Satisfaction with Channel Communication Strategies in High vs. Low Context Cultures Trina Larsen Bert Rosenbloom Brent Smith ABSTRACT. Today’s vertically linked international marketing chan- nel networks require effective cross-cultural communications processes. If the channel partners are to cooperate successfully they need to under- stand each other in spite of the potential noise that may occur in the chan- nel across cultures. This study examines channel communications between U.S. exporters and their channel partners from countries in high and low context cultures. It was found that culture is related to certain di- mensions of channel communication, while for others no relationship was found. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-342-9678. E-mail address: <getinfo@haworthpressinc. com> Website: <http://www.HaworthPress.com> © 2002 by The Haworth Press, Inc. All rights reserved.] KEYWORDS. Channel communication, cultural context, high and low context culture, marketing channels As global competition has increased, there has been renewed interest in the effect of culture on marketing strategy (Aggarwal 1995; Black and Porter 1991; Bigoness and Blakely 1996; Dyer and Song 1997). Trina Larsen is Associate Professor of Marketing at Drexel University, Philadel- phia, PA, Bert Rosenbloom is Professor of Marketing and Rauth Chair of Electronic Commerce Management at Drexel University, and Brent Smith is PhD candidate at Drexel University. Journal of Business-to-Business Marketing, Vol. 9(1) 2002 2002 by The Haworth Press, Inc. All rights reserved. 1