Beyond Hofstede: Culture Frameworks for Global Marketing and by Cheryl Nakata

By Cheryl Nakata

Hofstede brought a tradition paradigm that has been extensively influential in overseas business. However, its relevance in gentle of culture's expanding complexity because of globalization has been questioned. Alternative tradition frameworks and views are offered by prime students in international advertising and administration.

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Extra info for Beyond Hofstede: Culture Frameworks for Global Marketing and Management

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Hanges, P. , Javidan, M. , & Gupta, V. (2004) Culture, Leadership, and Organizations: The GLOBE Study of 62 Societies. Thousand Oaks, CA: Sage Publications. , & Hall, R. (1994) “Level Issues in Theory Development, Data Collection, and Analysis,” Academy of Management Review, 19, 195–229. Kluckhohn, F. & Strodtbeck, F. (1961) Variations In Value Orientation. Westport, CT: Greenwood Press. Leung, K. & Bond, M. (1989) “On the Empirical Identification of Dimensions for Cross-Cultural Comparison,” Journal of Cross-Cultural Psychology, 20, 133–51.

C. & Ang, S. (2003) Cultural Intelligence: Individual Interactions Across Cultures. Palo Alto, CA: Stanford University Press. Earley, P. C. & Gibson, C. B. (1998) “Taking Stock in our Progress of Individualism and Collectivism: 100 Years of Solidarity and Community,” Journal of Management, 24, 265–304. Earley, P. C. & Gibson, C. B. (2002) Multinational Work Teams: A New Perspective. Englewood Cliffs, NJ: Lawrence Erlbaum Associates. Earley, P. C. & Mosakowski, E. (1996) “Experimental International Management Research,” in B.

Rather than seeking to demonstrate differences attributable to culture, I advocate a refocus of attention, showing similarities and universals. Returning to Herskovits’s (1955) definition of culture from a slightly different viewpoint, my suggestion is that we focus on that very fact that all people have “man-made objects” in their environment, rather than attributing excessive and sporadic interpretations to the shape and manifestation of these objects. Similarly, an emphasis on higher-level cognitive functioning, such as meta-cognition (used as a core element in cultural intelligence work), is more interesting than the fact that Asians and Westerners might “think and reason” differently.

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