Does culture explain acceptance of new products in a country? An empirical investigation

Does culture explain acceptance of new products in a country? An empirical investigation This paper investigates the role of cultural differences in the acceptance of new products, as moderated by socio‐economic variables. In order to assess the relationship, an analysis utilizing Hofstede's cultural dimensions, along with secondary data representing socio‐economic structure and the penetration rate of new products was undertaken. The results demonstrate that power distance and uncertainty avoidance hinder the acceptance of new products. Also found is that individualism has a positive effect but the masculinity dimension has no significant effect on the diffusion of new products. The findings regarding the moderation effects of the socio‐economic variables are mixed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Does culture explain acceptance of new products in a country? An empirical investigation

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330310485153
Publisher site
See Article on Publisher Site

Abstract

This paper investigates the role of cultural differences in the acceptance of new products, as moderated by socio‐economic variables. In order to assess the relationship, an analysis utilizing Hofstede's cultural dimensions, along with secondary data representing socio‐economic structure and the penetration rate of new products was undertaken. The results demonstrate that power distance and uncertainty avoidance hinder the acceptance of new products. Also found is that individualism has a positive effect but the masculinity dimension has no significant effect on the diffusion of new products. The findings regarding the moderation effects of the socio‐economic variables are mixed.

Journal

International Marketing ReviewEmerald Publishing

Published: Aug 1, 2003

Keywords: Culture (sociology); Product development; Social economics

References

  • New product activities and performance: the moderating role of environmental hostility
    Calantone, R.J.; Schmidt, J.B.; Benedetto, C.A.D.

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