Cultural Meaning,Advertising, and National Culture: A Four-Country Study

Cultural meaning transfer theory and GLOBE dimensions were employed in this comparative study to examine the extent to which cultural meaning presented in advertisements reflected national cultures of the target countries. Content analysis was applied to advertisements from four countries to investigate whether the use of advertising appeals presented in these advertisements mirrored variations in cultures as described by GLOBE Society Values. Results revealed that, in line with the hypotheses, there were similarities and differences in the use of appeals, and only some of them mirrored the cultural variations. GLOBE Society Values were more likely to predict the use of appeals than GLOBE Society Practices, but not for all appeals. Advertisers can draw on national cultures for cultural meanings to be used in advertisements only to a limited extent. It may be that advertisements mold rather than mirror societal values, or that only certain cultural traits are important for advertisers.     

Cultural Distance and Future Entry Mode Choice of Brazilian MNEs

We analyze the relationship between current cultural distance (CD) and future entry mode choice of Brazilian multinational enterprises (MNEs). We use the GLOBE Project in order to extend the distance literature into the entry mode context. Results demonstrate that high levels of CD have a negative impact on future expansions via acquisition and a positive impact on exporting. These relationships are moderated by size, such that large firms are affected less by CD than small firms. Finally, CD values have a greater impact on future entry mode preference than CD practices.     

The Role of the Advertising Agency in the Cultural Message Content of Advertisements: A Comparison of the Middle East and the United States

ABSTRACT

This study compared responses of advertising agencies located in the Middle East and the United States to an email survey examining their approach in designing advertisements. The survey examined whether the advertising agency incorporated area-specific cultural values and advertising appeals in the execution of their advertisements. Results indicate that indeed advertising agencies do use, or at least report to use, different cultural values and advertising appeals. Advertising agencies in the Middle East tend to focus more on filial obedience, customs and traditions, loyalty to one's group, honor, and patience. In addition, agencies in the Middle East reported that they tended to portray women in a more modest fashion than their counterparts in the United States.     

The negotiator’s power as enabler and cultural distance as inhibitor in the international alliance formation

We examined how the negotiator’s power, the explorative–exploitative purpose and cultural distance interact in the negotiation for an international business alliance formation. Our participant observation in some several events of negotiation suggests that the executive’s power plays an enabling role in the negotiation for alliance formation. However, cultural distance between the negotiating parties in the international business context hampers the success of the negotiation. In particular, person power supports the explorative alliance purpose. The explorative alliance embodies technical and behavioural uncertainty. On the other hand, position power supports the exploitative alliance purpose. The exploitative alliance purpose more aptly embodies behavioural uncertainty than technical uncertainty does.Cultural distance has a high negative influence on person power and the explorative alliance, and person power and the explorative alliance indicate high uncertainty. In comparison, cultural distance has a negative influence on position power and exploitative alliance, and position power and exploitative alliances indicate low uncertainty. In other words, cultural distance matters more in the person–explorative combination than it does in the position–exploitative combination. The main assumption is that cultural distance has adverse effects on both power and tasks in the negotiation. However, the notions of power and purpose do not influence the effect of national cultural differences.     

The Interplay between National Cultural Dimensions and Components of a Performance Management System: A Qualitative Study from Pakistan

This paper examines the interplay between national cultural dimensions and the design, enactment, and experience of a Western model of a performance management system (PMS) in a non‐Western setting. Data from four organizations in Pakistan indicate that domestic organizations are designing their PMSs in accordance with Western practices. Additionally, it reveals that during enactment and experience, the cultural values of low assertiveness, high in‐group collectivism, and high power distance interact, although to varying degrees, with continuous feedback, appraisal meetings, final ratings, outcomes, and objective setting. Thus, while convergence in design reflects the far‐reaching influence of globalization, divergence is attributable to cultural values which act as a deep‐rooted force during enactment.     

