The common threads of national cultures

Venaik, Sunil and Brewer, Paul (2015) The common threads of national cultures. Australasian Marketing Journal, 23 1: 75-85. doi:10.1016/j.ausmj.2014.12.001

Author Venaik, Sunil
Brewer, Paul
Title The common threads of national cultures
Journal name Australasian Marketing Journal
ISSN 1441-3582
Publication date 2015-02-01
Year available 2014
Sub-type Article (original research)
DOI 10.1016/j.ausmj.2014.12.001
Volume 23
Issue 1
Start page 75
End page 85
Total pages 11
Place of publication Oxford, United Kingdom
Publisher Elsevier
Language eng
Abstract Culture related research in international marketing focusses largely on cultural relativism, that is, on cultural differences between countries. It examines the implications of national culture differences and how to manage the differences while doing business across national borders. These discussions are either framed within the emic versus etic debate, or under the rubric of national culture dimensions. Our paper addresses the equally important but largely ignored question of cultural universalism, that is, how nations are culturally similar. Using the GLOBE national culture dimensions data, we find significant similarities among the GLOBE nations. Our paper contributes to the cultural relativism versus universalism debate, and extends marketing theory with a “universal culture” approach that we believe can enhance understanding and cooperation among international business managers. Overall, our findings have important implications for scholars and practitioners.
Keyword Universal culture
National culture
GLOBE study
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Published online 24 December 2014

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2015 Collection
UQ Business School Publications
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Created: Fri, 27 Mar 2015, 23:01:27 EST by Karen Morgan on behalf of UQ Business School