Cross Cultural Analysis Techniques: Key Perspectives and Relevance

This report explores the key perspectives of three traditional cross cultural analysis techniques: Hofstede cultural dimensions theory, Hall's cultural model, and Trompenaars technique. It discusses their relevance in understanding cultural differences and formulating effective marketing strategies. The report also provides recommendations for businesses to use cross cultural analysis in the global marketplace.

Marketing A Cross
Cultures Assignment

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1) Identify, discuss and critically evaluate key prospectives of three key traditional CCA
techniques....................................................................................................................................1
TASK 2............................................................................................................................................3
2) Compare and contrast the key prospectives of techniques.....................................................3
TASK 3............................................................................................................................................4
3) Make justified conclusion regarding the relevance of techniques and make
recommendations for the use of cross cultural analysis..............................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Cross culture defines as a circumstances of business organizations that provides
interaction between people who belongs to several nations as well as having different sets of
practices, views and opinion (Ordóñez and et.al 2019). To expand into a new country a firm need
extensive training programmes and workforce assistance which can helps in smoothly expansion.
This report is based on the understanding and examining cross cultural analysis techniques to
increase cognition about the several frameworks. This will helps in knowing the differences and
similarities among different cultures group of people across the world. Moreover, describe about
the social as well as cultural differences between any two countries.
TASK 1
1) Identify, discuss and critically evaluate key prospectives of three key traditional CCA
techniques.
Cross cultural analysis is very important for all businesses who wants to expand their
operations in a new countries by marketing as a strategic process for the purpose of studying the
different cultures of people. To access into new nation all firm's require to considered several
techniques of cross cultural analysis (Marsh, 2016). These theories are applied to international
corporate context. Some techniques along with its key prospectives towards the issues of culture
and marketing are described below:
1. Hofstede cultural dimensions theory: This theory is developed by the Geert Hofstede
which provides a framework for cross cultural communication. It considered as a
collective programming as it shows the impacts of society cultures on the person's value
and beliefs (Feskens and Hox, 2018). This model becomes globally renowned structure as
it helps in depth study about the cultural differences between two or more nations. In
starting, a psychologist Hofstede identified four dimensions which differentiates one
nation to another. Later two more dimensions were also added which shows that how
people, culture as well as business practices of one country differ from others. An
organization can apply these cultural dimensions to resolve the issues of cultural
differences as well as it helps in conduct marketing within the scope of a country
accordance to the views and ideas of people of that nation (Mar Miras‐Rodrígue and et.al
2015).
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2. Hall's cultural model: The anthropologist Edward T. Hall device this cultural model on
the basis of high and low factors of culture which leads in ineffective intercultural
interaction (Mooij, 2015). He believed that different sets of culture leads in
miscommunication that impacts on the business performance. This model shows two
dimensions such as the visible and invisible components over the surface. Visible parts
includes laws, costume as well as lifestyles whereas invisible includes values, beliefs as
well as norms. This model assist individual's to know intrinsic culture of another's which
needs to take progressive involvement in culture. It means that persons can increase the
comprehensibility of people values, perception as well as ideologies and belief of new
culture. Moreover, businesses can gain knowledge towards the other nations culture for
the purpose of gaining their access for a long time as well as conduct marketing
effectively by formulating strategic practices. This cultural concept consists the visibly
elements which are not noticed firstly (Vijver,Van Hemert and Poortinga, 2015).
3. Trompenaars technique of cross culture analysis: This theory facilitates a framework
for cross cultural communication that are developed by Fons Trompenaars and Charles
Hampden-Turner which are applied to general management and business. It includes the
large-scale survey of 8841 managers and employees of total 43 nations. This concept has
seven type of cultural dimensions in which five are related to people behaviour, one is
related to time and other deals with environmental factor (Dawkins and et.al, 2016). The
motive of this model is to gain information of cultural differences which deals between
the host as well as foreign country with a aim to expand their operations in new
marketplace and develop effective practices of marketing.
For example: To present the cultural differences between two countries Japan and UAE
are chosen which shows the cultures of these two nations. Both countries deals in high cultural
context but Japan is higher culture as compared to UAE as it presents the large use of poly-
chronic period of time. Although, both nations are wide-open to extended communication where
Japan is accurate on believe groups as well as using a sort of indirect and non-confrontational
communication channel. Whereas, UAE emphasised on the development of interdependency and
social relations.
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TASK 2
2) Compare and contrast the key prospectives of techniques.
There are mainly three techniques of cross cultural analysis such as Hofstede cultural
dimension theory, Hall's Iceberg cultural model and Trompenaars cross cultural analysis
technique. All models have similarities and dissimilarities that are described below:
comparison: All three techniques are unique in manner or different from each other.
Firstly, Hofstede dimensions cultural model lies six components which are individualism versus
collectivism, masculinity versus femininity, power distance index, long term versus short term
orientation, uncertainty avoidance index and indulgence versus restraint as well. This model