文化差异及其对广告诉求的影响:基于中美比较的视角(英文)

全球营销获得成功的首要条件是理解不同文化之间的价值观的相似性和差异性。由于缺乏以研究为基础获得的信息,这一任务对于试图与中国做生意的公司而言尤为艰巨。本研究采用霍夫斯塔德文化模型中的最新价值观来比较中美之间波莱广告诉求的有效性。在以文化维度为基础预测有效诉求的20个假设中,有9个得到了支持。另外一个假设也非常显著,但是与预想的方向正好相反。这些研究发现意味着,采用霍夫斯塔德文化维度作为有效广告诉求的唯一预测指标是不明智的。霍夫斯塔德维度或许缺乏可以有效预测各种广告诉求成功度所必需的结构。此外,广告诉求的有效性还可能由于其他因素(例如,年龄、社会趋势、政治法律环境及产品用法)而有所调整。     

Nexus Between Cultural Dissonance,Management Accounting Systems,and Managerial Effectiveness: Evidence from an Asian Developing Country

This article examines the links between corporate cultural dissonance, the management accounting system (MAS) information adequacy gap, and managerial effectiveness of the financial sector in Bangladesh. Data were collected from a random sample of 146 bank managers and were analyzed using correlation matrices. The findings suggest that the level of managerial effectiveness can be improved by decentralizing the management accounting practices through maintaining minimal authoritative power distance, improving the system for gathering and sharing information, and enhancing transparency in information flow. These findings, which have important implications for the effective performance management of banks, are highlighted in the article.     

Taking a global view on brand post popularity: Six social media brand post practices for global markets

Brand post popularity positively relates to consumers’ purchase intentions, actual sales, and stock prices. Research suggests that social media posts should be vivid, practical, interesting, personalized, and interactive. However, cross-cultural research also suggests that practices might not be equally effective across different regional markets. While vividness and practicality could be consistently important across cultures, characteristics of interest, personalization, and interactivity might need to be adapted to the cultural conditions of specific target markets. We consider how individualism/collectivism, long-term orientation, uncertainty avoidance, power distance, and high-context/low-context cultures could influence brand post effectiveness. We provide suggestions for how to manage social media brand post popularity from a cross-cultural perspective to inform both domestic and global social media marketing campaigns. Suggested practices include: (1) making brand posts engaging; (2) targeting the ‘I’ in individualistic cultures and the ‘we’ in collectivist cultures; (3) focusing on consumers’ identity in less long-term oriented cultures and on functional information in more long-term oriented cultures; (4) ensuring that posts help reduce uncertainty; (5) planning for one-way communication in higher power distance countries and two-way communication in lower power distance countries; and (6) making messages less direct in higher-context cultures and more direct in lower-context cultures.     

Formal international contracts in the presence of cultural distance: An empirical analysis of biopharmaceutical alliances

Formal contracts are designed to manage the moral hazard issues and inherent risks that come with relationships between organizations. These contracts play an important role in nonequity international alliances, where greater cultural distance between the partners gives rise to more uncertainty in the relationship. At the same time, the contract is the outcome of a negotiation process, and this process is affected by the cultural distance between the partners. This article addresses whether cultural distance affects contract design and content. Rather than test an established model, we use an inductive approach to conduct a detailed empirical analysis of 135 two‐party international research‐and‐development contracts for clinical development in the biopharmaceutical industry. The results show that cultural distance wields complex effects on the contract and its content. They also indicate that a contract will be less detailed—with fewer monitoring clauses and a narrower definition of the collaborative scope—when the partnering firms operate in highly distant national cultures.     

Social values and female fashion leadership: A cross-cultural study

As international marketing activities grow in importance, researchers are paying increased attention to cultural differences in market segments. The present study examined the relative importance placed on social values by women fashion leaders compared with nonleaders in two samples, one from the U.S. and one from the United Kingdom. A self-report scale of fashion leadership was carefully validated for both samples and used to identify fashion leaders. As hypothesized, these consumers reported the value of excitement to be more important than nonleaders. This finding suggests that, at least where value appeals are used in fashion advertising, similar appeals stressing the excitement of new fashions may be suitable in both countries. © 1993 John Wiley & Sons, Inc.     

