The Effect of National Culture on the Adoption of Innovations

The Effect of National Culture on the Adoption of Innovations Studies on the adoption of innovations by companies generally include micro-level and meso-level variables. This study adds to the literature by investigating the role of national culture (i.e. a macro-level variable) to explain differences in adoption rates across countries. In particular, we investigate the effects of the five Hofstede culture dimensions and the culture dimensions proposed by Hall on country adoption rates. Hypothesized effects were tested using a large-scale empirical study concerning the adoption of Enterprise Resource Planning (ERP) software by mid-size companies covering ten European countries. Results indicate that variables describing national culture have a significant influence on the country adoption rates. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Letters Springer Journals

The Effect of National Culture on the Adoption of Innovations

Marketing Letters, Volume 14 (3) – Oct 7, 2004

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Publisher
Springer Journals
Copyright
Copyright © 2003 by Kluwer Academic Publishers
Subject
Business and Management; Marketing
ISSN
0923-0645
eISSN
1573-059X
DOI
10.1023/A:1027452919403
Publisher site
See Article on Publisher Site

Abstract

Studies on the adoption of innovations by companies generally include micro-level and meso-level variables. This study adds to the literature by investigating the role of national culture (i.e. a macro-level variable) to explain differences in adoption rates across countries. In particular, we investigate the effects of the five Hofstede culture dimensions and the culture dimensions proposed by Hall on country adoption rates. Hypothesized effects were tested using a large-scale empirical study concerning the adoption of Enterprise Resource Planning (ERP) software by mid-size companies covering ten European countries. Results indicate that variables describing national culture have a significant influence on the country adoption rates.

Journal

Marketing LettersSpringer Journals

Published: Oct 7, 2004

References

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