A Re-Inquiry of Hofstede’s Cultural Dimensions: A Call for 21st Century Cross-Cultural Research

By L. Orr. Marketing Management Journal, 2008

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Given the impact of Hofstede’s Cultural Dimensions over the past quarter of a century, many scholars and practitioners have utilized these dimensions. However, numerous researchers have questioned his methodology, while others misused the dimensions in terms of the original purpose. Yet surprisingly, very few studies have performed an exact replication. This study summarizes Hofstede’s work and critiques his cross-cultural model. In order to test Hofstede’s constructs on different populations, three quantitative analyses were performed using domestic U.S., Asian, and Australian samples. This study found serious problems with Hofstede’s factor structure. Additionally, the study suggests the need for re-examining the cultural dimensions within the global information based context of the early 21 st century. This is not meant to criticize Hofstede, but instead to pinpoint fallacies to enable researchers to build from his work in more appropriate directions.

Subfields: Communication, Social Psychology, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/389e8637f2b49e6e21169513dd6c75b9afbfdb68