Critical issues in the Hofstede and GLOBE national culture models

Venaik, Sunil and Brewer, Paul (2013) Critical issues in the Hofstede and GLOBE national culture models. International Marketing Review, 30 5: 469-482. doi:10.1108/IMR-03-2013-0058

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Author Venaik, Sunil
Brewer, Paul
Title Critical issues in the Hofstede and GLOBE national culture models
Journal name International Marketing Review   Check publisher's open access policy
ISSN 0265-1335
1758-6763
Publication date 2013-01
Year available 2013
Sub-type Article (original research)
DOI 10.1108/IMR-03-2013-0058
Open Access Status File (Author Post-print)
Volume 30
Issue 5
Start page 469
End page 482
Total pages 14
Place of publication Bingley, W Yorks, United Kingdom
Publisher Emerald Group Publishing Ltd.
Collection year 2014
Language eng
Formatted abstract
Purpose: The purpose of this paper is to clarify critical issues underlying the national culture dimensions of Hofstede and GLOBE, demonstrating their irrelevance to international marketing decision-making.

Design/methodology/approach
: In-depth discussion of the theoretical and empirical logic underlying the national culture dimension scales and scores.

Findings:
Hofstede and GLOBE national culture scores are averages of items that are unrelated and which do not form a valid and reliable scale for the culture dimensions at the level of individuals or organizations. Hence these scores cannot be used to characterize individuals or sub-groups within countries. The national culture dimension scores are therefore of doubtful use for marketing management that is concerned with individual-and segment-level consumer behavior.

Research limitations/implications: Researchers should be cautious in using the Hofstede and GLOBE national culture dimension scores for analysis at the level of individuals and organizations.

Practical implications:
Hofstede and GLOBE dimension scores should not be used to infer individual/managerial and group/organizational level behavior and preferences.

Originality/value:
The paper follows a recent paper in IMR which was the first to discuss the common misunderstanding of the Hofstede and GLOBE national culture scales and scores, and their misapplication at the level of individuals and organizations by scholars and practitioners. Here we further expand and clarify the issues.
Keyword Culture
International marketing
Dimensions
Misuse
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2014 Collection
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 9 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 10 times in Scopus Article | Citations
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