Dimensions Of National Culture Research Articles

A comparative analysis of creativity: Australian and Iranian early childhood national policy frameworks

ABSTRACT This article compares the conceptualisations of creativity between the early childhood policy frameworks from Iran and Australia to demonstrate how cultural differences influence understandings and representations of creativity. The Organisation for Economic Cooperation and Development Organisation for Economic Co-operation and Development. 2019. “PISA 2021 Creative Thinking Framework: Third Draft.” OECD. https://www.oecd.org/pisa/publications/PISA-2021-creative-thinking-framework.pdf. suggests that students in all contexts and across all levels of education need to learn how to engage productively in the practice of generating ideas, reflecting upon ideas valuing both relevance and novelty, and how to iterate their ideas to a satisfactory outcome. This research draws from Hofsted, G. 2020. “Hofsted Insights.” https://www.hofstede-insights.com/ and Hofstede, G. 1980. Culture's Consequences. Beverly Hills, CA: Sage. three dimensions of national cultures for interpreting the cultural differences between Australia and Iran, as well as Vygotsky, L. S. 1987. “Imagination and Creativity in Childhood.” In In the Collected Works of L. S. Vygotsky, edited by R. W. Rieber and A. S. Carton. Vol. 1. New York, NY: Plenum Press socio-cultural theory. This study analyses how creativity is represented within the policy documentation drawing from four perspectives (psychology, education, sociocultural and art). Findings suggest similarities for how creativity was conceptualised, however, significant differences were found pertaining to culture. These results assist in understanding how global influences on early childhood education policies regarding creativity can be interpreted and implemented in response to different culturally- situated contexts. A significant implication of this study is its call for policy makers and teachers to factor in cultural differences in developing children’s creativity.

Relationship Between National Culture Dimensions and Safety Climate in Construction Companies of Abu Dhabi

Introduction: The purpose of this study was to explore the relationship between national culture dimensions and safety climate in the construction industry of Abu Dhabi, particularly among Bangladeshi, Indian, and Pakistani workers who constitute almost half of the total migrant workforce. Methods: The study utilized a stratified purposive sampling method to survey workers in selected construction companies. The questionnaire used for data collection was adapted from the Value survey model (VSM) and Nordic safety climate questionnaire (NOSACQ) and was translated into Bengali, Hindi, and Urdu. Results: The results were analyzed using the Statistical Package for the Social Sciences (SPSS). The study found that the overall safety climate in the construction companies was poor (Mean=2.36, SD=0.40), with no significant difference in safety climate perception among different nationalities (F-value (0.858), (p = 0.427). The comparison of national culture dimensions between different nationalities was found on individualism F (2,125) = 5.929, p=.003, masculinity F (2,125) = 5.113, p=.007, Long term orientation F (2,125) = 3.116, p=.048, and indulgence vs restraint F (2,125) = 3.526, p=.032 dimensions. Furthermore, the relationship between safety climate and power distance was 0.381 (p = 0.01), between safety climate and long-term orientation was 0.344 (p = 0.01), between safety climate and individualism was 0.196 (p < 0.05), between safety climate and indulgence vs restraint was 0.068 (p = 0.01), between safety climate and uncertainty avoidance was -0.099 (p = 0.01), and between safety climate and masculinity was 0.163 (p = 0.066). Conclusion: All worker’s perception about safety climate was found to be poor. However, significant differences were observed in national culture dimensions, including individualism, masculinity, long-term orientation, and indulgence vs restraint, among Bangladeshi, Indian, and Pakistani workers. The study also revealed a positive relationship between power distance, long-term orientation, and individualism dimensions and safety climate. In contrast, indulgence, masculinity, and uncertainty avoidance had no significant impact on safety climate.

