study
Journal of Business Research 60 (2007) 277 – 284
Hofstede 's dimensions of culture in international marketing studies
Ana Maria Soares a,⁎, Minoo Farhangmehr a,1 , Aviv Shoham b,2 a School of Economics and Management, University of Minho, 4710-057, Braga, Portugal b Graduate School of Management, University of Haifa, Haifa, 31905, Israel
Received 1 March 2006; received in revised form 1 August 2006; accepted 1 October 2006
Abstract
Growth of research addressing the relationship between culture and consumption is exponential [Ogden D., Ogden J. and Schau HJ. Exploring the impact of culture and acculturation on consumer purchase decisions: toward a microcultural perspective. Academy Marketing Science Review
2004;3.]. However culture is an elusive concept posing considerable difficulties for cross-cultural research [Clark T. International Marketing and national character: A review and proposal for an integrative theory. Journal of Marketing 1990; Oct.: 66–79.; Dawar N., Parker P. and Price L. A cross-cultural study of interpersonal information exchange. Journal of International Business Studies 1996; 27(3): 497–516.; Manrai L. and Manrai
A. Current issues in the cross-cultural and cross-national consumer research. Journal of International Consumer Marketing 1996; 8 (3/4): 9–22.;
McCort D. and Malhotra NK. Culture and consumer behavior: Toward an understanding of cross-cultural consumer behavior in International
Marketing. Journal of International Consumer Marketing 1993; 6 (2): 91–127.; Nasif EG., Al-Daeaj H., Ebrahimi B. and Thibodeaux M.
Methodological problems in cross-cultural research: An updated review. Management International Review 1991; 31 (1): 79–91.; Lenartowicz T. and Roth K. A framework for culture assessment. Journal of International Business Studies 1999; 30 (4): 781–98.]. This article examines different approaches to conceptualising and operationalizing culture in marketing studies. The article discusses the advantages of
Hofstede 's dimensions of culture in international marketing studies
Ana Maria Soares a,⁎, Minoo Farhangmehr a,1 , Aviv Shoham b,2 a School of Economics and Management, University of Minho, 4710-057, Braga, Portugal b Graduate School of Management, University of Haifa, Haifa, 31905, Israel
Received 1 March 2006; received in revised form 1 August 2006; accepted 1 October 2006
Abstract
Growth of research addressing the relationship between culture and consumption is exponential [Ogden D., Ogden J. and Schau HJ. Exploring the impact of culture and acculturation on consumer purchase decisions: toward a microcultural perspective. Academy Marketing Science Review
2004;3.]. However culture is an elusive concept posing considerable difficulties for cross-cultural research [Clark T. International Marketing and national character: A review and proposal for an integrative theory. Journal of Marketing 1990; Oct.: 66–79.; Dawar N., Parker P. and Price L. A cross-cultural study of interpersonal information exchange. Journal of International Business Studies 1996; 27(3): 497–516.; Manrai L. and Manrai
A. Current issues in the cross-cultural and cross-national consumer research. Journal of International Consumer Marketing 1996; 8 (3/4): 9–22.;
McCort D. and Malhotra NK. Culture and consumer behavior: Toward an understanding of cross-cultural consumer behavior in International
Marketing. Journal of International Consumer Marketing 1993; 6 (2): 91–127.; Nasif EG., Al-Daeaj H., Ebrahimi B. and Thibodeaux M.
Methodological problems in cross-cultural research: An updated review. Management International Review 1991; 31 (1): 79–91.; Lenartowicz T. and Roth K. A framework for culture assessment. Journal of International Business Studies 1999; 30 (4): 781–98.]. This article examines different approaches to conceptualising and operationalizing culture in marketing studies. The article discusses the advantages of
References: training and development. Unpublished Doctoral Dissertation. The University of North Carolina, Chapel Hill, 1990.