![]() ![]() ![]() Semi-structured interviews were conducted with 28 Brazilian professionals working for both national and international companies, allowing for the analysis of the context in which the Brazilian jeitinho is perceived either as positive or negative in terms of ethics. The authors concentrate on the cultural particularity of the Brazilian jeitinho to assess the ethicality of the concept in buyer–supplier relationships. This paper aims to deepen the understanding of the impact of cultural and national idiosyncrasies on businesses. Although these studies recognise the existence of such concepts in handling business and assess them in terms of ethics, the general attitude of managers toward these culturally embedded phenomena is ambiguous, with a positive image often clashing with a negative perception of them as being corrupt practices. Guanxi in China (Fu et al., 2006 Lee and Humphreys, 2007 Chen et al., 2011 Jia et al., 2016), blat (Ledeneva, 1998 McCarthy and Puffer, 2008) and more recently svyazi (Yakubovich, 2005) in Russia, jeitinho in Brazil (Page, 1995 Tanure and Duarte, 2005 Ardichvili et al., 2012), wasta in the Middle East and North Africa (Khakhar and Rammal, 2013 Hawkins et al., 2014), jaan-pehchaan in India (McCarthy et al., 2012 Puffer et al., 2013) or clanism (Minbaeva and Muratbekova-Touron, 2013) in Kazakhstan have been the subject of academic studies examining the impact of these informal institutions on business relations in those countries (McCarthy et al., 2012). Along with national cultures' influences in diverse areas such as corporate governance practices (Daniel et al., 2012), project management (Rees-Caldwell and Pinnington, 2013), customer loyalty (Zhang et al., 2014) and earning management behaviour (Gray et al., 2015), indigenous management concepts such as the Brazilian jeitinho have been proven to be critical to understanding business practices, especially in emerging markets (Holtbrügge, 2013). As economic growth in MENA is expected to outpace all other regions, this study has implications for understanding how regionally specific cultural variables impact B2B sourcing strategy adoption and outcomes. This study unveils cultural idiosyncrasies where e-RAs overcome a moral hazard associated with MENA buyer-supplier relationships and become a supplier's favored sourcing medium. ![]() – E-RAs have been criticized as being unfair to suppliers. It demonstrated that e-RAs can ameliorate some of the deleterious effects of wasta by increasing transparency and procedural fairness associated with MENA-based buyer-supplier relationships. – This case study extends knowledge in the area of global supply chain management by identifying new opportunities and providing a mechanism to ameliorate risks. – The authors use a case study method based on data collected from 13 interviews with supply chain members extending beyond the dyad to explain: why Middle Eastern bidders participated in an e-RA the nature of a unique phenomenon in Middle Eastern culture called wasta and (3) how wasta, e-RA use, and procurement integrity interact in a sustainable way. The purpose of this research was to explore whether and, if so, how electronic reverse auction (e-RA) use might be effective in a MENA national culture. Technology-enhanced business processes diffuse as globalization increases. In the Middle East and North Africa (MENA) region, buyer-supplier relationships are often negatively influenced by “wasta” – a term associated with power, influence, connection and corruption. Business in these developing nations is heavily influenced by national culture. – The growth of international business persists, particularly in emerging economies. ![]()
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