ITM Master 3. Sem.
8103: International Management III

 Reflexive Considerations of Culture Theories in Global Marketing

Cheryl Nakata

Aim: Role of Culture in Global Marketing not well understood because of Hofstede dominance

Method: Analysing Social Sciences Writings

Ontology – essential attributes of culture, way of making sense of the world

Epistomology – Way in which (cultural) knowledge is produced

According to Hofstede, Hall, Triandis four ontological traits

- Culture is cognitive -> overestimating the power of thought

-  Culture is bounded -> underestimating the problems connected with the notion of nation as “primary cultural container”

- Culture is immutable -> underestimated the speed and width of change

-  Culture is coherent and unified -> underestimating the parodixical character of culture

Epistemological structures

Idealist-superorganic epistemological structure (p. 254) -> reification (Verdinglichung)

Realist-organic epistemology (p. 256) -> organic, observable, existence of subcultures acknowledged. “people are culture makers”

Epistemological philosophy

Four basic assumptions in Hofstede/Hall/Triandis:

-          Knowledge is objective and rational

-          A single reality or truth exists

-          Universal laws are applicable

-          Progress of knowledge based on scientific methods alone

These tenets (beliefs) based on modernism / enlightenment (Descartes, Marx, Voltaire)

18.-20. c.

Challenged by postmodernism (Derrida, Foucoult, Barthes, Baudrilland, Bourdieu)

Late 20. c. - now

 - Reality is socially constructed

 - No fixed/superior ontology

 - Fragmentation acknowledged

 - Frenetic adaptation to changing conditions

Nakata: Culture theories can be grouped into A and B for Ontology, E. Structure and E. philosophy. p. 261

Most common theories are all AA ("Pure A") theories, narrow conceptual base.

BB ("Pure B") theories almost never used until now in marketing/management

Consequence: Different forms (pure and hybrid) should be all actively and concurrently be used.

Examples for application:

Development of MNCs using Trompenaars Universalism - Particularism

Marketing strategies using Culture "Tool Box" f.i. for multioptional customers

Hybrid forms to understand consumer behaviour f.i. Overseas Chinese consumers between traditional frugality and postmodern consumerism

CONCLUSION:

Traverse a broader, richer theoretical terrain, employing a variety of cultural frameworks.

  Contact: Prof. Dr. Wolfgang Georg Arlt FRGS
Bachelor and Master Program International Tourism Management
arlt@fh-westkueste.de, Office 2.018, Tel. 0481 8555-513
Consultation hours (during lecture period): Friday 10.00 - 11.00 h