GLOBE Cultural Dimensions: Providing Insights for Advertising Execution in the Global Marketplace
From A (Absolute Vodka) to V (Visa), marketers are increasingly launching global campaigns to promote their products and services to consumers in every corner of the planet (PR Newswire, 2007; corporate.visa.com, 2009). There appears to be ample evidence
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Introduction
From A (Absolute Vodka) to V (Visa), marketers are increasingly launching global campaigns to promote their products and services to consumers in every corner of the planet (PR Newswire, 2007; corporate.visa.com, 2009). There appears to be ample evidence that standardized advertising is more feasible than ever before (Mueller and Taylor, 2011). The benefits of a common marketing and, in particular, advertising strategy are manifold. However, the question regarding the degree to which standardized advertising executions can be employed, and under what circumstances, has not been definitively answered. Adherents of adaptation or localization point to a multitude of marketing blunders that have resulted from not paying close attention to cultural differences between markets. Multinational marketers must clearly still take culture and country specific variance into account in planning advertising executions. At least four major frameworks have had influence on the academic literature and also have practical applicability. These frameworks have outlined a number of cultural dimensions that attempt to explain a significant portion of country-tocountry variance. By far the most prominent approach to cultural dimensions in marketing and advertising research is Hofstede’s typology of cultural values (Hofstede, 1980, 2001). Somewhat less frequently applied frameworks include Schwartz’s cultural values (1992, 1994 and 1999) and Inglehart’s World Values Survey (Inglehart, 1997; Inglehart, Basanez and Moreno, 1998; and Inglehart and Welzel, 2005). Most recently, a framework developed by House et.al (2004, 2010) has proven a useful means of understanding societal-level cultural differences between and among consumers around the world. For a thorough comparison of these various frameworks, see Terlutter et al. (2006, 2012) and Quigley et al., (2012). In what follows, we very briefly outline this alternative cultural framework – entitled Project GLOBE, and then move on to summarize the cross-cultural advertising research that has been conducted to date employing the GLOBE cultural dimensions. Finally, we suggest further application of the GLOBE framework in order to advance the advertising discipline.
I. B. Banks et al. (eds.), Advances in Advertising Research (Vol. V), European Advertising Academy, DOI 10.1007/978-3-658-08132-4_12, © Springer Fachmedien Wiesbaden 2015
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Mueller, Diehl, and Terlutter Project GLOBE
GLOBE (Global Leadership and Organizational Behavior Effectiveness Research Program) as developed by House et al., (2004) offers an alternative to previous frameworks of cultural dimensions. The GLOBE Project was initially designed to analyze the relationship between societal values and practices, and leadership effectiveness. However, as it provides data on cultural values and practices in different countries, a number of authors have proposed that it may prove relevant for advertising purposes, as well (Terlutter et al., 2006, Okazaki and Mueller, 2007; House et al., 2010). GLOBE provides data fo
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