The effects of uncertainty avoidance on brand performance: Marketing creativity, product innovation and the brand duration

This paper investigates the link between brand performance and cultural primes in high-risk,innovation-based sectors. In theory section, we propose that the level of cultural uncertaintyavoidance embedded in a firm determine its marketing creativity by increasing the complexityand the broadness of a brand. It determines also the rate of firm product innovations.Marketing creativity and product innovation influence finally the firm marketingperformance. Empirically, we study trademarked promotion in the Software Security Industry(SSI). Our sample consists of 87 firms that are active in SSI from 11 countries in the period1993-2000. We use the data coming from SSI-related trademarks registered by these firms,ending up with 2,911 SSI-related trademarks and a panel of 18,213 observations. We estimatea two stage model in which first we predict the complexity and the broadness of a trademarkas a measure of marketing creativity and the rate of product innovations. Among severalcontrol variables, our variable of theoretical interest is the Hofstede s uncertainty avoidancecultural index. Then, we estimate the trademark duration with a hazard model using thepredicted complexity and broadness as well as the rate of product innovations, along with thesame control variables. Our evidence confirms that the cultural avoidance affects the durationof the trademarks through the firm marketing creativity and product innovation.

The impact of national cultures on international marketing strategy and subsidiary performance of portuguese SME’s

The dynamic of the international business and its multidimensional nature requires the understanding of the complexities of different contexts dictated by cultural differences between countries. The purpose of this paper is to study, in depth howsmall and medium-sized companies develop their international marketing mix strategy in their overseas subsidiaries. We use the theoretical construct of Hofstede (1980, 1991) in the dimensions of Power Distance (PD), Uncertainty Avoidance (UA), Individualism (IND), Masculinity (MASC) and Long-Term Orientation (LTO) to assess the cross cultural differences between countries and the business practices to analyze the adaptation or standardization of the international marketing mix strategy of foreign Portuguese subsidiaries. Ourstudy uses an exploratoryand qualitative methodology. We conducted semi-structured interviews in order to achieve a good understanding ofinternational marketing mix strategy of four companies from different sectors. Our results show that the national cultural differences have great influence in the marketing strategy of the subsidiary. The business practices adjustments in the subsidiary company that proved to be necessary conditions for their performance are conducted by the products augmented offerings concerning the characteristics of the product, design and brand name in order to meet the requirements and specificities of the host country of the subsidiary.

Cultural adaptation of websites: a comparative study of portuguese and dutch corporate websites

Master Thesis Presented at Instituto de Contabilidade e Administração do Porto for obtaining the Master’s degree in Digital Marketing under the supervision of Professor José de Freitas Santos

Contingencies of humble leadership

Double degree

Estudo da influência cultural no Design de Calçado

Dissertação de mestrado em Design e Marketing

The third transformation of Japan: An institutional narrative on agglomeration economies in abenomics

Objective of the study The aim of this study is to understand the institutional implications in Abenomics in a spatial context, the contemporary economic reform taking place in Japan, which is to finally end over two decades of economic malaise. For theoretical perspective of choice, this study explores a synthesis of institutionalism as the main approach, complemented by economies of agglomeration in spatial economics, or New Economic Geography (NEG). The outcomes include a narrative with implications for future research, as well as possible future implications for the economy of Japan, itself. The narrative seeks to depict the dialogue between public discourse and governmental communication in order to create a picture of how this phenomenon is being socially constructed. This is done by studying the official communications by the Cabinet along with public media commentary on respective topics. The reform is studied with reference to historical socio-cultural, economic evolution of Japan, which in turn, is explored through a literature review. This is to assess the unique institutional characteristics of Japan pertinent to reform. Research method This is a social and exploratory qualitative study – an institutional narrative case study. The methodological approach was kept practical: in addition to literature review, a narrative, thematic content analysis with structural emphasis was used to construct the contemporary narrative based on the Cabinet communication. This was combined with practical analytic tools borrowed from critical discourse analysis, which were utilized to assess the implicit intertextual agenda within sources. Findings What appears to characterize the discourse is status quo bias that comes in multiple forms. The bias is also coded in the institutions surrounding the reform, wherein stakeholders have vested interests in protecting the current state of affairs. This correlates with uncertainty avoidance characteristic to Japan. Japan heeds the international criticism to deregulate on a rhetorical level, but consistent with history, the Cabinet solutions appear increasingly bureaucratic. Hence, the imposed western information-age paradigm of liberal cluster agglomeration seems ill-suited to Japan which lacks risk takers and a felicitous entrepreneur culture. The Japanese, however, possess vast innovative potential ascribed to some institutional practices and traits, but restrained by others. The derived conclusion is to study the successful intrapreneur cases in Japanese institutional setting as a potential benchmark for Japan specific cluster agglomeration, and a solution to its structural problems impeding growth.

