The GLOBE study — applicability of a new typology of cultural dimensions for cross-cultural marketing and advertising research

Abstract

One important area of cross-cultural research identifies sets of cultural values useful in describing cultures. Resulting frameworks outline a number of cultural dimensions that attempt to explain a significant portion of country-tocountry variance. This article highlights four such frameworks. The first is Hofstede’s typology of cultural values, by far the most prominent approach to cultural dimensions in marketing and advertising research. Next, two less frequently applied frameworks are presented: Schwartz’s cultural values, and Inglehart’s World Values Survey. Finally, a new, alternative cultural framework — entitled GLOBE (House et al. 2004) - is examined. Drawn from organizational and management science, GLOBE outlines nine cultural dimensions and differentiates between societal values and societal practices. The GLOBE dimensions are briefly described and their applicability to marketing and advertising is addressed.

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