Cultural implications in innovation adoption: an analysis in three countries
DOI:
https://doi.org/10.24883/eagleSustainable.v13i.441Palavras-chave:
National culture, Consumer innovativeness, Adoption of innovations, InnovationsResumo
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.
Downloads
Referências
Aaker, J. & Maheswaran, D. (1997). The effect of cultural orientation on persuasion. Journal of consumer research, 24(3), 315-328. https://doi.org/10.1086/209513 DOI: https://doi.org/10.1086/209513
Dawar; N. & Parker, P. (1994). Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance and Retailer Reputation as Signal of Product Quality. The Journal of Marketing, 58(2), 81-95. https://doi.org/10.2307/1252271 DOI: https://doi.org/10.1177/002224299405800207
de Mooij, M. & Hofstede, G. (2011). Cross-cultural consumer behavior: A review of research findings. Journal of International Consumer Marketing, 23(3-4), 181-192. https://doi.org/10.1080/08961530.2011.578057
Dobre, C., Dragomir, A. & Preda, G. (2009). Consumer innovativeness: a marketing approach. Management & Marketing, 4(2), 9-34.
Escandon-Barbosa, D., Ramirez, A. & Salas-Paramo, J. (2022). The Effect of Cultural Orientations on Country Innovation Performance: Hofstede Cultural Dimensions Revisited? Sustainability, 14. https://doi.org/10.3390/su14105851 DOI: https://doi.org/10.3390/su14105851
Garcia, M. N., da Silva, D., Pereira, R., Rossi, G. B. & Minciotti, S. (2008). Inovação no comportamento do consumidor: recompensa às empresas socioambientalmente responsáveis. Revista de Administração e Inovação, 5(2), 73-91.
Gerlach, P. & Eriksson, K. (2021). Measuring Cultural Dimensions: External Validity and Internal Consistency of Hofstede’s VSM 2013 Scales. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.662604 DOI: https://doi.org/10.3389/fpsyg.2021.662604
Goldsmith, R. & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209-221. https://doi.org/10.1007/BF02726497 DOI: https://doi.org/10.1177/009207039101900306
Hair Jr., J., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate data analysis: a global perspective. New York: Pearson/Prentice Hall.
Hirschman, E. C. (1980). Innovativeness, Novelty Seeking, and Consumer Creativity. Journal of Consumer Research, 7(3), 283-295. https://doi.org/10.1086/208816 DOI: https://doi.org/10.1086/208816
Hofstede, G. H., Hofstede, G. J. & Minkov, M. (2010). Cultures and organizations: software of the mind: intercultural cooperation and its importance for survival. (3a ed.). New York: McGraw-Hill.
Hofstede, G. (1984). Culture’s consequences: International differences in work-related values. London: Sage.
Jackson, T. (2020). The legacy of Geert Hofstede. International Journal of Cross Cultural Management, 20(1), 3-6. https://doi.org/10.1177/1470595820915088 DOI: https://doi.org/10.1177/1470595820915088
Kailani, M. & Kumar, R. (2011). Investigating Uncertainty Avoidance and Perceived Risk for Impacting Internet Buying: a Study in Three National Cultures. International Journal of Business and Management, 6(5), 76-92. https://doi.org/10.5539/ijbm.v6n5p76 DOI: https://doi.org/10.5539/ijbm.v6n5p76
Keegan, W. (2016). Marketing global (9a ed.) Nova Iorque: Pearson Education.
Koschate-Fischer, N., Hoyer, W. D., Stokburger-Sauer, N. E. & Engling, J. (2017). Do life events always lead to change in purchase? The mediating role of change in consumer innovativeness, the variety seeking tendency, and price consciousness. Journal of the Academy of Marketing Science, 1-21. https://doi.org/10.1007/s11747-017-0548-3 DOI: https://doi.org/10.1007/s11747-017-0548-3
Lambert-Pandraud, R. & Laurent, G. (2010). Why do older consumers buy older brands? The role of attachment and declining innovativeness. Journal of Marketing, 74(5), 104-121. https://doi.org/10.1509/jmkg.74.5.104 DOI: https://doi.org/10.1509/jmkg.74.5.104
Lehmann, D. R. & Winer, R. S. (2005). Product management (4a ed.). Boston: McGraw-Hill/Irwin.
Lim, H. & Park, J. S. (2013). The effects of national culture and cosmopolitanism on consumers’ adoption of innovation: A cross-cultural comparison. Journal of International Consumer Marketing, 25(1), 16-28. https://doi.org/10.1080/08961530.2013.751793 DOI: https://doi.org/10.1080/08961530.2013.751793
Malhotra, N. K. (2019). Pesquisa de marketing: uma orientação aplicada (7a ed.). Porto Alegre: Bookman.
Manning, K. C., Bearden, W. O. & Madden, T. J. (1995). Consumer innovativeness and the adoption process. Journal of Consumer Psychology, 4(4), 329-345. https://doi.org/10.1207/s15327663jcp0404_02 DOI: https://doi.org/10.1207/s15327663jcp0404_02
Midgley, D. F. & Dowling, G. R. (1978). Innovativeness: The concept and its measurement. Journal of consumer research, 4(4), 229-242. https://doi.org/10.1086/208701 DOI: https://doi.org/10.1086/208701
Minkov, M. & Hofstede, G. (2011). The evolution of Hofstede's doctrine. Cross Cultural Management: An International Journal, 18(1), 10-20. https://doi.org/10.1108/13527601111104269 DOI: https://doi.org/10.1108/13527601111104269
Minkov, M. & Kaasa, A. (2022). Do dimensions of culture exist objectively? A validation of the revised Minkov-Hofstede model of culture with World Values Survey items and scores for 102 countries. Journal of International Management, 28(1). https://doi.org/10.1016/j.intman.2022.100971 DOI: https://doi.org/10.1016/j.intman.2022.100971
Montgomery, C. A. & Porter, M. E. (1998). Estratégia: a busca da vantage competitiva. Rio de janeiro: Campus.
