On the misuse of national culture dimensions

Brewer, Paul and Venaik, Sunil (2012) On the misuse of national culture dimensions. International Marketing Review, 29 6: 673-683. doi:10.1108/02651331211277991

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Author Brewer, Paul
Venaik, Sunil
Title On the misuse of national culture dimensions
Journal name International Marketing Review   Check publisher's open access policy
ISSN 0265-1335
1758-6763
Publication date 2012
Sub-type Article (original research)
DOI 10.1108/02651331211277991
Open Access Status File (Author Post-print)
Volume 29
Issue 6
Start page 673
End page 683
Total pages 11
Place of publication Bingley, W Yorks, United Kingdom
Publisher Emerald
Collection year 2013
Language eng
Formatted abstract

Purpose: The purpose of this paper is to highlight the ongoing misapplication of the Hofstede and GLOBE national culture dimensions at the individual level of analysis in both research and teaching. It provides suggestions as to how these national level constructs might be used in analysis and the challenges such use presents to researchers.

Design/methodology/approach: The methodology used by Hofstede and GLOBE in their calculation of national culture dimensions is discussed together with the implications.

Findings: The consequences of the national nature of the Hofstede and GLOBE national culture dimensions are that the dimensions do not exist at the individual level. The paper explains why, in spite of this, the dimensions continue to be misapplied to individuals.

Practical implications: There are important implications for practitioners. The cultural assumptions often made about individuals in different countries based on the Hofstede and GLOBE dimension scores are invalid. Practitioners should not use national culture dimension scores in individual-level culture related decision making.

Originality/value: The paper is the first that is focused on the invalid projection of national culture dimensions onto individuals and which highlights the origins and the ongoing nature of this problem.
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2013 Collection
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 16 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 19 times in Scopus Article | Citations
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Created: Wed, 24 Oct 2012, 15:58:49 EST by Karen Morgan on behalf of UQ Business School