Cross-Cultural Analysis - Traditional Techniques in the 21st Century

This report discusses the relevance of traditional cross-cultural analysis techniques in the 21st century. It explores key perspectives of techniques such as Hofstede, Hall, and Trompenaars. The report also compares these approaches and highlights their suitability for research and marketing purposes. The relevance of cross-cultural analysis in developing effective marketing strategies for expanding businesses is emphasized.

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Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1) Key perspectives of traditional CCA techniques...............................................................1
TASK 2............................................................................................................................................2
2) Comparison of key perspectives........................................................................................2
TASK 3............................................................................................................................................4
3) Relevance and Conclusion.................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Cross culture recognise differences between the business people of various backgrounds
and nations (Al Sayah and et. al., 2013). This given report is based on Tesco that deals in retail
sector and has its headquarters in United Kingdom. This company is going to establish its
business in Brazil. Thus, the report will take into account the differences prevailing between the
cultures of UK and Brazil. This present report is going to discuss about key perspectives of
different traditional CCA techniques.
TOPIC: “Cross-Cultural Analysis – are traditional techniques such as Hofstede, Wills et al,
Hall and Hall, Trompenaars still relevant in the 21st Century?”
TASK 1
1) Key perspectives of traditional CCA techniques
Cross cultural analysis described as data use which collected from anthropologists that
concerned customs as well as characteristics of the various people throughout world for test the
hypothesis concerning the human behaviour. It is necessary for all business organizations that are
planning to expand business through marketing over cultures in the new countries. There are
different cross cultural analysis techniques which need to include before gaining access in to
foreign nation (Berry and Dasen, 2019). Different techniques are given below:
Hofstede Culture Model
It is framework for the cross- cultural communication that developed through Geert
Hofstede. This model has six dimensions and they represent independent preferences for single
state of the affairs over other that differentiate the countries from another. Various dimensions of
Hofstede Culture Model mention below:
Power distance index (PDI)- This expresses degree to which less powerful members of
the society accept and also expect that the power is unequally distributed. In this, main issue is
that society handles the inequalities between people.
Uncertainty avoidance index (UAI)- This dimension expresses degree to which society
members feel more uncomfortable with ambiguity and uncertainty. It considers various attitudes
to the risk taking among countries (Davidov and et. al., 2012).
Indulgence versus Restraint (IVR)- Indulgence is for society that permits free
gratification of basic as well as natural human drives in order to enjoy life. On the other hand,

Restraint is related to society that helps in suppresses the gratification of requirements and also
regulated this through social norms.
Long term orientation versus Short term normative orientation (LTO)- Each society
maintains some connection with own past while dealing with challenges of present and future. In
this, societies prioritize low existence goals in different manner. The societies which score low
prefer to maintain norms and traditions while change in society.
Hall's Iceberg Concept of Culture
According to this model, it is effective for those companies which intent to be analyse
culture according to few factors as it differentiate each cultural factor in low and high context.
People coming from different culture are more liable to miscommunication that can lead to
differentiate between participants and culture (Davidov and et. al., 2018). In addition to this,
factors are overtness of language, messages etc. These all the factors are to be examined through
marketer on low and high categories. In high context, there is non- verbal communication and
the rules are considered for granted. In context to low, there is verbal communication and this is
less confusing and rules are properly followed.
This kind of technique for analysing cross culture has main perspective that rules are
understandable or not. There is not in situation and not viable in the 21st century.
Trompenaars Cross Cultural Analysis
This model is suitable for researcher and marketer that intend to research large Cultural
region like continent. It has seven different dimensions which are set in a manner that assess in
differentiating among culture of low big regions. This model helps in know about the cultural
differences which underlying between home and the host country to come up with the marketing
practices. It is helpful in reaching at marketplace of company in an effective way. Difference in
the culture can be measured through its different dimensions and begins to differentiate among
the demographic regions (Epstein, Santo and Guillemin, 2015).
TASK 2
2) Comparison of key perspectives
The three different approaches have been discussed such as Hofstede's Culture Model,
Hall's Iceberg Concept of Culture, Trompenaars Cross Cultural Analysis. These all are having

some components which giving proper assistance to business and also understanding the factors
related to culture of the foreign country.
Basis Hofstede Hall and Hall Trompenaars
Dimensions
/ factors
Under this technique,
dimensions help to
examine cultural
differences among two
different nations
(Golhasani-Keshtanand
and et. al., 2013). The
above-mentioned
dimensions studied are
MAS, UAI, PDI, IDV
and LTO. Analysis of all
of these dimensions
cross cultural
preferences as well as
acceptance.
Under this technique,
factors can help
marketers to examine
the reason behind
nation-wide cultural
differences. Factors
underlying this method
are time flexibility,
people bonds, reaction
expression, etc. All
these considerations are
ascertained when they
are related to the low or
high context culture
through which it is
possible to determine
the strictness of
regulations in the
nations.
In this technique,
dimension is set to
assist in examining the
culture of two different
regions that are
demographically big
and at many levels are
different. All its seven
dimensions are
discussed above,
determining the
relationship and also
trust expression in two
regions among people
(Kaynak and Herbig,
2014).
Key
perspectives
The main key
perspective of this
model is that people of
each nation has their
preference and
acceptance level against
the power distribution
(Matsumoto and Van de
Vijver, 2012).
This model has key
perspective that stated
nation can have either
low or high context
culture and there is no
among this.
Only regions and
nations which varied
from each other can
have the cross culture
differences is main
perspectives.

