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Should we take into account national culture as we develop our marketing product policy?

Author

Listed:
  • Vesselin Blagoev

    (International University College, Sofia)

  • Michael Minkov

    (International University College, Sofia)

Abstract

This article studies the association between national culture and innovation and whether this link should be taken into account when strategic marketing decision is made. We verified the hypothesis that a cultural map will be replicated in terms of an innovation index. We chose a recent cultural map of nations based on stable attitudes toward moral norms associated with the creation and destruction of life (divorce, homosexuality, prostitution, euthanasia, abortion, and suicide) as measured by the nationally representative World Values Survey, and national numbers of registered patents with the U.S. Patent ànd Trademark Office in the past three decades. We found a high degree of similarity between the cultural pattern and the chosen innovation index. Our results support previous studies that discuss associations between culture and innovation and have implications for international managers

Suggested Citation

  • Vesselin Blagoev & Michael Minkov, 2013. "Should we take into account national culture as we develop our marketing product policy?," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 3, pages 5-12, September.
    • Handle: RePEc:nwe:eajour:y:2013:i:3:p:5-12
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    References listed on IDEAS

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    1. Shane, Scott, 1993. "Cultural influences on national rates of innovation," Journal of Business Venturing, Elsevier, vol. 8(1), pages 59-73, January.
    2. Scott Shane, 1995. "Uncertainty Avoidance and the Preference for Innovation Championing Roles," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 26(1), pages 47-68, March.
    3. Shane, Scott A., 1992. "Why do some societies invent more than others?," Journal of Business Venturing, Elsevier, vol. 7(1), pages 29-46, January.
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    More about this item

    Keywords

    national culture; innovation; marketing product policy;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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