Department of Marketing

Title

A RE-INQUIRY OF HOFSTEDE'S CULTURAL DIMENSIONS: A CALL FOR 21st CENTURY CROSS-CULTURAL RESEARCH.

Document Type

Article

Publication Date

Fall 2008

Abstract

Given the impact of Hofstede's Cultural Dimensions over the past quarter of a century, many scholars and practitioners have utilized these dimensions. However, numerous researchers have questioned his methodology, while others misused the dimensions in terms of the original purpose. Yet surprisingly, very few studies have performed an exact replication. This study summarizes Hofstede's work and critiques his crass-cultural model. In order to test Hofstede's constructs on different populations, three quantitative analyses were performed using domestic U.S., Asian, and Australian samples. This study found serious problems with Hofstede's factor structure. Additionally, the study suggests the need for re-examining the cultural dimensions within the global information based context of the early 21st century. This is not meant to criticize Hofstede, but instead to pinpoint fallacies to enable researchers to build from his work in more appropriate directions.

Volume

18