Abstract
Culture predefines the framework of needs, beliefs, and norms in most decisions humans make in their lives. However, the impact of culture often tends to be neglected in the investigation into adaptation of mobile business technologies. This chapter aims to address that lacuna by highlighting cultural differences and their consequences for the diffusion of mobile technologies in business and society, as well as its acceptance in mobile direct marketing and mobile commerce. We achieve our objective in the following four steps: • Highlight the impact of culture on the adoption and acceptance of mobile technologies, • Introduce measures for the assessment of cultures by means of quantitative indices (e.g., Schwartz values, the Hofstede dimensions), • Correlat the assessment of culture with mobile activities in selected societies, and • Discuss implications for the introduction of innovative mobile commerce services.
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