Leadership and culture in the MENA region: An analysis of the GLOBE project

This paper focuses on leadership and culture in the Middle East and North Africa (MENA) region, using data from the GLOBE Project. The results show that cultural practices are manifested by higher in-group collectivism and power distance, whilst cultural values are represented by a common desire for higher performance and future orientation. Examination of the leadership prototypes shows a preference for honest, just and inspirational leadership that encourages loyalty. Further examination of the leadership prototype using cluster analysis produced four sub-clusters of leadership profiles. These revealed the similarities and differences among the MENA region's leadership preferences. Opportunities for further research and implications for managers were discussed.     

The Relationship Between Psychic and Cultural Distance and Business Ethicality Attitudinal Values of Future Business Leaders

ABSTRACT

Psychic distance and cultural distance between countries are phenomena that can affect a company's entry strategy into foreign markets, as can differences in levels of business ethicality. The author examines the use of three measures of psychic and/or cultural distance (Brewer, 2007; Ellis, 2008; Fletcher & Bohn, 1998) and assesses the extent to which they are related to business ethicality values. A two-stage sampling design was used to survey undergraduate business students in 23 countries regarding their business-related ethics attitudes. This study had 13 countries in common with the Brewer (2007) and Fletcher and Bohn (1998) studies and 12 countries in common with Ellis (2008). Comparisons were made between the index values of the countries and their average scores on a scale of business ethicality by correlation analysis. Correlations were not statistically significant. The results suggest that none of the measures of distance examined is a good indicator of business ethicality and vice versa. Thus, one cannot assume a priori that a country that is culturally or psychically close to one's own country will have similar business ethicality values.     

A Comparison of Communications Practices Among Indian and U.S. Scientists and Engineers

ABSTRACT

An investigation of communication practices among U.S. (n s= 90) and Indian (n = 71) engineers and scientists employed in the aerospace industry revealed statistically significant differences between the two cultures. The differences may be attributed to Hofstede's (1980) cultural dimensions of individualism, uncertainty avoidance, and power distance; Hofstede and Bond's (1988) Confucian dynamism; and Hall's (1976) cultural context. Implications for practice address strategies to accommodate foreign cultures and to develop complementary approaches using the strengths of both cultures. Areas for future research are offered.     

Cultural Fit and the Choice of International Market Entry Scale of Chinese Firms

Previous research on how cultural distance impacts the choice of entry mode shows contradictory findings. This study uses a strategic fit perspective to examine the impact of distinct cultural factors as predictors of equity entry scale of Chinese firms. Findings from a sample of 667 Chinese firms demonstrate that the effects of cultural fit on equity entry scale vary across cultural dimensions. Whereas a collectivism cultural fit motivates Chinese investors to secure a high-equity entry scale in foreign firms, a lower power distance cultural fit (“misfit”) leads to higher entry involvement.     

Taste and nutrition: the uses and effectiveness of different advertising claims in women's magazine food advertisements

A multi-method study was conducted to examine different advertising claims in current food advertising and to determine the effectiveness of different advertising claims on females’ evaluative judgments of food advertisements. Content analysis results of 678 women's magazine food ads indicated functional food ads appeared to adopt nutrition appeals without taste claims and a combined use of nutrition appeals and taste claims, whereas hedonic food ads tended to use taste claims without nutrition appeals. Nevertheless, these food advertising practices were called into question by the results of two experiments, showing the combined use of nutrition appeals and taste claims was the most effective strategy for both hedonic and functional foods. However, for hedonic foods, advertisers need to include more congruent than extremely incongruent claims. Implications for food advertisers and policy-makers were discussed.     

