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Revisiting cultures’ consequences in international marketing studies

Ana Maria Soares
한국마케팅과학회 (Korean Scholars of Marketing Science)|2018.03|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제28권 제2호|pp. 214-220|DOI https://doi.org/10.1080/21639159.2018.1434807

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참고문헌

키워드

culture文化Hofstede影响Consequencesemicetic主位客位霍夫斯泰德
주제분류경영학

초록

This commentary revisits Hofstede’s “dimensions of culture in international marketing studies” paper on approaches to conceptualizing and operationalizing culture in marketing studies. Selected key questions in conducting cross-cultural studies are discussed in light of some of the recent contributions and developments in cross-cultural assessment. The study here argues that emic rather than etic studies may contribute for a more balanced view of culture and cultural influence.

Abstract

This commentary revisits Hofstede’s “dimensions of culture in international marketing studies” paper on approaches to conceptualizing and operationalizing culture in marketing studies. Selected key questions in conducting cross-cultural studies are discussed in light of some of the recent contributions and developments in cross-cultural assessment. The study here argues that emic rather than etic studies may contribute for a more balanced view of culture and cultural influence.

참고문헌 (19)

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