The Marketing Segment Of The Discipline

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Cultural Distance is presumably measured by “the extent to which different cultures are similar or different” (Shenkar, 2001). This construct is now widely used and applied to most business organisation disciplines, such as, management, finance, marketing, and accounting. However, to better explain the impact on global marketing operations, this essay will focus on the marketing segment of the discipline. The study of cultural distance has been used to innovate and transform organisations into foreign expansions and technology transfer (Gomez-Mejia & Palich, 1997). Besides, looking at culture by itself, it is a complicated term to understand. It is seen as a woolly concept , almost impossible to observe and ‘measure’ (Tayeb, 2000c); by…show more content…
House from New Mexico State University creating a model called the Global Leadership and Organisational Behaviour Effectiveness (GLOBE) project. Hofstede went on by defining cultural distance as “the collective programming of the mind distinguishing the members of one group or category of people from another” (Hofstede, 2001). By breaking down this definition, Hofstede is categorising ethnicities, religions, occupations, genders, and even organisations and saying that their beliefs and values are influenced by those factors. With the changes happening in the world, each researcher’s model can be questioned due to cross-culture. So having to recognise the strengths and weaknesses of each model would give a better understanding of what model can be used to better to one’s company. However, each model stands alone yet has some similarities that would be discussed furthermore in this essay.
Hofstede’s theory has much strength associated with it when it comes to measuring the cultural gap. Such as it was the first and most successful attempt to gather information on cultural differences, the following models after Hofstede’s were derived from his research, and the dimensions are very relevant to international managers making it a practical model. Also, Hofstede’s research proves that the only difference between staffs of different nationality is their culture (Mead, 1999; Mendenhall,
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