emphasised on the getting knowledge of approaches that are held by the citizens of a particular
country related to the business firms and persons (Davidov and et.al 2018). Whereas, secondly
theory Hall's Iceberg have three dimensions that are based on the context, time and
environment. This concept emphasised on the individual's mental as well as emotional state of
mind which consists to foreign country. At last, Trompenaars technique of cross cultural
analysis includes seven kind of elements such as universalism versus particularism, neutral
versus emotional, achievement versus ascription, internal versus external directions,
individualism versus communitarisnism, specific versus diffuse and sequential versus
synchronous time as well. This tends to facilitate the cultural overview of a particular nation by
giving information of evident as well as invisible parts which concerns to that culture (Maignan,
2001). the above all techniques are different from each other as they based on their own
dimensions which are focused on different factors to study the other nation's culture.
Contrast: All theories have different elements which helps in facilitating assistance to
people and businesses to gain knowledge about the other nations culture and values. These
models helps to find out different traits of cultures and getting knowledge and idea about that as
it shows that how cultural components that influence humans views, ideas as well as perceptions.
All these techniques are used to formulate effective marketing practices, expand businesses at
global level as well as long term survival and success of an organization. Also it requires to gain
ideas about a culture of different nations that is essential to shape effective communication as
well as it assist in resolving issues of marketing and cultures that are arises due to differences.
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TASK 3
3) Make justified conclusion regarding the relevance of techniques and make recommendations
for the use of cross cultural analysis.
Cross cultural analysis is essential and most important analysis which requires to
implement by business organizations in order to know about the different aspects of a particular
nation. In contemporary world, technologies become advanced and use smart techniques by
firm's increases (Davidov and et.al, 2018). To expand businesses at a global level, owners
realised that they needs to formulate marketing practices effectively. Use of appropriate
marketing tools helps in accomplishing the objectives and assists in growing at a great extent
with the helps of taking competitive advantages. Businesses face issues at a time of expansion
from one nation to another as all countries have different culture, practices as well as ideas and
perceptions of human beings which needs to be identified by the owners. So a company requires
to formulate appropriate marketing strategies in order to access in foreign market. Presently,
world being more presence at a global level and have unique culture of a particular country that
significantly influence the day to day operational activities. This will includes the management
principles, profits, interaction, marketing strategies, advertising, global investment as well as
interrelations which are essential to performed in a business organisation. In 21st century, cross
cultural analysis models are used to gain knowledge about the cultural differences of a specific
country. Such techniques are Hofstede, Hall and Hall, Trompenaars as well as Wills et al that are
relevant to understand the cultures of different nations and views or ideologies of people. In
additions, there is a orbit regarding the usage of cultural models and techniques of cross cultural
analysis to resolve the issues of marketing and culture (Ang and Van Dyne, 2015). These
concepts helps in formulating effective strategies of marketing to take an advantage of access in
a global market or country for a long time duration.
It has been concluded from the above literature review of cross cultural analysis that to
survive in the competitive international marketplace environment a manager require to have a
clear and detailed knowledge about the cultures of different nations through implementing
several techniques and models. If an organization unable to know the cultural elements which
may results in ineffective way as companies fails to expand their operations successfully as well
as can not survive in the global context.
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It is recommended that businesses should design a market practices effectively and
appropriately applied cross cultural analysis techniques in 21st century that are needs to survive
and succeed in globalised and competitive global market.
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REFERENCES
Books & Journals
Ang, S. and Van Dyne, L., 2015. Handbook of cultural intelligence. Routledge.
Davidov, E., Schmidt, P., Billiet, J. and Meuleman, B., 2018. Cross-cultural analysis: Methods
and applications. Routledge.
Davidov, E., Schmidt, P., Billiet, J. and Meuleman, B., 2018. Cross-cultural analysis: Methods
and applications. Routledge.
Dawkins, C.E., Jamali, D., Karam, C., Lin, L. and Zhao, J., 2016. Corporate social responsibility
and job choice intentions: A cross-cultural analysis. Business & Society, 55(6), pp.854-
888.
De Mooij, M., 2015. Cross-cultural research in international marketing: clearing up some of the
confusion. International Marketing Review, 32(6), pp.646-662.
del Mar Miras‐Rodríguez, M., Carrasco‐Gallego, A. and Escobar‐Pérez, B., 2015. Are socially
responsible behaviors paid off equally? A Cross‐cultural analysis. Corporate Social
Responsibility and Environmental Management, 22(4), pp.237-256.
Feskens, R. and Hox, J.J., 2018. Multilevel Structural Equation Modeling for Cross-Cultural
Research. Cross-Cultural Analysis: Methods and Applications, p.347.
Marsh, H.W., 2016. Cross-cultural generalizability of year in school effects: Negative effects of
acceleration and positive effects of retention on academic self-concept. Journal of
Educational Psychology, 108(2), p.256.
Ordóñez, C., Beckley, T., Duinker, P.N. and Sinclair, A.J., 2017. Public values associated with
urban forests: Synthesis of findings and lessons learned from emerging methods and
cross-cultural case studies. Urban forestry & urban greening, 25, pp.74-84.
Soldatenko, D. and Backer, E., 2019. A content analysis of cross-cultural motivational studies in
tourism relating to nationalities. Journal of Hospitality and Tourism Management, 38,
pp.122-139.
Van de Vijver, F.J., Van Hemert, D.A. and Poortinga, Y.H., 2015. Multilevel analysis of
individuals and cultures. Psychology Press.
Maignan, I., 2001. Consumers' perceptions of corporate social responsibilities: A cross-cultural
comparison. Journal of business ethics, 30(1), pp.57-72.
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