Cultural Distance: How is it defined, how is it measured, and what is its relevance to international marketers?
Cultural Distance: How is it defined, how is it measured, and what is its relevance to international marketers?
摘要
This essay analyses the meaning of culture and in particular aims at reviewing different tools to measure differences between cultures — the so-called cultural distance. Two major tools are considered in detail: Hall's High Vs Low context culture(1977) and Hofstede's Five Cultural Dimensions(1991). The conclusion of this essay draws on the weaknesses of existing systems and suggests the introduction of a‘cultural distance segmentation'that would change global companies' tendency of uniformity in their messages to a more adaptive message amongst different cultures.
This essay analyses the meaning of culture and in particular aims at reviewing different tools to measure differences between cultures — the so-called cultural distance. Two major tools are considered in detail: Hall's High Vs Low context culture(1977) and Hofstede's Five Cultural Dimensions(1991). The conclusion of this essay draws on the weaknesses of existing systems and suggests the introduction of a‘cultural distance segmentation'that would change global companies' tendency of uniformity in their messages to a more adaptive message amongst different cultures.
出处
《海外英语》
2015年第4期230-232,共3页
Overseas English
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