ABSTRACT
Chapter 6 focuses on the main frameworks for understanding cultural differences. It discusses the traditional frameworks of context, time, and space. It also introduces the concept of cultural dimensions, the most popular research approach used to analyze the influence of culture in international business and marketing. It then discusses Hall’s (1976), Hofstede’s (1991) and Trompenaars’ and Hampden-Turner’s (1997) frameworks, which have traditionally been used to analyze the influence of culture in business. Critical views regarding these frameworks are also offered, reminding researchers that an over-reliance on these frameworks could run a risk of over-simplifying culture. The case-in-point examples include IKEA’s web design and processing of nutritional information. The mini-case included in Chapter 6 is Disney Land in Paris and Hong Kong.
