Multimarket contact and firm performance: The moderating effect of Confucian culture

Guiyao Tang*, Ji LI, Xinran Wang

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    1 Citation (Scopus)


    This paper examines the effect of Confucian cultural value on the relationship between multimarket contact and two dimensions of firm performance, i. e., firms' innovation and profitability. It is hypothesized that firms with a high level of multimarket contact are more likely to show mutual forbearance towards their competitors, which in turn influences their innovative behavior and financial performance. Taking into account the possible moderating effects of Confucian cultural value, we also hypothesize that the effect of multimarket contact is more pronounced among firms from the Confucian culture. In other words, it is argued that firms from the Confucian culture are more likely to innovate and obtain better financial performance. Empirical tests were conducted after the hypotheses, and the findings support the arguments on multimarket contacts and mutual forbearance hypotheses. Through facilitating tacit collusion, multimarket contact does seem to help create superior economic performance.

    Original languageEnglish
    Pages (from-to)45-62
    Number of pages18
    JournalFrontiers of Business Research in China
    Issue number1
    Publication statusPublished - Mar 2011

    Scopus Subject Areas

    • Business, Management and Accounting(all)
    • Public Administration

    User-Defined Keywords

    • Confucian culture
    • multimarket contact
    • mutual forbearance


    Dive into the research topics of 'Multimarket contact and firm performance: The moderating effect of Confucian culture'. Together they form a unique fingerprint.

    Cite this