Skip to main content
SpringerLink
Log in

The Effect of National Culture on the Adoption of Innovations

  • Published:
Marketing Letters Aims and scope Submit manuscript

Abstract

Studies on the adoption of innovations by companies generally include micro-level and meso-level variables. This study adds to the literature by investigating the role of national culture (i.e. a macro-level variable) to explain differences in adoption rates across countries. In particular, we investigate the effects of the five Hofstede culture dimensions and the culture dimensions proposed by Hall on country adoption rates. Hypothesized effects were tested using a large-scale empirical study concerning the adoption of Enterprise Resource Planning (ERP) software by mid-size companies covering ten European countries. Results indicate that variables describing national culture have a significant influence on the country adoption rates.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Czinkota, M. R. and I. A. Ronkainen. (1998). International Marketing, 5th edition. The Dryden Press.

  • Dekimpe, M. G., P. M. Parker, and M. Sarvary. (2000). “Multimarket and Global Diffusion.” In V. Mahajan, E. Muller, and Y. Wind (eds.), New Product Diffusion Models. Kluwer Academic Publishers, 49–73.

  • EOS Gallup Europe. (1999). The Situation of Telecommunication Services in the Regions of the European Union.

  • Website of the European Union: http://europe.eu.int/ISPO/infosoc/telecompolicy/en/EOStudy/Resid/2br.htm.

  • Hall, E. T. (1976). Beyond Culture. Garden City, NY: Anchor Press.

    Google Scholar 

  • Hofstede, G. (2001). Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations, 2nd edition. Sage Publications.

  • Klaus, H., M. Rosemann, and G. G. Gable. (2000). “What is ERP?” Information Systems Frontiers, 2(2), 141–162.

    Google Scholar 

  • Kotabe, M. and K. Helsen. (2001). Global Marketing Management, 2nd edition. New York: Wiley.

    Google Scholar 

  • Lynn, M. and B. D. Gelb. (1996). “Identifying Innovative National Markets for Technical Consumer Goods,” International Marketing Review, 13(6), 43–57.

    Google Scholar 

  • Morden, T. (1999). “Models of National Culture - A Management Review,” Cross Cultural Management, 6(1), 19–44.

    Google Scholar 

  • Png, I. P. L., B. C. Y. Tan, and K.-L. Wee. (2001). “Dimensions of National Culture and Corporate Adoption of IT Infrastructure,” IEEE Transactions on Engineering Management, 48(1), 36–45.

    Google Scholar 

  • Rogers, E. M. (1995). Diffusion of Innovations, 4th edition. New York: The Free Press.

    Google Scholar 

  • Samiee, S. and I. Jeong. (1994). “Cross-Cultural Research in Advertising: An Assessment of Methodologies,” Journal of the Academy of Marketing Science, 22(Summer), 205–217.

    Google Scholar 

  • Schwartz, S. H. (1994). “Beyond Individualism/Collectivism: New Cultural Dimensions of Value.” In U. Kim, H. C. Triandis, C. Kagitcibasi, and G. Yoon (eds.), Individualism and Collectivism: Theory, Method and Applications. Thousands Oaks, CA: Sage, 85–119.

    Google Scholar 

  • Shane, S. (1993). “Cultural Influences on National Rates of Innovation,” Journal of Business Venturing, 8, 59–73.

    Google Scholar 

  • Sivakumar, K. and C. Nakata. (2001). “The Stampede Toward Hofstede's Framework: Avoiding the Sample Design Pit in Cross-Cultural Research,” Journal of International Business Studies, 32(3), 555–574.

    Google Scholar 

  • Steenkamp, J.-B. E. M. (2001). “The Role of National Culture in International Marketing Research,” International Marketing Review, 18(1), 30–44.

    Google Scholar 

  • Steenkamp, J.-B. E. M., F. ter Hofstede, and M.Wedel. (1999). “A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness,” Journal of Marketing, 53(April), 55–69.

  • Yaveroglu, I. S. and N. Donthu. (2002). “Cultural Influences on the Diffusion of New Products,” Journal of International Consumer Marketing, 14(4), 49–63.

    Google Scholar 

  • Zmud, R. W. (1982). “Diffusion of Modern Software Practices: Influence of Centralization and Formalization,” Management Science, 28(December), 1421–1431.

Download references

Author information

Authors and Affiliations

  1. Rotterdam School of Management, Erasmus University Rotterdam, P.O. Box 1738, 3000 DR, Rotterdam, The Netherlands

    Yvonne M. van Everdingen & Eric Waarts

Authors
  1. Yvonne M. van Everdingen
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Eric Waarts
    View author publications

    You can also search for this author in PubMed Google Scholar

Rights and permissions

Reprints and permissions

About this article

Cite this article

van Everdingen, Y.M., Waarts, E. The Effect of National Culture on the Adoption of Innovations. Marketing Letters 14, 217–232 (2003). https://doi.org/10.1023/A:1027452919403

Download citation

  • Issue Date:

  • DOI: https://doi.org/10.1023/A:1027452919403

Search

Navigation