cator of decision making in
global marketing contexts, and Adler and Bartholomew
(1992) show that it is a powerful predictor of many organizational
actions. Subsequent research has shown its impact on
new product development (Nakata and Sivakumar 1996),
product development approaches (Li and Atuahene-Gima
1999), and instituting the marketing concept (Nakata and
Sivakumar 2001), among many other marketing activities.
Hofstede’s (1991) cultural framework is a good place to start
to measure national cultural values. His typology incorporates
most of the cultural conceptualizations and is the most
popular in this field (Kirkman, Lowe, and Gibson 2006; Sondergaard
1994). Important relationships between culture and
demographic, economic, political, geographic, and business
indicators have been found using Hofstede’s cultural dimensions
(Dwyer, Mesak, and Hsu 2005; Kale and Barnes 1992).
In our study, we investigated whether these cultural dimensions
influence marketing ethics in India and the United
States, two countries that are very different on Hofstede’s
(1991) scales of cultural dimensions but are deeply involved
in trade. Although Hofstede’s study is more than two
decades old, no other study since then has found any marked
inconsistency on the relative positions of these two countries
along the cultural dimensions. Finally, we measured the cultural
values of the respondents from both countries as primary
data and then investigated their relationship w英语论文网 【http://www.51lunwen.org】ith the
level of marketing ethics (which we collected as primary
data as well).
The first dimension of culture, collectivism, integrates all
members of the society into cohesive in-groups. Furthermore,
collectivism has been associated with sacrifice (ingroup
regulations of behavior) and extension of the self to the
in-group (interdependence; see Triandis 2004). It emphasizes
a prosocial behavior (active protection or enhancement of
welfare of others) and restrictive conformity (restraint of
actions and impulses that are likely to harm others and to
HYPOTHESES DEVELOPMENT
Cultural Values on Marketing Ethical Norms 35
violate sanctioned norms; see Schwartz and Bilsky 1987).
Because of such great in-group influence and loyalty to the
in-group norms, collectivists are more likely to adhere to the
marketing norms chosen by their marketing in-group than
are individualists (Yoo and Donthu 2002). Furthermore, collectivist
cultures are shame based, are tradition bound, and
have stronger moral obligation to their families and societies
to which they belong. They are expected to build harmony
with pertinent groups, such as owners and stockholders,
consumers, business partners, and other employees (Vittel,
Nwachukwu, and Barnes 1993).
India has an individualism index, or IDV, score (individualism
is a polar opposite of collectivism) of 48 (ranked 21
among 50 countries studied by Hofstede [1991]), and the
United States has an IDV score of 91 (ranked 1). On the b
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