Critical Evaluation: Cross-Cultural Analysis Techniques in Marketing

This essay critically evaluates the relevance of traditional cross-cultural analysis (CCA) techniques, such as Hofstede's Cultural Dimensions, Hall's Iceberg Concept of Culture, and Trompenaars and Hampden-Turner's model, in the 21st century. It discusses the key perspectives of each technique, comparing and contrasting their approaches to understanding cultural differences and their impact on international business and marketing. The essay concludes that while these models offer valuable insights, businesses must adapt and integrate newer approaches to effectively navigate the complexities of global markets, emphasizing the importance of cultural competence and sensitivity to avoid business failures. Desklib provides access to this and other solved assignments for students.

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

dimensions such as uncertainty avoidance, power distance, masculinity- femininity and
individualism- collectivism. These dimensions explain how people, business practices and
culture is different from one nation to other, to give this clarity in a better way, Minkov,
Hofstede and Bond gave the scores to each nations on scale of 0 to 100 for the each dimension.
This model is helpful in carrying marketing within confines of country through adhering views,
perceptions and culture that held through people of other country (Mazanec and et. al., 2015).
Hall's Iceberg Concept of Culture- Hall developed iceberg cultural analogy. On the
basis of this theory, number of the problems arose as result of the poor intercultural
communication. This theory states that culture is made of visible and invisible part. In addition
to this, difference among participants coming from the different set of the activities were
responsible for the miscommunication. Iceberg model gives valuable method of understanding
characterises and core values of culture of country (Hajjawi, 2013). Through taking some more
time, an organisation can be assure localisation efforts that helps in develop positive outcomes.
Iceberg cultural model explained the culture divided in two different parts. First part consists
visible over surface like way of carrying customers, law etc. On the other hand, second part
includes components which are not visible such as norms, attitudes and values. Basic idea of this
model is that only way a person can understand other people's internal culture is to participate
actively in their culture. This is only by that an organisation or individual can gain the
comprehensibility of underlying customs, ideologies, beliefs etc. In context to corporate, similar
perception is apply that states about gain knowledge regarding culture of other country through
gaining an access and also conducting the operations of market in significant way (Boeing,
2013).
Trompenaars and Hampden-Turner Cross Cultural Analysis- Trompenaars model of
the national cultural differences is framework for the cross- cultural communication that applied
to management and general business. This model was developed through Trompenaars and
Charles Hampden-Turner. This model states that organisations are dealing with variety of the
cultures in all over world (Edmonstone, 2014). The cultural differences will develop better
reality understanding. It has seven different dimensions like Universalism vs. particularism,
Specific vs. diffuse, Achievement vs. ascription, Individualism vs. communitarianism, Neutral
vs. affective, Sequential time vs. synchronous time and Internal direction vs. external direction.
Under this, perception contained with this model is for better understanding of cultural

differences that underlying the development of marketing practices between host and the foreign
country that can increase the reach of a company at marketplace (Minkov and Hofstede, 2013).
2) Compare and contrast these key perspectives
There has been discussion about the three different models of cross-cultural analysis
namely Hofstede Cultural Model, Hall's Iceberg Concept of Culture and Trompenaars and
Hampden-Turner Cross Cultural Analysis (Gallagher and Savage, 2013). All given models have
some components which helps in give proper assistance to an organisation and business in order
to get some idea about culture of the foreign country. Hofstede Cultural Model includes different
dimensions namely uncertainty avoidance, power distance, masculinity- femininity and
individualism- collectivism, Indulgence Versus Restraint and Long Versus Short Term
Orientation. This model argues that each national population shares the common culture despite
of the acknowledging that thus is not only culture. The main focus of this model is that gaining
effective knowledge which citizens of country have towards the personal and the corporate life.
On the other hand, Hall's Iceberg Concept of Culture states about focus on emotional as well as
mental state of people which are related to foreign country. This model comprise visible part and
components which are not notice in first time (Sudbury Riley, Kohlbacher and Hofmeister,
2012). Last theory was Trompenaars and Hampden-Turner Cross Cultural Analysis. It includes
different factors namely Universalism vs. particularism, Specific vs. diffuse, Achievement vs.
ascription, Individualism vs. communitarianism, Neutral vs. affective, Sequential time vs.
synchronous time and Internal direction vs. external direction. Trompenaars and Hampden-
Turner Cross Cultural Analysis model tends to give the overview of culture of country with the
help of providing the knowledge of invisible or apparent parts which pertaining to culture
(Eisenbeiß and Brodbeck, 2014).
3) Relevance and Conclusion
It has been concluded from mention report that Cross- cultural analysis is statistical
comparison that can be used to search traits shared among cultures and also generate ideas
regarding cultural universals. Cross-cultural analysis is a necessary concept that every business
corporations need to apply in order to gain the knowledge of different aspects of a nation. In this
present time period, world is leads towards the becoming one “big village” through make use and
adaptation of the digital technology. Owing to large number of competitors frequent within
confines of globe, business owners have realised need to be carried out the business across

national confines through proper use of the marketing practices. So, main task that require to
perform through nation is to gain the better understanding as well as knowledge regarding
different aspects of culture of country and devising on marketing as well as strategies related to
market entry for gaining access in to foreign location. This has been examined that cultural
models provide the complementing and conflicting arguments in characterizing the national
culture. The culture of every country is different from each other. Each person knows that culture
of nation impacts on way under which company carried out its business operations effectively.
This influence in a way that company makes relations, develop positive communication,
advertising, strategic course of an action, commerce, marketing and some of the other activities.
In 21st century, there are different cross cultural analysis model such as Hofstede Cultural Model,
Hall's Iceberg Concept of Culture and Trompenaars and Hampden-Turner Cross Cultural
Analysis model. There has been discussion about all these models with proper discussion. In this,
there is a scope to use of invented cultural models. These given models are helpful in solve
purpose of an organisation in order to develop effective strategies to gaining proper access in
foreign country. In addition to this, inability to culturally competent and culturally sensitive may
lead to failure of business and reduce fund wastage.
From above mention information, there are some recommendations given below:
 To survive in international environment, managers should have the proper understanding
about the culture of foreign country.
 Business entities should apply the different Cross-cultural analysis techniques which
helps in competing with the large number of competitors at global market.

REFERENCES
Books & Journals
Boeing, M., 2013. Analysis of Cultural Differences and Their Effects on Marketing Products in
the United States of America and Germany: A Cultural Approach to Marketing Using
Edward T. Hall and Geert Hofstede. Anchor Academic Publishing (aap_verlag).
Edmonstone, J., 2014. Cross-cultural management: a transactional approach.
Hajjawi, O., 2013. The effects of organizational culture on business management performance in
Palestine. American Journal of Business and Management. 2(2). pp.114-124.
Kassis, W., Artz, S. and Moldenhauer, S., 2013. Laying down the family burden: A cross-
cultural analysis of resilience in the midst of family violence. Child & Youth Services.
34(1). pp.37-63.
Mazanec, J. A. and et. al., 2015. Homogeneity versus heterogeneity of cultural values: An item-
response theoretical approach applying Hofstede's cultural dimensions in a single
nation. Tourism Management. 48. pp.299-304.
Sudbury Riley, L., Kohlbacher, F. and Hofmeister, A., 2012. A cross-cultural analysis of pro-
environmental consumer behaviour among seniors. Journal of Marketing Management.
28(3-4). pp.290-312.
Online
Kinzer, H. and L. Gillies, J., 2019. Cross-Cultural Analysis. [Online]. Available through:
<https://anthropology.ua.edu/theory/cross-cultural-analysis/>.

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