Description
Part 1 (4-5 Pages)
Prepare and research the following information about Hofstede cultural dimensions (Refer to Paper A attached.) and answer the following questions:
- Explain Hofstede cultural framework application to international marketing and global branding?
- Explain Hofstede cultural framework application to consumer behavior?
- Provide some advantages and disadvantages of being influenced by cultural differences.
- Based on your research and what you have learned from Hofstede cultural framework, suggest a possible dissertation topic?
This paper needs to include how useful your analysis is in terms of helping you understand Hofstede cultural dimensions application to international marketing strategy and consumer behavior.
Provide your explanations and definitions in detail and be precise. Comment on your findings. Provide references for content when necessary. Provide your work in detail and explain in your own words. Support your statements with peer-reviewed in-text citation(s) and reference(s).
Part 2 (1-2 Pages)
Research eight (8) peer-reviewed articles that can be used to answer part 1 of this assignment. Your discussion should summarize the articles in such a way that it can justify any arguments you may present in part 1 and should be different from the abstract. In addition to your researched peer-reviewed article, you must include an example of the article researched as it is applied by industry (company, business entity, and so forth).
Do these in order:
- In correct APA 7 format, write the Reference of the article.
- Clearly state what the article is about and its purpose.
- Describe how you will use it for the part 1 of this assignment.
- Repeat for a total of eight (8) peer-reviewed sources.
Explanation & Answer
Attached.
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Cultural differences: Hofstede Models
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Hofstede Cultural Framework
Hofstede’s Cultural models explain patterns of fundamental issues that influence the
functioning of different individuals and groups. Such issues are based on connection to authority,
the idea of self-such as ego identity, and core dilemmas of conflicts. These basic issues can be
identified in the Hofstede model, and many other studies have similar findings. The main reason
why most scholars incline on Hofstede models is because of the broad scope covered by the
research and the simplicity of his dimensions (Salman & Jorma, 2017). The dimensions are
presented in a straightforward ad appealing way for business people and academic researchers.
The impact of international marketing and branding is mostly determined by the target groups'
cognitive or mental processes. Such factors include how the language influences their thinking,
how they think, how they see their worldview, communication, and learning. Examples of these
processes include categorization, information processing, and abstract versus concrete thinking.
Application of Hofstede Cultural Framework to Marketing and Branding
Individualist cultures brands are created by adding abstract personality traits or values to
the products. On the other hand, the groups that fall under the collectivistic cultures are more
focused on concrete product characteristics since they are less conceptual thinking. Where the
situation and context are essential, individualistic cultures tend to discuss it while collectivistic
cultures find it too abstract. Japan is an excellent example of countries where most people are
collectivistic, while most Americans are individualistic (Koichi et al., 2018). In this case,
American companies mainly focus on developing products with unique characteristics, while
Japanese companies usually emphasize the corporate brand. Therefore, in Korea and Japan, the
companies' advertisements comprise its logo more frequently to attract more customers. On the
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other hand, American and German companies' advertisements are focused on the product's
features.
The manner through which people categories objects and other people varies with
collectivism-individualism. Individualists are known to categorize products according to
properties and rules. Concerning collectivist cultures, they tend to focus on relationships that
exist between different objects. For instance, Canadian children are likely to group items that
share the same category, while Chinese children would place the items together that seem to
share a relationship. These kinds of findings interpret variation of acceptance of brand
extensions. In that case, collectiveness views the original brand in the form of overall trust in or
reputation of a particular company. Concerning individualists, they view a brand extension of
different categories of the product but not the whole company (Salman, & Jorma, 2017).
Therefore, collectivistic culture prefers a higher degree of brand extension matching the
categories of products far from those connected with the company than individualists' case.
Concerning information processing, individualism tends to differ from collectivism. In
higher power distance or collectivistic cultures, the consumers will obtain information more
through suggested, interpersonal communication and base the purchasing decision more on trust
and feelings towards the company. In contrast, individualists of l...
