Beyond Hofstede : culture frameworks for global marketing and management / edited by Cheryl Nakata.

Includes bibliographical references and index.

Part I. Introduction and Overview. 1. Going Beyond Hofstede: Why We Need to and How ---- Part II. Reviews and Critiques of Culture Frameworks. 2. So What Kind of Atheist Are You? Exploring Cultural Universals and Differences --- 3. Beyond Hofstede: Challenging the Ten Commandments of Cross-Cultural Research --- 4. Culture Theories in Global Marketing: A Literature-Based Assessment ---- Part III. Conceptualizations of the Culture Problem. 5. Culture in Context: New Theorizing for Todayʹs Complex Cultural Organizations --- 6. Reflexive Cultureʹs Consequences ---- Part IV. Extensions of and Advances in Culture Frameworks. 7. Impact of Culture on Cross-Cultural Research --- 8. Conceptualizing Culture as Communication in Management and Marketing Research --- 9. Cultural Influence on Consumer Motivations: A Dynamic View --- Part V. Alternative Culture Frameworks and Perspectives. 11. Using Mental Models to Study Cross-Cultural Interactions ---- Part VI. Reflexive Considerations. 12. Reflexive Considerations of Culture Theories in Global Marketing.

Almost thirty years ago, Geert Hofstede introduced a culture paradigm that has been widely influential, and formed the dominant understanding of culture, in international business. However, questions have been raised about the paradigm's relevance in light of culture's increasing fluidity and complexity stemming from globalization. This book attempts to go beyond Hofstede by presenting alternative culture frameworks and perspectives from leading scholars in global marketing and management. Fresh, contemporary ideas about culture are offered to help international business researchers and managers navigate the varied terrains of countries, regions, and the world. These ideas issue from studies that probe the nature and ramifications of culture for the marketing of goods and services worldwide as well as the management of transnational enterprises. Readers will find in the book rich, diverse insights that apply to global businesses, where cultural understanding is no longer an option but a necessity. -- Back cover.