An Exploratory Examination of the Influence of National Culture on Cross-National Product Diffusion

Abstract

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.