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

By Cheryl Nakata

Hofstede brought a tradition paradigm that has been greatly influential in overseas business. However, its relevance in mild of culture's expanding complexity as a result of globalization has been questioned. Alternative tradition frameworks and views are offered by major students in international advertising and marketing and administration.

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Christopher Earley 39 Schwartz, S. H. (1994) “Beyond Individualism and Collectivism: New Cultural Dimensions of Values,” in H. C. Triandis, U. Kim, C. -C. Choi, & G. Yoon, (eds) Individualism and Collectivism: Theory, Method and Applications. Newbury Park, CA: Sage Publications, 85–122. Shokef, E. & Erez, M. (2006) “Global Work Culture and Global Identity, as a Platform for a Shared Understanding in Multicultural Teams,” in E. A. M. Mannix, M. Neale, & Y. Chen (eds) Research in Managing Groups and Teams: National Culture and Groups.

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.

As my former P. ” Although it is well beyond the scope of this chapter to debate this general point, there is clearly a great deal of confusion in the literature concerning the level measurement and construct in relation to crosscultural and national research. This point is aptly made in Hofstede’s (1980) original treatise through his description of the ecological fallacy. , 1994), with entire volumes focusing on the topic, such as F. Dansereau and F. Yammarino’s annual Advances in Cross-Level Organizational Research series.

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