Gothic Research Seminar - Serdar Yayla

 Dr. Serdar Yayla from the Marketing Department will present “When Distant Partners Collaborate: The Role of Cultural Distance in the Performance of Multilateral Partnerships”. The seminar will be conducted via Zoom. (EMAIL PRAVULA@njcu.edu TO ATTEND.)

Due to globalization and advancements in communication technology, international partnerships, which bring together partners from different cultural backgrounds, have become more permanent in worldwide business. The limited number of studies that have examined the impact of cultural distance on the performance of partnerships have mainly focused on bilateral relationships, and they have produced conflicting results. By distinguishing between the concepts of cultural distance among partners and cultural distance of partnerships to host countries, the present study provides insights into the role of cultural distance in the economic performance of multilateral partnerships in the movie industry. Drawing on a sample of 1,222 movies that were released in the US between the years 2000 and 2020, this study found that movies co-produced by culturally distant partners have higher box office revenues. On the other hand, cultural distance of partners to the host country has a negative impact on the performance.

Dr. Serdar Yayla is an assistant professor in the Marketing Department at NJCU. His research interests are brand management, quality management, market entry, digital marketing and entrepreneurial marketing. Prior to joining NJCU, he worked at Albion College. He earned his Ph.D. from Rutgers University and MBA in Marketing from the Krannert School of Management, Purdue University.