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The common threads of national cultures

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  • Venaik, Sunil
  • Brewer, Paul

Abstract

Culture related research in international marketing focusses largely on cultural relativism, that is, on cultural differences between countries. It examines the implications of national culture differences and how to manage the differences while doing business across national borders. These discussions are either framed within the emic versus etic debate, or under the rubric of national culture dimensions. Our paper addresses the equally important but largely ignored question of cultural universalism, that is, how nations are culturally similar. Using the GLOBE national culture dimensions data, we find significant similarities among the GLOBE nations. Our paper contributes to the cultural relativism versus universalism debate, and extends marketing theory with a “universal culture” approach that we believe can enhance understanding and cooperation among international business managers. Overall, our findings have important implications for scholars and practitioners.

Suggested Citation

  • Venaik, Sunil & Brewer, Paul, 2015. "The common threads of national cultures," Australasian marketing journal, Elsevier, vol. 23(1), pages 75-85.
    • Handle: RePEc:eee:aumajo:v:23:y:2015:i:1:p:75-85
    DOI: 10.1016/j.ausmj.2014.12.001
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    References listed on IDEAS

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    1. Sunil Venaik & Paul Brewer, 2010. "Avoiding uncertainty in Hofstede and GLOBE," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 41(8), pages 1294-1315, October.
    2. Catherine L. Mann & Jacob Funk Kirkegaard, 2006. "Accelerating the Globalization of America: The Role for Information Technology," Peterson Institute Press: All Books, Peterson Institute for International Economics, number 3900, April.
    3. Kwok Leung & Rabi S Bhagat & Nancy R Buchan & Miriam Erez & Cristina B Gibson, 2005. "Culture and international business: recent advances and their implications for future research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 36(4), pages 357-378, July.
    4. Paul Brewer & Sunil Venaik, 2011. "Individualism–Collectivism in Hofstede and GLOBE," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 42(3), pages 436-445, April.
    5. Kongsompong, Kritika & Green, Robert T. & Patterson, Paul G., 2009. "Collectivism and social influence in the buying decision: A four-country study of inter- and intra-national differences," Australasian marketing journal, Elsevier, vol. 17(3), pages 142-149.
    6. Paul Brewer & Sunil Venaik, 2010. "GLOBE practices and values: A case of diminishing marginal utility?," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 41(8), pages 1316-1324, October.
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