Cultural implications in innovation adoption: an analysis in three countries

Implicaciones culturales en la adopción de innovaciones: Un análisis en tres países




National culture, Consumer innovativeness, Adoption of innovations, Innovations


Purpose: The study aimed to evaluate the relationship of two national cultural dimensions (individualism and uncertainty avoidance) with the consumer innovativeness.

Methodology/approach: A descriptive research as conducted with three groups from three different countries, which evaluated, through a survey, the propensity of the respondents to look for innovations actively and independently.

Originality/Relevance: Considering companies are constantly introducing new products and services in countries where cultural traits are different, the understanding of the consumer behavior is fundamental for evaluating the acceptance of these innovations.

Key findings: It was observed that groups with strong collectivists characteristics, Brazilians and Colombians, tend to rely on the positive experience of friends and relatives to adopt an innovation. Regarding the uncertainty avoidance dimension, the results showed no significant differences among the three groups.

Theoretical/methodological contributions: With the constant intensification of the international trade, it is necessary to make an understanding of the peculiarities of a target audience for products and services, in order to create appropriate positioning strategies, because the levels of individualism of a culture act directly on consumers’ perceptions regarding the adoption of innovation.


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Biografia do Autor

Isadora Mendes, Universidade de Caxias do Sul - UCS, Rio Grande do Sul

Universidade de Caxias do Sul - UCS, Rio Grande do Sul

Fernanda Lazzari, Universidade de Caxias do Sul - UCS, Rio Grande do Sul

Doutora em Administração pela Universidade Federal do Rio Grande do Sul (Porto Alegre/Brasil). Professora na Universidade de Caxias do Sul (Caxias do Sul/Brasil).

Christian Kleiton Salvador, Universidade de Caxias do Sul - UCS, Rio Grande do Sul

mestrando do Programa de Pós-Graduação em Administração da Universidade de Caxias do Sul (UCS) e bacharel em Comércio Internacional pela mesma instituição. Tenho experiência profissional nas áreas de Marketing e Negócios Internacionais, com ênfase em Exportação e novos mercados na América Latina.


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Como Citar

Mendes, I., Lazzari, F., & Salvador, C. K. (2023). Cultural implications in innovation adoption: an analysis in three countries: Implicaciones culturales en la adopción de innovaciones: Un análisis en tres países. Revista Inteligência Competitiva, 13, e0441.