Book review of "Beyond Hofstede, Culture Frameworks for Global Marketing and Management", Cheryl Nata (ed.), Palgrave Macmillan, 2009.

Details

Serval ID
serval:BIB_D5AA38E40C47
Type
Article: article from journal or magazin.
Publication sub-type
Minutes: analyse of a published work.
Collection
Publications
Title
Book review of "Beyond Hofstede, Culture Frameworks for Global Marketing and Management", Cheryl Nata (ed.), Palgrave Macmillan, 2009.
Journal
International Journal of Cross-Cultural Management
Author(s)
Usunier  Jean-Claude
ISSN
1470/5958
Publication state
Published
Issued date
04/2010
Volume
10
Number
1
Pages
122-124
Language
english
Abstract
This book attempts to go beyond Hofstede by offering new perspectives for cross-cultural research in marketing and management. On the cover page, 'Beyond Hofstede' appears in very large letters, while the second, and probably most promising part of the title ('Culture Frameworks for Global Marketing and Management') appears in a much smaller font. In Chapter 1, Cheryl Nakata explains how Hofstede's framework has become the dominant cultural paradigm in business studies. She argues that it is now time to look beyond it, because the world has become more complex, more fluid, and more globally integrated. As a consequence, new theorization of culture and alternative paradigms of culture are needed for scientific investigation in varied and dynamic terrains. The book is the outcome of a symposium held in May 2008 at the University of Illinois at Chicago. Chapters are individual contributions from the symposium participants who are leading scholars in the field. Two chapters are contributed by the editor alone, the starting and the finishing chapters, which are both quite prudent in their attitude to Hofstede.
Create date
30/08/2010 10:36
Last modification date
21/08/2019 6:11
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