The role of national culture in international marketing research

The role of national culture in international marketing research Reviews and discusses the role of national culture in international marketing research. Special emphasis is given to national cultural frameworks. The two main national cultural frameworks – the Hofstede and the Schwartz – are discussed. Their interrelations are examined and four comprehensive national‐cultural dimensions are derived – autonomy versus collectivism, egalitarianism versus hierarchy, mastery versus nurturance, and uncertainty avoidance. The usefulness of national culture as an analytical basis in international marketing research is discussed and the construct of national culture is placed in the context of layers of culture, ranging from global cultures to micro cultures. Acculturation processes to other national cultures and antecedents of national culture are examined. The paper ends with concluding remarks and suggestions for future research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

The role of national culture in international marketing research

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330110381970
Publisher site
See Article on Publisher Site

Abstract

Reviews and discusses the role of national culture in international marketing research. Special emphasis is given to national cultural frameworks. The two main national cultural frameworks – the Hofstede and the Schwartz – are discussed. Their interrelations are examined and four comprehensive national‐cultural dimensions are derived – autonomy versus collectivism, egalitarianism versus hierarchy, mastery versus nurturance, and uncertainty avoidance. The usefulness of national culture as an analytical basis in international marketing research is discussed and the construct of national culture is placed in the context of layers of culture, ranging from global cultures to micro cultures. Acculturation processes to other national cultures and antecedents of national culture are examined. The paper ends with concluding remarks and suggestions for future research.

Journal

International Marketing ReviewEmerald Publishing

Published: Feb 1, 2001

Keywords: National cultures; International marketing; Acculturation; Marketing research

References

  • Disjuncture and difference in the global cultural economy
    Appadurai, A.
  • Acculturation attitudes in plural societies
    Berry, J.W.; Kim, U.; Power, S.; Young, M.; Bujaki, M.
  • Influences of adaptation to communist rule on value priorities in eastern Europe
    Schwartz, S.H.; Bardi, A.

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