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

Marketing across Cultures
Assignment CW1

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK .............................................................................................................................................1
1) Discuss and critically evaluate the key perspectives of three key traditional CCA
techniques....................................................................................................................................1
2) Compare and contrast these key perspectives.........................................................................3
3) Relevance and Conclusion......................................................................................................3
REFERENCES................................................................................................................................5

INTRODUCTION
Cross culture is explained as concept that identifies differences between people of
different nations, ethnicities and background. In this, participants from various countries and
regions communicate, bringing various viewpoints, business practices and values. To assist this,
there is a need to organisations to provide training and the employee support by which they can
easily expand business in other country (Minkov and Hofstede, 2013). The focus on present
project is on conducting literature review for gaining better understanding as well as knowledge
on various frameworks which pertaining to the cross-cultural analysis.
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) Discuss and critically evaluate the key perspectives of three key traditional CCA techniques
Cross cultural analysis is explained as use of data that gathered through anthropologists
concerning characterises and customs of different people throughout world in order to test
hypothesis related to human behaviour. It is necessary for all business organizations that plan to
expand business at global level by advertising over cultures. In context to this, it can be
examined that there are many cross cultural analysis techniques which are considered before
gaining the access in foreign nation (Kupper and et. al., 2013). Specialists which have the
expertise knowledge with in business and management areas have conducted literature review on
cultural models and theories. Key perspectives of different traditional Cross cultural analysis
techniques mention below:
Hofstede Cultural Model- It is framework for the cross- cultural communication that
created through Geert Hofstede. This explains effect of culture of society on values of people and
in what manner they related to behaviour. This framework became renowned globally for
gaining the in depth comprehensibility of the cultural differences which lying among the two or
more than two nations (Minkov and Hofstede, 2012). The work of Hofstede established main
investigation tradition in the cross- cultural psychology and also drawn through consultants or
researchers in several areas concerned with international business. Work of Hofstede was path-
breaking not only presenting cultural role on various attitudes across the national cultures but
also printings set of the different cultural dimensions quantified. This model has four different