Cross-Cultural Analysis - Are Traditional Techniques Still Relevant?

Marketing across
Cultures Assignment
CW1

Table of Contents
INTRODUCTION...........................................................................................................................1
TOPIC: “Cross-Cultural Analysis – are traditional techniques such as Hofstede, Wills et al, Hall
and Hall, Trompenaars still relevant in the 21st Century?”.............................................................1
TASK 1 Critical evaluation....................................................................................................1
TASK 2 Comparison..............................................................................................................3
TASK 3 Relevance and conclusions......................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Cross culture is consider as a environment within business which is affecting the its
employees as well as their behaviour. In an organisation there are different employees working
with various culture in order to achieve common goals (Chomvilailuk and Butcher, 2013). Cross
culture is a concept that recognize the difference which is between the employees which belongs
to different culture, backgrounds, ethnicities. This is very helpful in learning the different styles
as well as methods to conduct business activities. When company is operating its business
operations in different parts of the world it is essential to develop a positive cross culture
environment. The respective project is based on the literature review that is conducted in order to
analyse various frameworks that is pertaining to cross culture 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 Critical evaluation
It is important that company should analyse the cross culture in order to develop positive
environment in workplace. Cross culture is essential when company is operating its business
operation in many parts of the world. Global business environment consist of various cultures,
beliefs and other factors which have major impact on employees behaviour as well as attitude.
By managing the cross culture environment organisation will be able to motivate its employees
as well as influences then to achieve set targets. It has been analyse there are different models
that are related to cross culture analyse that is helpful in taking consideration for gaining access
in foreign countries. Models of cross cultural is developed by individuals who have gain
specialisation in their field as well as in depth detail about this topic. These models are
developed with the motive of providing framework to company in order to gain
comprehensibility of various cultures (De Mooij, 2015). It is considered as a stepping stones for
developing better relationship with in global business environment. Some of cross cultural model
are Hofstede Cultural Model, Hall's Iceberg Concept of Culture and Trompenaars Cross Cultural
Analysis. All of these models are mention below in detail.
Hofstede Cultural Model:
This is a cultural dimensions theory that is developed by Geert Hofestde. The motive of
developing this model in to describe the effects of culture that is developed by society on the
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