Cross-Cultural Analysis in the 21st Century

Marketing Across
Cultures CW1

Table of Contents
INTRODUCTION...........................................................................................................................3
TOPIC: “Cross-Cultural Analysis– are traditional techniques such as Hofstede, Hall and Hall,
Trompenaars still relevant in the 21st Century?”............................................................................3
TASK 1 Critical evaluation....................................................................................................3
TASK 2 Comparison..............................................................................................................5
TASK 3 Relevance and conclusions......................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Cross culture is business environment that facilitates interaction of people belonging to
various nations, having diverse ideologies and practices. The present project (Course Work 1) is
focussed upon literature review to gain knowledge of different frameworks pertaining to CCA
(Ordóñez and et. al., 2019).
TOPIC: “Cross-Cultural Analysis– are traditional techniques such as Hofstede, Hall and
Hall, Trompenaars still relevant in the 21st Century?”
TASK 1 Critical evaluation
Cross cultural analysis is essential to be organised by all business organisations who
intend to enhance the operations in other countries by marketing across culture. In this regard, it
may be analysed that there are a number of cross cultural analysing models that are taken into
consideration before achieving position in different countries. Specialists who have expertise
within the area of business as well as management have developed a number of detailed
literatures on cultural theories and models. Such theories are scattered and only some of these are
actually applied to global corporate context (Marsh, 2016). Some of these models are reviewed
as well as analysed underneath:-
Hofstede Cultural Model: The psychologist Dr Geert Hofstede devised this cultural
dimensions model on the basis of conduction of research for around a decade(Feskens and Hox,
2018). Since that time, it became a world wide standard for achievement of understandability of
various discernment between 2 or more nations. This model was devised by the respective
psychologist post the comprehensive study of people who operated as a part of IBM across a
total of 50 nations. In the start, he determined 4 dimensions on the basis of which one national
culture could be differentiated from another. However, it was later that two more dimensions
were added to the series in addition to the 4 dimensions by cooperating with Drs Michael H.
Bond and Michael Minkov. These dimensions tend to define how the people, culture and
business practices of one nation differ from other. To give it a better clarity, Hofstede, Bond and
Minkov gave scores to each nation on a scale of 0 to 100 for each dimension. By gaining
knowledge of these dimensions for a country, a business entity can successfully apply it to
overcome problem of variation in cultures. Also, this provides aid in carrying out marketing in
confines of nations by adhering to culture, views and perceptions held by people of that