Why marketers need a new concept of culture for the global knowledge economy
Abstract
Marketers are berated for their dependence on Hofstede and his concept of culture which stems from nineteenth century anthropology. International marketing studies need a new approach to culture, which is consistent with the workings of the global knowledge economy. It is argued that it is no longer satisfactory to associate culture with markets perceived as national aggregates of characteristics. Rather culture is seen as a knowledge resource waiting to be discovered in marketing relationships and clusters of affinity. A five‐point scheme for the foundation of a new approach to culture is presented.
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Hall's work is also popular in international and cross-cultural marketing research, albeit to a lesser degree than Hofstede's.
“The same, albeit to a lesser degree, holds true for Hall's work.”
From Culture and Internet Consumption: Contributions from Cross-Cultural Marketing and Advertising Research (2005) · cites this paper as Holden, 2004
Hofstede's work is widely accepted in international and cross-cultural marketing research, or perhaps all too blindly followed.
“A first look into the body of international and cross-cultural marketing research reveals the great popularity of Hofstede's work, implying that the concept of culture represented by his theoretical model is widely accepted in this field-or perhaps, as critics say, ''all too blindly followed'' (Holden, 2004).”
From Culture and Internet Consumption: Contributions from Cross-Cultural Marketing and Advertising Research (2005) · cites this paper as Holden, 2004
Cites
Does culture explain acceptance of new products in a country?: An empirical investigation
Yeniyurt, S., & Townsend, J. D. (2003) · International Marketing Review · doi:10.1108/02651330310485153 · Cited by 302 · see citing works
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Hermeking, M. (2005) · Journal of Computer-Mediated Communication · doi:10.1111/j.1083-6101.2006.tb00310.x · Cited by 193 · see citing works
Al Kailani, M., & Kumar, R. (2011) · International Journal of Business and Management · doi:10.5539/ijbm.v6n5p76 · Cited by 135 · see citing works
- Authors
- Holden, N.
- Affiliations
- Nottingham Trent University (GB)
- Corresponding author
- Holden, Nigel
- Venue
- International Marketing Review
- Publisher
- Emerald
- Published
- 2004-12-01
- Volume
- 21
- Issue
- 6
- Pages
- 563-572
- ISSN
- 0265-1335 (ISSN-L)
- OpenAlex
- W2000706112
- Cited by
- 74
- References
- 1
- Citations by year
- 2026: 1 · 2025: 1 · 2024: 1 · 2023: 1 · 2022: 1 · 2021: 2 · 2020: 5 · 2019: 3 · 2018: 6 · 2017: 1 · 2016: 4 · 2015: 5 · 2014: 3 · 2013: 7 · 2012: 4
- FWCI
- 4.81
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Marketing Review (publishedVersion)
- CLOK (University of Central Lancashire) (submittedVersion)
- Nottingham Trent University's Institutional Repository (Nottingham Trent Repository) (submittedVersion)
- Topics
- Social Sciences › Psychology › Social Psychology › Cultural Differences and Values
- Social Sciences › Anthropology › Global and Cross-Cultural Management
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- culture, Hofstede, international marketing, global knowledge economy, cultural dimensions, marketing relationships, knowledge resources, national culture
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