Ethos, Pathos, and Logos of Doing Business Abroad: Geert Hofstede’s Five Dimensions of National Culture on Transcultural Marketing

Ethos, Pathos, and Logos of Doing Business Abroad: Geert Hofstede’s Five Dimensions of National Culture on Transcultural Marketing

Ben Tran (Alliant International University, USA)
Copyright: © 2014 |Pages: 26
DOI: 10.4018/978-1-4666-4749-7.ch012
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Abstract

Marketing, by definition, is the performance of business activities of directing the flow of products and services from producer to consumer. By definition, international marketing is the performance of marketing activities across two or more countries. Transcultural marketing, by definition, is the performance of business activities of directing the flow of products and services from producer to consumer across two or more countries’ core ethos, pathos, and logos. The root of all countries’ core ethos, pathos, and logos is its culture. The purpose of this chapter is to analyze transcultural marketing for incremental and radical innovation based on the key factor of culture in transcultural. As such, Geert Hofstede’s five dimensions of national culture are utilized and analyzed in relation to transcultural marketing. Hofstede’s fifth dimension is long-term orientation (and) is the most difficult because it is the newest of the dimensions and the least familiar to Western researchers.
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Marketing, Advertising, And Global Branding

The study of culture to understand global advertising results from the global-local dilemma: whether to standardize advertising for efficiency reasons or to adapt to local habits and consumer motives to be effective. Only recently have studies included performance criteria and several studies have demonstrated that an adaptation strategy is more effective (Calantone, Kim, Schmidt, & Cavusgil, 2006; Dow, 2005; Okazaki, Taylor, & Zou, 2006; Wong & Merrilees, 2007). As a result, understanding culture will be viewed as increasingly important. In the past decades various models have emerged of which the Hofstede model has been applied to global marketing and advertising the most. Geert Hofstede’s dimensional model of national culture has been applied to various areas of global branding and advertising and the underlying theories of consumer behavior. The model has been used to explain differences of the concepts of self, personality and identity, which in turn explains variations in branding strategy and communications.

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