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The purpose of this study is to propose an alternative basis for calculating cultural distance scores using Schwartz's cultural values.

Cultural distance scores were calculated for 23 countries, based on the two most common measures of cultural difference (four cultural dimensions and Schwartz's 1994 culture level values), following Kogut and Singh's formula. Correlation analysis was used to assess the congruency between these two bases of cultural distance. In addition, their relationship with international trade figures was assessed, to understand how well each framework predicts the amount of trade between countries.

Inter‐country distances between 23 countries suggest that the two bases of cultural distance were not congruent. While the correlation between both cultural distance measures and international trade suggested a negative relationship, as expected, only cultural distance based on Schwartz's values was significantly related to international trade (p<0.05). It would appear that, at least in a trade context, Schwartz's values may play a more significant role than do Hofstede's dimensions.

To date, most cultural distance scores have been based on Hofstede's cultural dimensions. This paper provides the first analysis of cultural distance based on Schwartz's country level values. The paper shows that the two measures are not congruent and that, at least in the context of trade, cultural distance measures based on Schwartz's may be superior. Thus, researchers should carefully consider which cultural base is most appropriate for use in their study.

The purpose of this paper is to provide a theoretical and empirical comparison of four major national cultural value models for perceived corporate reputation (CR) of multinational corporations (MNCs) across nations: Hofstede, Schwartz, the GLOBE study and Inglehart.

Two consumer surveys on an MNC and on competitors in 25 countries in the year 2015 (n=20,288 and 25,397) were used for the first time to compare the roles of the cultural value models as antecedents of CR, using multilevel structural equation modeling (MSEM), which disentangles the explained variances on the country level and on the individual level.

National culture is strongly attributed to individual CR perceptions of MNCs across nations. However, the four conceptual cultural value models explain the variance differently (46.2–84.6 percent) as do particular cultural value dimensions within each model. The results are stable for both surveys.

Novel insights into the roles of cultural value models are provided for international business research. For MNCs aiming to use their CR to attract target groups in foreign countries, this study identifies the most influential cultural value model and particular dimensions.

This study contributes to cultural research by deepening the understanding of the various cultural value models and their importance for MNCs. Moreover, the authors add to the CR research by providing new insights into perception differences and using the still novel MSEM.

The purpose of this study is to portray societal/cultural values of Turkish people as perceived by managers and academicians. The study also aims to provide an understanding of the cultural context of the Turkish society in terms of socio‐cultural dimensions such as high and low context, monochronic vs polychronic, self‐determined, and temporal orientation.

Instead of using Schwartz's 56‐item questionnaire, the authors used seven cultural and ten individual dimensions as individual items. Cultural values were captured from managers' and academicians' perspectives by changing the frame of reference from self to others. The questionnaire was designed for two different age groups to find the magnitude of change in connection with cultural values.

Results indicate that Turkey can be defined as a conservative country. Hierarchy is ranked as the second most important polar dimension, and the order of cultural values indicates a reverse direction compared to the findings of similar studies with reference to European countries. It also deserves to emphasize the fact that the younger group of respondents is much more conservative and seeks more power over people and resources than the older group of respondents.

This paper, to some extent, may serve as a guide in reflecting today's cultural values in Turkey. It also makes a modest contribution to the relevant literature due to both the portraying cultural values of Turkish people, and the usage of methodological considerations for data collection purposes.

The purpose of this paper is to investigate whether Hofstede’s (2001) cultural framework and the value paradox explain the use of appeals in advertising in Estonia.

Hypotheses are drawn in relation to Hofstede’s original four cultural dimensions – power distance, masculinity/femininity, individualism/collectivism and uncertainty avoidance. A sample of 110 print advertisements from four magazines were analyzed using Pollay’s (1983) classification of advertising appeals.

The results show that Estonian advertising reflects paradoxical values related to low power distance and femininity dimensions, and culturally congruent values related to high-uncertainty avoidance and individualism.

Findings suggest that cultural values (desired) alone are insufficient to predict the reflection of culture in advertising. Rather, consideration of the discrepancies between the cultural values (desired) and practices (desirable) enables a better explanation of the relationship between society and its advertising.

