An Exploratory Examination of the Influence of National Culture on Cross-National Product Diffusion
研究了国家文化如何影响创新在跨国间的扩散，基于13个欧洲国家的7种技术创新，发现个人主义、男性气质、权力距离和长期导向四个文化维度与产品扩散显著相关。
This study examines the direct influence of national culture on the cross-national diffusion of innovations. Focusing on seven technological innovations across 13 European countries, the authors use Hofstede's multidimensional approach to culture to investigate this relationship. They find support linking four cultural dimensions—individualism, masculinity, power distance, and long-term orientation—to cross-national product diffusion. The findings suggest that national culture explains a relatively sizable amount of variation in cross-national diffusion rates. The authors discuss theoretical and practical implications of these results, including prescriptive guidance with respect to product launch strategy and tactics.