Cultural adaptation of business expatriates in the host marketplace

Satisfaction with the host culture has been found to influence the expatria te's commitment to the local operation and to the parent company. This pape r investigates the role that the expatriate's consumer experiences play in the determination of his/her satisfaction with the new culture. Market alie nation has a negative effect on satisfaction, but it is reduced by particip ation in the host marketplace. Further, cultural knowledge was not found to be directly related to satisfaction with the host culture, but rather was related indirectly through its association with participation in the host m arketplace.