Nissan, E., Galindo, M. & Picazo, M.T.M. (2012). Innovation, progress, entrepreneurship and cultural aspects. International Entrepreneurship and Management Journal, 8(4), 411-420. https://doi.org/10.1007/s11365-012-0229-0 DOI: https://doi.org/10.1007/s11365-012-0229-0
Rašković, M., Ding, Z., Škare, V. Došen, Đ. O. & Žabkar, V. (2016). Comparing Consumer Innovativeness And Ethnocentrism Of Young-Adult consumers. Journal of Business Research, 69(9), 3682-3686. https://doi.org/10.1016/j.jbusres.2016.03.029 DOI: https://doi.org/10.1016/j.jbusres.2016.03.029
Rogers, E. M. (2003). Diffusion of innovations (5a ed.) New York: The Free Press.
Salunke, S., Weerawardena, J. & Mccoll-Kennedy, J. (2011). Towards a model of dynamic capabilities in innovation-based competitive strategy: Insights from project-oriented service firms. Industrial Marketing Management, 40(8), 1251-1263. https://doi.org/10.1016/j.indmarman.2011.10.009 DOI: https://doi.org/10.1016/j.indmarman.2011.10.009
Schiffman, L. & Kanuk, L. L. (2009). Comportamento do consumidor (9a ed.) Rio de Janeiro: LTC.
Sent, E. M., Kroese, A. L. J. (2022). Commemorating Geert Hofstede, a pioneer in the study of culture and institutions. Journal of Institutional Economics, 18, 15-27. https://doi.org/10.1017/S174413742000051X DOI: https://doi.org/10.1017/S174413742000051X
Steenkamp, J. B., Hofstede, F. & Wedel, M. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. The Journal of Marketing, 63(2), 55-69. https://doi.org/10.1177/002224299906300204 DOI: https://doi.org/10.1177/002224299906300204
Stummer, C., Kiesling, E., Gunther, M. & Vetschera, R. (2015). Innovation diffusion of repeat purchase products in a competitive market: an agent-based simulation approach. European Journal of Operational Research, 245(1), 157-167. https://doi.org/10.1016/j.ejor.2015.03.008 DOI: https://doi.org/10.1016/j.ejor.2015.03.008
Tabachnick, B. G. & Fidell, L. S. (2012). Using multivariate statistics (6a ed.). Boston: Pearson.
Tellis, G. J., Yin, E. & Bell, S. (2009). Global consumer innovativeness: cross-country differences and demographic commonalities. Journal of International Marketing, 17(2), 1-22. https://doi.org/10.1509/jimk.17.2.1 DOI: https://doi.org/10.1509/jimk.17.2.1
Unurlu, C., Uca, S. (2017). The effect of culture on brand loyalty through brand performance and brand personality. International Journal of Tourism Research, 19(6), 672-681. https://doi.org/10.1002/jtr.2139 DOI: https://doi.org/10.1002/jtr.2139
Yoo, B. (2009). Cross-national invariance of the effect of personal collectivistic orientation on brand loyalty and equity: The United States versus South Korean consumers. Asia Pacific Journal of Marketing and Logistics, 21(1), 41-57. https://doi.org/10.1108/13555850910926236 DOI: https://doi.org/10.1108/13555850910926236
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2023 Revista Inteligência Competitiva
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.
O(s) autor(es) autoriza(m) a publicação do texto na da revista;
O(s) autor(es) garantem que a contribuição é original e inédita e que não está em processo de avaliação em outra(s) revista(s);
A revista não se responsabiliza pelas opiniões, idéias e conceitos emitidos nos textos, por serem de inteira responsabilidade de seu(s) autor(es);
É reservado aos editores o direito de proceder a ajustes textuais e de adequação às normas da publicação.
Autores mantém os direitos autorais e concedem à revista o direito de primeira publicação, com o trabalho simultaneamente licenciado sob a Creative Commons Atribuição-NãoComercial 4.0 Internacional.que permite o compartilhamento do trabalho com reconhecimento da autoria e publicação inicial nesta revista.
Esta licença permite que outros remixem, adaptem e criem a partir do seu trabalho para fins não comerciais, e embora os novos trabalhos tenham de lhe atribuir o devido crédito e não possam ser usados para fins comerciais, os usuários não têm de licenciar esses trabalhos derivados sob os mesmos termos.
Autores têm autorização para assumir contratos adicionais separadamente, para distribuição não-exclusiva da versão do trabalho publicada nesta revista (ex.: publicar em repositório institucional ou como capítulo de livro), com reconhecimento de autoria e publicação inicial nesta revista.
Autores têm permissão e são estimulados a publicar e distribuir seu trabalho online (ex.: em repositórios institucionais ou na sua página pessoal) a qualquer ponto antes ou durante o processo editorial, já que isso pode gerar alterações produtivas, bem como aumentar o impacto e a citação do trabalho publicado (Veja O Efeito do Acesso Livre) emhttp://opcit.eprints.org/oacitation-biblio.html
