MEASUREMENTS OF CULTURAL ASPECTS: THEORY OF CROSS-CULTURAL DIFFERENCES OF HERERT HOFSTEDE

Asadulaev A. Ð’. () and Baltykov B. O. ()
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Asadulaev A. Ð’.: St. Petersburg State University
Baltykov B. O.: The Russian State Hydrometeorological University

Annals of marketing-mba, 2020, vol. 2

Abstract: Marketing in the global economy requires informed decisions. This balance is achieved by researching national cultures, which allows the company to improve its strategy. The article shows the advantages of the theory of cross-cultural differences Hofstede over the triangle of Lewis cultures, considers the dimensions of the culture of the theory of Geert Hofstede and their use in the process of marketing communications.

Keywords: theory of cross-cultural differences G. Hofstede; distance of power; the desire to avoid uncertainty; individualism-collectivism; masculinity-femininity; long-term-short-term orientation; condescension against restraint. (search for similar items in EconPapers)
JEL-codes: M14 O57 P43 (search for similar items in EconPapers)
Date: 2020
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