Hofstedes Marketing Execution Strategy - Essay Example

A Critical Assessment of Hofstede’s Marketing Execution Strategy The dilemma existing both at national and international level and at the divided opinion on standardising advertising for reasons of efficiency and adapting to the national as well as motives of consumers to enhance effectiveness remains the leading cause behind the study of culture for comprehending global marketing strategies. Hofstede contributes to global research in this area by agreeing with other scholars in the same area that it is necessary to consider performance assessments aspects and in the process demonstrates the effectiveness of the strategy of adoption. Hofstede makes it easy for people studying in the area of global marketing especially executing efficient strategies to understand concepts in the same area. The Hofstede model emerges on top of other models developed over the past fifteen years because of its application in advertising as well as global marketing. Different global institutions continue to apply the model by Geert Hofstede of national culture during the whole marketing and global branding exercise. Hofstede’s dimensional framework contributes to the development of theories relating to the behaviour depicted by consumers. Other scholars further develop the theory by explaining it in terms of differences that exist in the concepts of personality, self, and identity (Lee, 1966, 112). The elements, then help in explaining differences in the strategy of communication and branding. They also cover processing of information among them variations in categorisation and perception with impact on both mass communication and interpersonal communication aspects. The way marketing works also fall in this category. This paper takes a critical evaluation of the application of Hofstede’s cultural dimensional model in Italy and Canada. At the end, the author of the paper gives his views on the implications of the model when Canadian marketers present their views on the marketing environment in Italy. Cultural elements in Italy and Canada are several and include among others material culture, aesthetics, language, religion, education, social organisation as well as values and attitudes. A reflection of values of the society and nature takes place through the language. Canadians speak English while Italians speak Latin. Both Canada and Italy boarder countries some of which speak different languages from what the natives in the two countries speak. The influence of Espanyol in Canada as well as the influence of English and French in Italy leads to the development of sub-cultural languages in form dialects that the researcher must account for. The aspect cuts across most marketing zones are not exceptional to Italy and Canada alone. Problems that can emanate from the use of language are many and mainly prevail in the media fraternity. Studying the diverse nature of language use in both Canada and Italy in various zones is very crucial. Artefacts, tools, and technology constitute material culture as an element of culture. Before venturing into the Canadian and Italian marketing by a company irrespective of whether it is international or not requires assessing the material culture in the two countries. They include availability of power besides the distribution of the same and power sources applied in production and for products. Introducing material culture in marketing environments such as Canada and Italy carries the potential to bring cultural changes along that the marketer ought to ensure they do not meet resistance from the local environment. Aesthetics as an element of culture constitutes the notions of culture covering preferred tastes and beauty expressed through art. Components of art include drama, appreciation of particular colour, and dancing. Canadian music remains different from Italian music. Differences in aesthetics influence colours, design, brand naming, ways of packaging, as well as designed marketing messages. Religion provides the details of the behaviour of the society of Italy but not Canada. It is easy to use culture to explain reasons behind the behaviour of Italians as opposed to how they behave. Most Italians subscribe to the Catholic denomination. In fact, Vatican houses the Papal Seat. Comparatively, religion influences marketing in many ways. While Muslims, more in Canada than Italy do not get to the shops during religious holidays such as Ramadhan, business in Italy thrive during the Easter holiday and Christmas celebrations for Christians Keegan, 1989, 21). Consumption patterns of fish change drastically in Italy every Friday in Italy because of the Catholics who don fancy eating meat of Fridays because of their church doctrines. The role of women in the development of women in Islam demonstrates another way through which religion influences marketing. On the other hand, caste systems make it difficult to arrive at different costs for categorisation as well as niche advertising. Hindu communities, more in Canada compared to Italy believe in joint and extended family ties. Education entails the transfer of skills and imparting of ideas, knowledge, training in certain areas, as well as attitudes. Education carries the capacity to impart cultural ideas applied in modifications. The characteristic cuts across most marketing zones are not exceptional to Italy and Canada alone. Difficulties that can emanate from the use of language are many and mainly prevail in the media fraternity. Studying the diverse nature of language use in both Canada and Italy in various zones is very crucial. Artefacts, tools, and technology constitute material culture as an element of culture. The dimensional framework of national culture developed by Geert Hofstede differentiates cultures based on five dimensions: collectivism/individualism, power distance, femininity/masculinity, avoidance of uncertainty, as well as short-term/long-term orientation. In the framework, Hofstede, a Dutchman offers scales ranging from zero to one hundred for seventy-six nations allocated every dimension. Every country retains a position otherwise referred to as an index that is relative to other nations as well. The paper approves that ranking of countries remains valid despite the fact that Hofstede developed the idea in more than four decades ago. The Dutchman handles consequences of culture in his second edition where he outlines more than two hundred external sources that continue to support his original idea (Levitt, 1983, 93). The author of this discourse acknowledges that Hofstede embraced the idea that the modern marketing environment is in the global age. Hofstede makes great strides in helping people comprehend values at the workplace across the globe. The situation explains why people work together and communicate more effectively. Developing networks with other employees at the workplace both at international and local level constitutes an element of cultural diversity. Other components include shaping projects, motivating people, as well as the process of strategy development. Dr. Hofstede, a psychologist asked himself two primary questions on his way to framing the Hofstede dimensional model. Understanding cultural differences as well as the question of learning from mistakes vis-a-vis learning from the general guidelines occupied the two fundamental questions. Hofstede carried out adequate research spanning decades a reason for its general application to date as standard methods of evaluation (Hall, 1976, 53). The authenticity of Hofstede’s dimensional framework stems from the large database comprising of cultural figures. The analysis of the results of research led to the discovery of patterns indicating differences and similarities within the replies along the dimensions identified by Hofstede. It is surprising that despite the ability to remain representative, the generator only based on IBM employees to conduct research. The accepted degree of inequality existing people in Italy and Canada both wielding power and those who do not comes under the Power/ Distance dimension. The society in Italy manifest a high power/distance score because already the people hold Catholic Church leaders in a higher esteem compared to other leaders including political. In Canada, the society scores a lower power/distance degree. People in Canada believe in equity much more than those in Italy. Individualism refers to vigour of the ties existing between natives and the foreigners. Canada has a low individualism because native Canadians believe that their society is cosmopolitan therefore, have good connections with immigrants (Franke, Hofstede, and Bond, 1991, 170). Italy still experiences some elements of racism leading to a restrained interpersonal communication. People rely on their families and a few external friends to execute some of the activities with the Italian marketing environment. Comparatively, the society in Italy expects men to have more responsibilities than women as opposed to Canada because the society in Canada practices equality at a higher level. Italy has a higher masculinity score than Canada. Canada has a higher uncertainty/avoidance index compared to Italy. Canadians try to remain as calm as possible in times of crisis. Italians do not settle as quickly as the counterparts do in Canada do. Works Cited Franke, R.H., Hofstede, G. and Bond M.H. "Cultural Roots of Economic Performance: A research note". Strategic Management Journal Vol. 12, Sum. 1991, pp 165-173. 1991. Print. Hall, E.T. "Beyond Culture". Anchor Press/Doubleday, 1976. Print. Keegan, W.J. "Global Marketing Management", 4th ed. Prentice Hall International Edition, 1989. Print. Lee, J.A. "Cultural Analysis in Overseas Operations". Harvard Business Review, Mar-Apr 1966, pp 106-114. 1966. Print. Levitt, T. "The Globalization of Markets". Harvard Business Review, May-June 1983, pp 93-94. 1983. Print. Read More