2. Cross
Cultural
Analysis
(CCA)
“Methods by which international marketers
can compare and contrast consumer, market
and buyer behaviour across cultures and
countries” (Doole et al, 2012).
Helps to understand how people from
different cultures communicate, speak, and
see the world around them (Rugimbana et al,
2003).
Because cultures have huge impact on
consumer buying behaviour.
3. Hall’s high/low context
approach
• “One culture will be different from another if it
understands and communicates in different ways”
(Doole et al, 1999).
• Low context culture rely on explicit communication. In
UK, words are paid more attention than building
relationships.
• High context cultures rely on implicit communication
and emphasis on relationships in a business. In Korea,
words receive less attention than relationships,
mutual understandings and nonverbal body language
(Kim et al, 1998).
4. Wills’ Cross
Cultural
Diffusion/learning
Matrix (Doole, 2012)
Cultural diffusion is spread of cultural
beliefs and social activities from one group
of people to another around the world.
In combination with high/low context
theory, it looks at the degree to which
change, and innovation is accepted.
South Korea is high context/fast diffusion
whereas UK is low context/slow diffusion.
5. Hofstede’s
Cultural
Dimensions
(Doole, 2012)
Power Distance – How human inequality is dealt with in a society
Individualism/Collectivism – It describes the relationship between
an individual and his fellow individual in a society.
Uncertainty avoidance – How society deals with uncertainty about
the future and follow certain beliefs to try to avoid these.
Feminine/Masculine – it is about how society deals with behaviour
towards stereotypes related with males and females.
Time Orientation – How society links to its past when dealing with
the present and futures challenges.
Indulgent/Restrained - The extent to which people try to control
their desires and impulses based on their upbringings.
6. Hofstede’s Cultural Dimensions
• Highly Individualist
• Lower Power Distance
• Low Uncertainty
Avoidance
• Masculine society –
highly success oriented
and driven
• Time orientation –
Neutral
• Indulgent
• Highly Collectivist
• High Power Distance
• High Uncertainty
Avoidance
• Feminine society - work
to live rather than live
to work
• Time Orientation –
Long term
• Restrained
United Kingdom South Korea
7. Power Distance Individualism Uncertainty Avoidance Masculinity Time Orientation Indulgence
United Kingdom 35 89 35 66 51 69
South Korea 60 18 85 39 100 29
0
20
40
60
80
100
120
Hofstede's Cultural Dimensions
United Kingdom South Korea
(Hofstede Insights, 2018)
8. References
Doole, I. and Lowe, R. (2012). International marketing strategy. 6th ed.
Andover: Cengage Learning.
Hofstede Insights. (2018). United Kingdom - Hofstede Insights. [online]
Available at: https://www.hofstede-insights.com/country/the-uk/
[Accessed 19 Oct. 2018].
Kim, D., Pan, Y. and Park, H. (1998). High-versus low-Context culture: A
comparison of Chinese, Korean, and American cultures. Psychology and
Marketing, [online] 15(6), pp. 507-521. Available at:
https://doi.org/10.1002/(SICI)1520-6793(199809)15:6%3C507::AID-
MAR2%3E3.0.CO;2-A [Accessed 19 Oct. 2018].
Rugimbana, R. and Nwankwo, S. (2003). Cross-cultural marketing. 1st
ed. London: Thomson.
Editor's Notes
Societal cultures are a key and inescapable part of the external environment for all organizations and thus must be considered when designing and executing organizational strategies.
It compares various psychological, sociological, or cultural factors in order to assess the similarities or diversities occurring in two or more different cultures or societies.
Attention focuses more on what is said than relationships. Receiver is expected to decode the message accurately to gain understanding of the intended message.
It involves interpreting the elements surrounding the message to develop an understanding of the message.
It is about people adaption of one’s culture. It is not about how quick or slow you adopt change. It’s about how likely you are. If we think about ocado as an example, Korean people are more likely to accept it because they are prone and used to change and development. Whereas, if that happened in UK, people would accept and adopt that change very quick because they aren’t willing to change their routine and would prefer Tesco or Asda etc…
South Korean culture evolves around tradition, rules and social code. They value security n are very punctual.
UK society tends to value competition, achievement and success and place less value on attributes such as getting on well with others, being modest, and measures such as quality of life. People tend to value their career and are comfortable expressing ambition.
