Effects of Cultural Variations on Customer Acquisitions

Globalization in Industrial Trade 2

Market Globalization and the Internet 3

2. REVIEW OF RELATED LITERATURE 10

Introduction to the Literature Review 10

Hofstede National Cultural Model 10

Representations in the Hofstede Model 24

Changing Nature of Consumer Marketing 42

Responding to changes in Markets 43

Research Objective and Questions 50

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level of a culture. Values are broad feelings, "often unconscious and not open to discussion, about what is good and what is bad, clean or dirty, beautiful or ugly, rational or irrational, normal or abnormal, natural or paradoxical, decent or indecent" (Hofstede, 1994, p. 13). Such feelings are present in the majority of the members of a culture, or "at least in those persons who occupy pivotal positions" (Hofstede, 1994, p. 14). Nationality and gender are involuntary attributes. "Occupational choice is partly voluntary (dependent on the society and family); it leads to choice of schools, and at school we are socialized to the values and the practices of our chosen occupation. When we enter a work environment, we are usually young or not-so-young adults, with most of our values firmly entrenched, but we will become socialized to the practices of our new work environment" (Hofstede, 1994, p. 14). National cultures differ primarily at the level of basic values, while occupational and organizational cultures differ more superficially in their symbols, heroes and rituals (Hofstede, 1994). Validity of the Hofstede Model Hofstede's findings have been replicated well in excess of 60 times by other researchers according to Sonderg
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Some common words found in the essay are:
According Hofstede, Park Srinivasan, Model Control, Equity Brand, Aaker Biel, Values Symbols, Bond Smith, Ruble Donthu, Consumer Marketing, According Merritt, brand equity, transnational branding, power distance, uncertainty avoidance, merritt 1997, transnational branding strategies, branding strategies, brand loyalty, cultural variations, hofstede 1984, roth 1995, tide soap product, power distance cultures, belief systems cultural, systems cultural mores,
Approximate Word count = 9372
Approximate Pages = 37 (250 words per page)