The (IR)Relevance of national culture dimensions in marketing

The national culture dimensions of Hofstede are often used in marketing to understand differences in consumer perceptions, preferences and behaviour across countries. Recently, the GLOBE model, in replicating and extending the Hofstede dimensions, offered a similar approach to Hofstede’s to examine national culture differences. However, our comparative analysis of the two models reveals serious anomalies and contradictions between similar dimensions in both models, raising doubts about what really is captured by the national culture models. In addition, the Hofstede and GLOBE dimensions are national system-level constructs and do not characterize the individuals in the countries, as noted by the authors of both models. Based on our examination of these two critical problems, we call into question the relevance and appropriateness of national culture dimensions for marketers to understand consumer behaviour across countries