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Measurements Of Cultural Aspects: Theory Of Cross-Cultural Differences Of Herert Hofstede

Author

Listed:
  • Asadulaev A. Ð’.

    (St. Petersburg State University)

  • Baltykov B. O.

    (The Russian State Hydrometeorological University)

Abstract

Marketing in the global economy requires informed decisions. This balance is achieved by researching national cultures, which allows the company to improve its strategy. The article shows the advantages of the theory of cross-cultural differences Hofstede over the triangle of Lewis cultures, considers the dimensions of the culture of the theory of Geert Hofstede and their use in the process of marketing communications.

Suggested Citation

  • Asadulaev A. Ð’. & Baltykov B. O., 2020. "Measurements Of Cultural Aspects: Theory Of Cross-Cultural Differences Of Herert Hofstede," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 2, May.
    • Handle: RePEc:mmb:journl:articl_v2_3_20
    as

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    File URL: https://marketing-mba.ru/article/v2_20/Asadulaev.pdf
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    References listed on IDEAS

    as
    1. Pashkus Natalia A. & Pashkus V.Y., 2018. "Strategic Alternatives Of Marketing In The Global Economy," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 3, November.
    2. Chesnokova, Maria, 2012. "Cross-cultural management: peculiarities of business cultures and communication problems," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 3, November.
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    Keywords

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    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • O57 - Economic Development, Innovation, Technological Change, and Growth - - Economywide Country Studies - - - Comparative Studies of Countries
    • P43 - Political Economy and Comparative Economic Systems - - Other Economic Systems - - - Finance; Public Finance

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