Changing cultural clusters: A research note. ACES Working Papers, August 2009

The purpose of this research note is to investigate the changing cultural clusters that emerged between the studies of Hofstede (1970s) and GLOBE (1990s) using similar measures and overlapping countries. Our study analyzes the world's cultural clusters using two seminal and comparable cultural classifications: Hofstede and GLOBE. Four common cultural dimensions are empirically examined: individualism, power distance, uncertainty avoidance, and masculinity. We use two leading methods from cluster analysis and display data in both dandrograms and pie chart forms showing the grouping of countries. Our results suggest diverging cultural typologies that transcend geography, language, and religion. Countries are engaged in selective cultural borrowing that leads to new and changing global cultural structures.

Growing global brands in foreign markets: A brand equity perspective. Impact of national culture on trademark registrations in emerging economy: Evidence from Russia. ACES Working Papers, August 2010

In this study we explore how firms deploy intellectual property assets (trademarks) in international context and the impact of cultural characteristics on such activities. Trademarks capture important elements of firm's brand-building efforts. Using growth model, a special case of hierarchical linear model, we demonstrate that that stock of trademarks in foreign market increase future trademark activity. Also, we explore the moderating roles of two cultural dimensions, individualism and masculinity, on such relationships. The findings indicated that firms from countries closer to host market (Russia) on individualism dimension tend to register more trademarks in host market. The opposite result is observed for masculinity dimension.