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Introduction
In a recent paper, [3] Brewer and Venaik (2012) show how the Hofstede and GLOBE national culture dimensions are misapplied through the use of their dimension scores in analysis relating to individuals, usually managers, and organizations. It explains that the national nature of the culture constructs mean that their characteristics cannot validly be projected onto individuals or organizations in the countries concerned. In one sense this should not be a surprise to researchers as [11] Hofstede (2001, p. 17) and GLOBE ([8] Hanges and Dickson, 2004, p. 127) have both made the same point in their original research manuscripts. Yet there are many examples of such invalid projections made by researchers and educators over many years in the research literature and teaching materials. This problem has occurred primarily because the researchers concerned do not seem to understand the purely national nature of the Hofstede and GLOBE dimensions. Many journal editors and reviewers also seem ill informed in this respect.
[5] De Mooij's (2013) commentary on the [3] Brewer and Venaik (2012) paper agrees with some of their assertions, disagrees with others, and extends the debate to include comparative comments on the Hofstede and GLOBE national culture models. We are grateful for the opportunity to respond to De Mooij. Our paper is structured as follows. First, we explain how the concept of "average" characteristics is not the same as the Hofstede and GLOBE national culture dimensions. In doing so, we provide more clarification with regard to the national level of the Hofstede and GLOBE dimensions and explain why they do not apply to individuals nor organizations. Second, we address both De Mooij's comments on the desired vs the desirable aspects of culture values, and the issue of inconsistent dimension definitions and measures in Hofstede and GLOBE. Third, we critically examine the methodology used by Hofstede and GLOBE to arrive at the national culture scores, and the implications of cultural banding in GLOBE for cross cultural research. Finally we show how the national culture dimensions are irrelevant for marketing decision making and conclude with some remarks emphasizing why researchers and practitioners need to be very cautious in applying the national culture models of Hofstede, GLOBE, and others in their own work.
The concept of averaging and...