Cultural constraints on the emergence of women as leaders

Women, who have historically been less represented than men in leadership positions, emerge as leaders in some societies more than others. Unlike previous cultural explanations for this effect (rooted in differences in values, practices, or gender roles), we argue that a culture's tightness – its strength of norms and social sanctions – can provoke a resistance to change practices that historically placed men in leadership positions. Tighter cultures will yield fewer women represented among top leadership positions. Moreover, cultural tightness moderates the degree to which egalitarian practices – where individuals from both genders are treated equally – lead women to emerge as leaders. Specifically, differences in egalitarian practices are more likely to predict the emergence of women as leaders among tight rather than loose cultures because such practices are more strongly implemented in tight than weak cultures. Analysis of publicly available data reveals some preliminary support for predictions. This research concludes that loose cultures will be more receptive to changing existing cultural practices, but that tight cultures are more successful in implementing and sustaining such changes.     

Managerial Values and Practices Sharing Common Cultural Heritage: A Comparison of Cultural Values in Hong Kong,Taiwan and the People's Republic of China

ABSTRACT

This paper explores managerial values and practices in three rapidly growing economies in Asia: Hong Kong, Taiwan, and the People's Republic of China. Differences and similarities in six cultural dimensions were investigated. Although participants in the present study share a common cultural heritage, their cultural values may be very different. Implications for cross-cultural research and practical applications are explored.     

国家文化距离对中国对外贸易的影响——基于31个国家和地区贸易数据的引力模型分析

随着国际贸易的不断发展,国家文化因素对它的影响作用逐渐得到重视。本文利用中国与31个国家和地区1995-2009年的贸易数据,引入Hofstede的国家文化维度建立中国对外贸易引力模型,研究国家文化距离对中国对外贸易的影响。研究显示,国家文化距离对中国贸易存在双重影响,作为整体变量,它对中国对外贸易有负面影响,作为组合变量,权力距离等几个维度对中国对外贸易有正面影响;此外,国家文化距离对中国进出口贸易的影响程度存在差异。     

Culture and Consumer Ethics

Disparity in consumer ethics reflects cultural variations; these are differences in the collective programming of the mind that distinguishes one culture from another. This study explores the differences in consumer ethics across cultural dimensions using Hofstede??s (in Culture??s consequences: international differences in work-related values, Sage, Beverly Hills, 1980) model (collectivism, masculinity, power distance, and uncertainty avoidance) and Muncy and Vitell (in J Bus Res 24(4):297?C311, 1992) consumer ethics model (i.e., illegal, active, passive, and no harm). This is the first study to empirically explore consumer ethics using these two major constructs. Seven hundred sixty one African American consumers were used to test the four major hypotheses developed in this study. Current research has revealed that there are significant differences in ethics between consumers who score high and consumers who score low on Hofstede??s four cultural dimensions. In general, this research revealed that consumers who score high on collectivism, high on uncertainty avoidance, low on masculinity, and low on power distance scales reject questionable activities more than consumers who score low on collectivism, low on uncertainty avoidance, high on masculinity, and high on power distance. This study should prove valuable to international marketers because the Hofstede cultural model allows managers to identify differences in consumer ethics across different cultures and thus provides a theoretical base for designing effective marketing strategies.     

The distinct influence of power distance perception and power distance values on customer satisfaction in response to loyalty programs

In today's fiercely competitive environment, firms are increasingly relying on loyalty programs to influence customers' repeat purchase behavior. However, little is known about how customers' cultural values shape their satisfaction in response to loyalty programs. Such knowledge is important because it allows marketers to identify cultural segments that may be more or less likely to respond favorably to loyalty programs, and hence increase the effectiveness of such programs. In the current research, we propose that power distance perception — defined as the extent to which people observe power disparities in society — positively influences satisfaction of customers who hold loyalty status, but negatively influences satisfaction of customers who do not hold loyalty status with a firm. In contrast, power distance values — defined as the extent to which people endorse power disparities in society — negatively influences satisfaction of customers who hold loyalty status, but positively influences satisfaction of customers who do not hold loyalty status with a firm. A quasi-field study and several lab experiments support these propositions, shed light on the underlying mechanisms, and rule out alternative explanations. Our findings also uncover several distinct tools that marketers could use to influence non-loyalty status and loyalty status customers' satisfaction with businesses.