Applies Geert Hofstede's theory of cultural dimensions to marketing and management practices.
Written in 2009; 4,110 words; 17 sources; APA; $ 110.95
Paper Summary:
This paper explains Hofstede's cultural dimension theory and describes the dimensions, which measure constructs of power distance, individualism, individualistic society, masculinity and uncertainty avoidance. The paper points out that these cultural dimensions are a barometer of an organization's culture especially in multinational companies. The paper applies this theory to evaluating the marketing and management practices at Wal-Mart and Tesco.
Table of Contents;
Introduction
Shared Values Segmentation and Cultural Dimensions
Cultural Dimensions and Competitiveness
Pricing Strategies and Cultural Dimensions
Emergence of Cultural Intelligence and Trust as the Lasting Differentiator
Cultural Intelligence leading to Trust: The Foundation of Differentiation
Cultural Dimensions Leading to Values-Based Differentiation
Tesco's Retail Internationalization Process based on Cultural Intelligence
Quantifying Values as Differentiators: A Research Perspective
Attaining the role of Trusted Advisor in Served Markets
Conclusion
From the Paper:
"Overall, the research on organizational values suggests that a researcher must rely on the value expressions or enacted values of people and organizations. In essence, organizational values are reflected in organizational practices. Research in this area has been undertaken either through qualitative studies involving one or a few organizations or through quantitative, survey-based studies involving a larger number of organizations. In most cases, though, reviews have focused on content or text analysis to identify the espoused or desired values and on surveys to determine the enactment of those values."
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