Cultural implications in innovation adoption: an analysis in three countries

Purpose: The study aimed to evaluate the relationship of two national cultural dimensions (individualism and uncertainty avoidance) with the consumer innovativeness. Methodology/approach: A descriptive research as conducted with three groups from three different countries, which evaluated, through a survey, the propensity of the respondents to look for innovations actively and independently. Originality/Relevance: Considering companies are constantly introducing new products and services in countries where cultural traits are different, the understanding of the consumer behavior is fundamental for evaluating the acceptance of these innovations. Key findings: It was observed that groups with strong collectivists characteristics, Brazilians and Colombians, tend to rely on the positive experience of friends and relatives to adopt an innovation. Regarding the uncertainty avoidance dimension, the results showed no significant differences among the three groups. Theoretical/methodological contributions: With the constant intensification of the international trade, it is necessary to make an understanding of the peculiarities of a target audience for products and services, in order to create appropriate positioning strategies, because the levels of individualism of a culture act directly on consumers’ perceptions regarding the adoption of innovation.

Macroeconomic stability of the country: the nexus of institutional and behavioural dimensions

The ongoing globalisation, recessions, and fluctuations in world development require the acceptance of timely government interventions and decisions to save the country's macroeconomic stability. The literature analysis has confirmed a gap in research on assessing and comparing macroeconomic stability at different levels of development, especially in terms of studies that consider the behavioural (culture and trust) dimensions and the quality of institutions. This paper aimed to empirically assess how the achievement of macroeconomic stability depends on the quality of institutions, increasing society's trust, and cultural diversity. This study investigated post-communist economies among EU countries and Ukraine (as the candidate for EU) over 2005-2020. Pearson correlation, OLS and FGLS, robustness test output, GEE, and stochastic frontier model were applied to achieve the paper's aims. The findings confirmed that countries with high-quality of institutions had a higher value of macroeconomic stability. In addition, social trust positively affected the relationship between the quality of institutions and macroeconomic stability. At the same time, various national cultural dimensions had different effects on macroeconomic stability. The four indicators of Hofstede Insights (power distance, masculinity, uncertainty avoidance, and indulgence) had a statistically significant impact on macroeconomic stability.

National culture and firms’ cash holdings: The role of indulgence and its boundaries

We examine the influence of indulgence vs restraint (IVR), an understudied national culture dimension of Hofstede’s framework, on firms’ cash holdings to shed light on how culture influences this firm behavior and the boundaries of this effect. We argue that, when compared to their restrained-society counterparts, indulgent-society firms will hold higher cash levels due to their greater propensity for risky investments (precautionary motive) and their managers’ weaker moral constraints (agency motive). We also argue that firms’ leverage and risky investment levels will intensify, and firm size and countries’ shareholder protection levels will attenuate the positive effect of indulgence on firms’ cash holdings. The results of our HLM analyses on 16,997 firms across 39 countries verify our arguments and contribute to a more enhanced understanding of national culture’s role in firms’ cash holdings.

Perceived managerial and leadership effectiveness within multinational corporations in Saudi Arabia: The role of Islamic and Wasta values

AbstractThe Kingdom of Saudi Arabia (KSA) presents a promising yet volatile environment for international business. US‐centric models dominate management/leadership studies in the Arab Gulf Region, while emic, indigenous, and context‐specific studies remain scarce. To rectify this epistemic injustice, we have conducted a qualitative Type 3 (emic‐as‐emic) indigenous ‘critical incident' study of managerial behavior exhibited by expat and local managers within MNCs operating in Saudi Arabia. This has led to an emergent KSA‐related two‐factor taxonomy comprised of 15 behavioral dimensions (BDs) that differentiate effective managers from ineffective managers, as perceived by their Saudi colleague managers and staff. The positive (effective), and most of the negative (ineffective) BDs are endorsed by Islamic and tribal Wasta values, thus lending support to literature on culturally endorsed implicit leadership theories, while simultaneously calling for increased attention toward proximal cultural factors rather than distal national cultural dimensions. Comparing our findings against those of an equivalent study in the United Arab Emirates reveals significant similarities and interesting differences, thus challenging the notion of a homogenous ‘Arab culture'. The derived taxonomy offers an insightful, contextually relevant, and richly described understanding of specific types of managerial behavior that managers within MNCs in Saudi Arabia, and perhaps in other Arab Gulf desert countries, should strive to emulate or conversely avoid if they are to be perceived effective by their respective superiors, peers, and subordinates. After discussing the theoretical and practical implications of our findings, we outline the limitations of the study and suggest several directions for future research.

