A Comparative Study of Chinese and American Corporate Image Construction from the Perspective of Hofstede’s Cultural Dimensions Theory ï¼ Taking Huawei and Apple as Examples

Yuanxia Ye and Nannan Yan
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Yuanxia Ye: School of Foreign Languages, Huainan Normal University, Huainan, Anhui, China
Nannan Yan: School of Foreign Languages, Huainan Normal University, Huainan, Anhui, China

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 7, 142-155

Abstract: In the wave of globalization, more enterprises are carrying out internationalization strategies to enter foreign markets. By leveraging cultural differences, companies can effectively build their corporate image, enhancing consumer trust and gaining a competitive edge. In cross-cultural research, Hofstede’s cultural dimensions theory has been widely used, providing a theoretical framework for comprehensively understanding and comparing the cultural differences of different countries. This paper analysed and measured cultural dimensions, using case study and comparative research methods to compare Huawei’s and Apple’s corporate image construction strategies in depth, and then applied Hofstede’s cultural dimensions theoretical perspective to further explore the similarities and differences in how companies construct their corporate images in various cultures, as well as the underlying reasons for these differences. The findings of this research can guide companies to better understand and adapt to local cultural characteristics when conducting business in different countries. By refining their corporate strategies and establishing a positive corporate culture, businesses can enhance their development and success on the international stage.

Date: 2024
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