Marketing Letters

, Volume 14, Issue 3, pp 217–232 | Cite as

The Effect of National Culture on the Adoption of Innovations

  • Yvonne M. van Everdingen
  • Eric Waarts


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.

innovation adoption national culture ERP 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Czinkota, M. R. and I. A. Ronkainen. (1998). International Marketing, 5th edition. The Dryden Press.Google Scholar
  2. 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.Google Scholar
  3. EOS Gallup Europe. (1999). The Situation of Telecommunication Services in the Regions of the European Union.Google Scholar
  4. Website of the European Union: Scholar
  5. Hall, E. T. (1976). Beyond Culture. Garden City, NY: Anchor Press.Google Scholar
  6. Hofstede, G. (2001). Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations, 2nd edition. Sage Publications.Google Scholar
  7. Klaus, H., M. Rosemann, and G. G. Gable. (2000). “What is ERP?” Information Systems Frontiers, 2(2), 141–162.Google Scholar
  8. Kotabe, M. and K. Helsen. (2001). Global Marketing Management, 2nd edition. New York: Wiley.Google Scholar
  9. Lynn, M. and B. D. Gelb. (1996). “Identifying Innovative National Markets for Technical Consumer Goods,” International Marketing Review, 13(6), 43–57.Google Scholar
  10. Morden, T. (1999). “Models of National Culture - A Management Review,” Cross Cultural Management, 6(1), 19–44.Google Scholar
  11. 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
  12. Rogers, E. M. (1995). Diffusion of Innovations, 4th edition. New York: The Free Press.Google Scholar
  13. 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
  14. 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
  15. Shane, S. (1993). “Cultural Influences on National Rates of Innovation,” Journal of Business Venturing, 8, 59–73.Google Scholar
  16. 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
  17. Steenkamp, J.-B. E. M. (2001). “The Role of National Culture in International Marketing Research,” International Marketing Review, 18(1), 30–44.Google Scholar
  18. 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.Google Scholar
  19. 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
  20. Zmud, R. W. (1982). “Diffusion of Modern Software Practices: Influence of Centralization and Formalization,” Management Science, 28(December), 1421–1431.Google Scholar

Copyright information

© Kluwer Academic Publishers 2003

Authors and Affiliations

  • Yvonne M. van Everdingen
    • 1
  • Eric Waarts
    • 1
  1. 1.Rotterdam School of ManagementErasmus University RotterdamRotterdamThe Netherlands

Personalised recommendations