Le rôle des dimensions culturelles de Hofstede en regard du fonctionnement interne des équipes de travail pluriculturelles

La présente thèse de doctorat porte sur les processus internes au sein des équipes de travail pluriculturelles. Cette thèse se compose de trois articles et propose, d’une part, une mesure validée des valeurs culturelles au niveau individuel en langue française et, d’autre part, une mesure du degré d’homogénéité culturelle au sein des équipes de travail (ci-après ÉT). En outre, elle se penche sur la vérification empirique des nombreux liens entre l’homogénéité culturelle et les processus internes au sein des ÉT postulés par les auteurs mais jamais vérifiés empiriquement. Le premier article a pour but de faire le point sur la documentation scientifique concernant les équipes de travail pluriculturelles. Il présente une recension de la documentation portant sur ce type d’équipe, notamment l’impact présumé de la culture sur les comportements d’équipier, et les effets de la diversité culturelle sur la performance de l’équipe et sur ses processus internes. Le deuxième article, quant à lui, a pour objectif de valider la mesure des dimensions culturelles de Hofstede (1980, 1991, 1994) sur une base individuelle et en langue française. Cette étude a été réalisée en adaptant deux questionnaires, l’un développé par Hellmann (2000) et mesurant les dimensions culturelles de distance hiérarchique, de masculinité, de contrôle de l’incertitude et de collectivisme, et le second développé par Bearden, Money et Nevins (2006) et mesurant la dimension d’orientation à long terme. L’échantillon se compose de 453 répondants tous étudiants dans des programmes de baccalauréat à l’Université de Montréal et à l’Université du Québec à Montréal. Les résultats des deux analyses factorielles exploratoires effectuées ont fait ressortir sept facteurs distincts expliquant 41.6% de la variance pour le premier questionnaire et 61.6% de la variance pour le second. La composition de l’échantillon n’a pas permis de conduire d’analyse de variance afin de vérifier s’il se trouvait des différences significatives entre les différents groupes culturels de l’échantillon à l’étude, et ce, pour chacune des dimensions culturelles. Les limites de la recherche ainsi que des suggestions de recherches futures sont proposées. Enfin, le troisième article se penche sur les liens, postulés par de nombreux auteurs mais jamais confirmés empiriquement, entre l’homogénéité culturelle dans les équipes et les processus internes de l’équipe en termes de comportements productifs et de comportements contre-productifs. Afin d’étudier cette réalité, l’instrumentation de Hofstede (1980, 1991), conçue pour capter des différences au niveau des nations, a été opérationnalisée au niveau des individus (Temimi, Savoie et Duguay, 2008) et mis en relation avec les processus internes se déroulant au sein de l’équipe (Duguay, Temimi et Savoie, 2008; Rousseau, 2003; Temimi et Savoie, 2007). Cette étude a été réalisée auprès de 67 équipes variant en termes d’homogénéité culturelle. Les résultats indiquent que le degré d’homogénéité culturelle global s’avère positivement relié aux comportements productifs de l’équipe et négativement relié aux comportements contre-productifs. De plus, le degré d’homogénéité de la dimension culturelle de féminité ressort négativement relié aux comportements contre-productifs de flânerie sociale et de domination.

La satisfacción del cliente bancario en Canadá: Diferencias entre canadienses e inmigrantes de la América Latina – Revisión y traducción

The measure of customer satisfaction level is one of the most important topics at present time in marketing science. In addition, its measure in the bank field takes force in view of the high level of competition inside it, even more so if the study counts “immigrants” as a variable in analysis, a much important variable in the demographic situation of Canada. Oliver (1980) proposes the model of “disconfirmation” to measure customer satisfaction level; this model confirms that the difference between customer perceived performance and customer expectations gives as result his satisfaction level (additional model). Presently multiple scales exist to evaluate and to quantify this satisfaction level, Parasuraman (1987) is the creator of the servqual scale, while Avkiran (1999) developed the bankserv scale in order to evaluate customer expectations and customer satisfaction level specifically inside the bank field; this scale was divided in four factors via factorial analysis. Literature suggests the presence of a relation between individual expectations and/or satisfaction level, and the individual tolerance level towards non-constructed situations (Newman, 2001). Hofstede (1980) developed five cultural dimensions worldwide; among these is the Uncertainty Avoidance Index (uai) that fits to the dimension directly related to customer expectations and customer satisfaction levels, since it measures the tolerance levels towards non-structured ituations. For this research I focused on the satisfaction model analysis proposed by Oliver (1980) based on Avkiran´s scale (1999), having the Latin American or Canadian origin as variables. The concept of Hofstede’s cultural differences leads me to propose two samples: 50 Canadian French speakers and 50 Latin American individuals (Canadian residents). Results demonstrate that in the Latin American group the expectations are in average higher that in the Canadian group, considering all four factors (Avkiran). Perceived performance and satisfaction level are higher in the Latin American group that in the Canadian group for “personal branch conduct” and “access to personalized services” factors, nevertheless, no statistically significant difference has been proved for “credibility” and “communication” factors. The expectations variable presents a mediating effect over the relation between variables uai (Latin American or Canadian origin) and satisfaction level. This effect is partial for “personal branch conduct” and perfect for “access to personalized services”.