Scholars have shown increasing interest in the consequences of culture on advertising, but the opposing aspect of cultural values and practices has received limited research attention. The paper offers interesting insights regarding the effect of culture and the value paradox on the use of appeals in advertising. Additionally, analyzing the advertising of Eastern Europe is highly important because of the limited research attention that exists with respect to advertising in the region.

The purpose of this paper is to shed light on the discussion of cross-cultural research, in particular the use of dimensions of national culture, for international marketing.

Discuss definitions of values and culture, analyze cultural models as to purpose and design and applications of models to international marketing.

International marketers benefit from applying dimensions of national culture, but researchers make mistakes in applying and interpreting such dimensions, thus discrediting useful means of research for international marketing.

Researchers should understand the problems of multi-level research and interpret dimensions better when using them for research.

The value of this paper is in clearing up some of the misunderstandings about dimensions of national culture.

This study aims at offering a comprehensive thesis about the relationship between different cultural values and innovativeness.

Building on the human emancipation perspective and using data from Hofstede’s, Schwartz’s, and Inglehart’s cultural frameworks, the authors conduct a cross-national investigation into the effects of cultural values on national innovativeness.

The analyses show that emancipatory cultural dimensions such as rationality, secularity, self-expression, individualism, low uncertainty avoidance, long-term orientation, mastery and autonomy have significantly positive associations with national innovativeness. The opposing cultural values, such as traditionalism, religiosity, survival, collectivism, high uncertainty avoidance, short-term orientation, harmony and conservatism, have negative associations with national innovativeness.

This study contributes to the literature by putting forward a comprehensive and theory-driven explanation of the relationship between cultural values and innovativeness, by using all of Hofstede’s, Schwartz’s and Inglehart’s dimensions, by incorporating ethnic, linguistic and religious diversities and by applying alternative measures of the national innovativeness.

This paper aims to delve deeper into understanding to what extent does culture influence entrepreneurship by connecting the causal chain from cultural values to perceived desirability to entrepreneurial intention (EI). Cultural values form a central part of entrepreneurial discourse and have accordingly been the subject of several studies relating to EIs.

The study takes place in an under-researched country, Madagascar, where instead of focussing on national culture a more nuanced approach is taken by studying several fine-grained groupings of culture at the ethnic level. Based on a survey, 2,220 responses are statistically analysed according to the three main ethnic groups in Madagascar.

In terms of hypotheses testing, findings show that cultural dimensions influence the relationship between perceived desirability and EI only for the highlander ethnic group. Differences between the ethnic groups are also observed in terms of the indulgence-restraint cultural dimension.

When encouraging entrepreneurship in Madagascar policymakers should take cognisance of the complexity of cultural factors among ethnic groups and the interrelationship between perceived desirability and intentions.

This is one of the first studies to measure cultural values in Madagascar and include the indulgence-restraint cultural dimension. The study takes place in a multicultural, non-Western and predominantly necessity-based entrepreneurship context, where understanding the role that culture plays in shaping intentions can prove to be valuable.

This study into cultural usability aims to identify whether the importance of usability attributes varied between nationalities, and whether this variance was related to cultural dimensions.

A total of 144 subjects from four countries were surveyed on the importance they placed on the usability attributes of cell phones. Results were compared by country, and relationships with cultural dimensions were investigated.

For each country, usability attributes were not rated equally. Across countries, no difference in the rating of effectiveness was found, while ratings of efficiency and satisfaction varied significantly. In addition, the study identified significant relationships between the importance given to efficiency and satisfaction and cultural dimensions identified by Hofstede and the World Values Survey, with values relating to task‐orientation influencing efficiency, and non‐task oriented values affecting the importance users place on satisfaction.

Product designers and usability practitioners need to consider these cultural differences when designing products and when evaluating, measuring, and making recommendations on product usability.

Previous studies in this area have shown the existence of differences in preference for usability attributes based on nationality. No studies known to the authors have connected this to cultural dimensions. Understanding of this connection supports usability practitioners in their work not just in specific countries but also in cultural regions. It also allows the more precise modeling by researchers of culture's interaction with usability.