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Ethos, Pathos, and Logos of Doing Business Abroad: Geert Hofstede’s Five Dimensions of National Culture on Transcultural Marketing
Abstract
Marketing, by definition, is the performance of business activities of directing the flow of products and services from producer to consumer. By definition, international marketing is the performance of marketing activities across two or more countries. Transcultural marketing, by definition, is the performance of business activities of directing the flow of products and services from producer to consumer across two or more countries’ core ethos, pathos, and logos. The root of all countries’ core ethos, pathos, and logos is its culture. The purpose of this chapter is to analyze transcultural marketing for incremental and radical innovation based on the key factor of culture in transcultural. As such, Geert Hofstede’s five dimensions of national culture are utilized and analyzed in relation to transcultural marketing. Hofstede’s fifth dimension is long-term orientation (and) is the most difficult because it is the newest of the dimensions and the least familiar to Western researchers.
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