong)

Question 3

FRAMEWORK/HYPOTHESES

Answer 3

1. Autonomous IS motivation mediates the relation between steering instruments and financial innovation performance.
2. Power distance strengthens the positive effect of supervisor appreciation on financial performance. -> close interaction with direct supervisor effective
3. Power distance weakens positive effect of education for inno-selling & variable compensation -> independence is less important in PD cultures
4. Individualism strengthens the positive effect of education & variable compensation on financial performance.
5. Individualism weakens the positive effect of supervisor appreciation on financial performance -> less important than privacy/self-oriented
6. Uncertainty avoidance strengthens positive effect of supervisor appreciation & education on financial performance -> lowering the risk
7. Uncertainty avoidance weakens the positive effect of variable compensation on financial performance -> more risk
8. Long-term orientation strengthens positive effect of supervisor appreciation on financial performance -> relationship can be important for future success
9. LTO weakens positive effect of education on financial performance

Question 4

Power distant cultures

Answer 4

• focus on close interaction with supervisor -> appreciation for sales results to increase autonomous motivation and therefore financial performance

Question 5

Individualistic cultures

Answer 5

Avoid close interaction with supervisor, focus on strengthening autonomy through variable compensation and education for innovation selling.

Question 6

Long-term orientated cultures

Answer 6

Focus on supervisor appreciation and avoid education

Question 7

Uncertainty avoidance cultures

Answer 7

Focus on supervisor appreciation and avoid variable compensation.