Suitability It is suitable for
company unless their
requirement is to
conduct the superficial
research.
It is effective for the
small research where
there is no deep
understanding and
knowledge is needed
through marketers.
This model is
beneficial for the
marketers that aim is to
gather information
regarding two various
regions which are
different from the each
other (Moriano and et.
al., 2012).
In above table, there is a comparison of different Cross-cultural analysis techniques
which are varied from the each other. These all techniques help to marketers to analyse the
approach the culture and also differentiate in them effectively (Wong, Wong and Ishiyama,
2013).
TASK 3
3) Relevance and Conclusion
Cross-cultural analysis is most necessary concept that requires to be applied through
business firms with view to acquiring the knowledge as well as understanding of different
aspects relevant to the country. With the aid of new technological developments, world is
becoming "large village" in the today's scenario. The main task is to acquire the knowledge
concerned with the other aspects of the prevailing culture in country. It will assist in the
development of different marketing strategies in order to gain the access to foreign location.
Thus, it is essential for TESCO to take into account the differences prevailing between the
cultures of Brazil and UK. Hofstede analyses of both the nations are given below:-
UK: This nation scores low on PDI which implies that the population in this country
possesses the belief that inequalities must be reduced. Further, UK scores high on individualism
which implies that people of this nation are more focussed on themselves and their family and
less on the community. Having a score of 66, UK is a masculine country, implying that the
people of this nation tend to focus upon rivalry and accomplishment. Scoring low in terms of
UAI, the people of respective nation are acknowledged to be comfortable with uncertainties and

are thus willing to take risks. Maintaining a score of 51 in terms of orientation, it can be analysed
that people of this nation maintain a balance between past and present & future challenges.
Further, a score of 69 indicates that UK has an indulgent culture. This implies that people of this
nation exercise willingness to incur money and fulfil their desires as per their accord.
Brazil: Having a PDI of 69 indicates that people of Brazil are fine with the inequalities
prevailing among people. Scoring as low as 38 on individualism, it can be said that the people of
this nation prefer to work in groups more than on an individual basis. Having a moderate score of
49 in terms of Masculinity, the nation is neither totally masculine nor feminine. Further, the
nation score high on UAI and intermediate in terms of orientation. Lastly, with a score of 59,
Brazil is recognised as an indulgent culture whereby people have a positive attitude and sustain
their lives in a lively manner.
Now, by gaining knowledge of the cultural aspects of both the nations, TESCO would be
able to analyse the differences prevailing between both cultures and thereby select marketing
practices that can appeal to the people of new country. This will provide aid to the management
of this company in effectively expanding within the confines of Brazil. The world is moving to
globalisation but there is requirement to have the proper global culture. Its influence is in way
like company is able to make the profit, marketing strategies and strategic course of the actions
in context of traditional model like Trompenaars that help in understand overall cultural aspects
of country. Inability of the cultural sensitivity may lead to business failure and also resources
wastage. Therefore, this can be said that the Cross-cultural techniques can be mainly used to get
competitive benefits through company.

REFERENCES
Books & Journals
Al Sayah, F. and et. al., 2013. Health related quality of life measures in Arabic speaking
populations: a systematic review on cross-cultural adaptation and measurement
properties. Quality of Life Research. 22(1). pp.213-229.
Berry, J. W. and Dasen, P. R., 2019. Culture and cognition: Readings in cross-cultural
psychology. Routledge.
Davidov, E. and et. al., 2012. Using a multilevel structural equation modeling approach to
explain cross-cultural measurement noninvariance. Journal of Cross-Cultural
Psychology. 43(4). pp.558-575.
Davidov, E. and et. al., 2018. Cross-cultural analysis: Methods and applications. Routledge.
Epstein, J., Santo, R. M. and Guillemin, F., 2015. A review of guidelines for cross-cultural
adaptation of questionnaires could not bring out a consensus. Journal of clinical
epidemiology. 68(4). pp.435-441.
Golhasani-Keshtan, F. and et. al., 2013. Validation and cross-cultural adaptation of the Persian
version of Craig Handicap Assessment and Reporting Technique (CHART) short form.
Disability and rehabilitation. 35(22). pp.1909-1914.
Kaynak, E. and Herbig, P., 2014. Handbook of cross-cultural marketing. Routledge.
Li, M., 2014. Cross-cultural tourist research: A meta-analysis. Journal of Hospitality & Tourism
Research. 38(1). pp.40-77.
Matsumoto, D. and Van de Vijver, F. J., 2012. Cross-cultural research methods. American
Psychological Association.
Moriano, J. A. and et. al., 2012. A cross-cultural approach to understanding entrepreneurial
intention. Journal of career development. 39(2). pp.162-185.
Wong, L. C., Wong, P. T. and Ishiyama, F. I., 2013. What helps and what hinders in cross-
cultural clinical supervision: A critical incident study. The Counseling Psychologist.
41(1). pp.66-85.
Online
Understanding the 6 Dimensions of UK Culture. 2019. [Online]. Available through:
<https://www.translatemedia.com/translation-blog/understanding-6-dimensions-uk>.

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