Breaking through the cultural clutter

Peter Magnusson (Northern Illinois University, DeKalb, Illinois, USA)
Rick T. Wilson (Hofstra University, Hempstead, New York, USA)
Srdan Zdravkovic (John Cook School of Business, Boeing Institute of International Business, Saint Louis University, Saint Louis, Missouri, USA)
Joyce Xin Zhou (John Cook School of Business, Boeing Institute of International Business, Saint Louis University, Saint Louis, Missouri, USA)
Stanford A. Westjohn (John Cook School of Business, Boeing Institute of International Business, Saint Louis University, Saint Louis, Missouri, USA)

International Marketing Review

ISSN: 0265-1335

Publication date: 25 April 2008

Abstract

Purpose

The purpose of this paper is to examine and compare the validity of different operationalizations of cultural and institutional distance.

Design/methodology/approach

First, a review of the theoretical background for Hofstede's, Schwartz's, Trompenaars's, and Global Leadership and Organizational Behavior Effectiveness' (GLOBE) cultural frameworks is provided, as well as the institutional environment. Then, the validity of each framework is assessed by evaluating how well each framework groups countries into appropriate clusters, and finally comparisons between the different frameworks are drawn.

Findings

It was found that the cultural distance (CD) constructs based on Hofstede and Trompenaars have strong convergent validity. CD constructs based on Schwartz and GLOBE are found to have the weakest validity. The institutional distance (ID) constructs are conceptualized to be broader than the traditional CD constructs. However, high correlations indicate a strong overlap between ID and CD. Additionally, the ID constructs are highly correlated with factors related to economic development, potentially limiting their usefulness.

Originality/value

Both researchers and practitioners can choose from a variety of CD/ID frameworks to fill their needs; however, variance in the performance between frameworks may lead to faulty conclusions. In response to this need to accurately capture cross‐cultural differences, the validity of nine different operationalizations of CD/ID have been examined. Contrary to popular belief, the traditional CD construct based on Hofstede is shown to compare favorably with other frameworks and calls for the abandonment of this index may be premature.

Keywords

Citation

Magnusson, P., Wilson, R., Zdravkovic, S., Xin Zhou, J. and Westjohn, S. (2008), "Breaking through the cultural clutter", International Marketing Review, Vol. 25 No. 2, pp. 183-201. https://doi.org/10.1108/02651330810866272

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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