Cultural strategies: how do national cultures impact the operations strategy?

Through the assessment of the fourth round of the High Performance Manufacturing (HPM) project and the introduction of Hofstede’s Cultural Classification, the present work aims to deepen the comprehension of the impact of National Cultures on firms’ Operations Strategy. The ANOVA comparisons of four Operations Strategy elements in countries with different industrialization and development backgrounds (e.g. Germany, China, Brazil and South Korea) suggest that while Integrating Leadership and Implementation of Manufacturing Strategy are affected by the cultural levels of Power Distance, Individualism vs. Collectivism and Uncertainty Avoidance, the other two elements of Operations Strategy, Functional Integration and Formal Manufacturing Strategy, show effects of the degree of Individualism vs. Collectivism and Long-Term Orientation. The results of the study are expected to offer new perspectives on the planning and implementation of strategic and operations management for both practitioners and academics. More specifically, the analysis of cross-cultural influence over operations strategy may contribute to a better understanding of how cooperative behavior may lead firms to generate higher rents through the strengths and weaknesses of their relations, particularly in terms of global supply chains.

Self-disclosure and privacy calculus on social networking sites: the role of culture

Social Networking Sites (SNSs) have become extremely popular around the world. They rely on user-generated content to offer engaging experience to its members. Cultural differences may influence the motivation of users to create and share content on SNS. This study adopts the privacy calculus perspective to examine the role of culture in individual self-disclosure decisions. The authors use structural equation modeling and multi-group analysis to investigate this dynamics. The findings reveal the importance of cultural dimensions of individualism and uncertainty avoidance in the cognitive processes of SNS users.

Be Careful Where You Smile : Culture Shapes Judgments of Intelligence and Honesty of Smiling Individuals

We thank all the supporting team-members involved in the translation procedures and data collections. Research was supported by the Polish NCN Grant 2011/03/N/HS6/05112 (K.K.) and Chinese NNSF Grant 31200788 (C.X).

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.

An international study on the impact of cultural factors on the prevalence of family-owned firms. ACES Working Papers, August 2010

A key question in international corporate governance is why certain in ownership types are prevalent in different countries around the world (La Prota et al., 1999). In this study, we provide an answer for the prevalence of the family-owned firms in 42 countries by examining key characteristics of culture. We show that family-ownership is positively correlated with power distance (PD), in-group collectivism (CI) and, insignificantly, with uncertainty avoidance (UA). Our study makes a contribution to the field since previous research used religion and language as umbrella constructs for culture, while we pinpoint specific cultural dimensions.

Phobic anxiety in 11 nations: part II. Hofstede's dimensions of national cultures predict national-level variations

Hofstede's dimensions of national cultures termed Masculinity-Femininity (MAS) and Uncertainty Avoidance (UAI) (Hofstede, 2001) are proposed to be of relevance for understanding national-level differences in self-assessed fears. The potential predictive role of national MAS was based on the classical work of Fodor (Fodor, 1974). Following Fodor, it was predicted that masculine (or tough) societies in which clearer differentiations are made between gender roles (high MAS) would report higher national levels of fears than feminine (or soft/modest) societies in which such differentiations are made to a clearly lesser extent (low MAS). In addition, it was anticipated that nervous-stressful-emotionally-expressive nations (high UAI) would report higher national levels of fears than calm-happy and low-emotional countries (low UAI), and that countries high on both MAS and UAI would report the highest national levels of fears. A data set comprising 11 countries (N > 5000) served as the basis for analyses. As anticipated, (a) high MAS predicted higher national levels of Agoraphobic fears and of Bodily Injury-Illness-Death fears; (b) higher scores on both UAI and MAS predicted higher national scores on Bodily Injury-Illness-Death fears, fears of Sexual and Aggressive Scenes, and Harmless Animals fears; (c) higher UAI predicted higher national levels of Harmless Animals, Bodily Injury-Illness-Death, and Agoraphobic fears. (C) 2003 Elsevier Ltd. All rights reserved.