Sociocultural factors and academic openness of world countries

Abstract Academic openness (i.e., the extent of collaborative academic activities of nations with external actors in the science communication system) has been regarded as a major contributor to strong science. We used several nation-level data sets to explore the associations of sociocultural factors with the academic openness of world nations. To check the robustness of relationships, two distinct data sets for academic openness of nations were used in this research. Our findings showed the strong relationships of some dimensions of national culture and (economic and human) resources with both academic openness indicators. The findings were discussed considering Schwartz’s national culture theory, and the implications were presented in conclusion.

Ethical Leadership and Corporate Social Responsibility in Diversified Business Groups: a Conceptual Model of Asian and Latin America

Purpose: This research provides a brief review which explores theories and concepts in International Business (IB) and management, covering global market dynamics, factors influencing foreign direct investment, the role of national culture in socially responsible policies, decision-making processes, evolving trends in CSR, ethical leadership's relationship with CSR in diverse business groups, and advancements in online communication, simulation games, and enterprise systems. Valuable insights for practitioners and scholars are provided, illuminating the complexities of the dynamic field of business and management.
 
 Design/Methodology/Approach: This research paper employs diverse methodological approaches, including literature review, qualitative analysis, and theoretical modeling, to investigate various aspects of IB and management. Through a qualitative synthesis approach, key themes and findings related to the research topic are identified.
 
 Findings: This research highlights the significance of digital platforms in delivering global consumer value. Cultural differences influence Foreign Direct Investment (FDI) inflows, shaped by host country norms. European SMEs' profitability, responsible conduct, and B2B relationship tendencies are affected by national culture dimensions.
 
 Theoretical Implication: This analysis reveals the impact of digital platforms, cultural differences, and national culture on global markets and international business. It emphasizes ethical leadership, institutional diversity, strategic direction, and human rights.
 
 Managerial Implication: Managerial implications for international business strategies include leveraging digital platforms for value creation, assessing cultural agility competencies in talent identification, considering socio-cultural context in framing victimization experiences, incorporating factors like corruption, contract enforcement, IP protection, and cultural compatibility in FDI decisions.
 
 Industrial Implication: Significant implications found for the industry in utilizing big data, including ethical and legal considerations. Cultural adaptation crucial for FDI strategies and CSR initiatives. Ethical leadership as a competitive advantage for CSR.
 
 Originality and Value: This literature review highlights the significance of cultural adaptation in global markets, exploring the impact of national culture on corporate behavior. It introduces a novel model for ethical leadership and CSR in Digital Platforms and Ecosystems (DPEs). It serves as a valuable resource for researchers, policymakers, and practitioners in the field of International Business, identifying research gaps for future studies.

ANALYZING THE FACTORS THAT AFFECT THE AMOUNT OF PLASTIC WASTE

One of the biggest environmental issues facing the planet today is plastic garbage, which was created by people and has an effect on them as well. Although though governments have implemented policies, rules, and other initiatives to increase public awareness of and engagement in decreasing plastic trash, the statistics has not changed, and this amount keeps rising every year. Several nations appear to be having trouble solving this problem. In addition, according to the World Bank, the country produces more plastics the wealthy its citizens are. By evaluating behavior and educating people, culture and education can be the answer to this problem. As people get more educated, their awareness of and care for the environment increases. The relationship between each of these factors—culture, education, national income, and government role and environmental problems might potentially help minimize plastic waste. Consequently, the goal of this study is to pinpoint the variables that may have an impact on the volume of plastic garbage and examine how these variables may affect the quantity of plastic waste in various nations. Hofstede's national culture dimension (Power Distance, Collectivism and Individualism, Masculinity and Femininity, Uncertainty Avoidance, Long-term Orientation and Short-term Orientation, Indulgence and Restraint), wealth per capita, education, and the government's plan and policy on sustainable consumption are the variables that will be examined. In this study, worldwide data for the year 2018 is gathered from 66 different nations utilizing secondary sources, and the data is then analyzed using the Multiple Linear Regression approach. According to the findings, there is a strong correlation between individualism and collectivism and the volume of plastic garbage. The results of this study should help each nation's government reduce the quantity of plastic garbage that is generated.

Are IT Workers from Mars? An Examination of Their National Culture Dimensions

The information technology (IT) workforce is characterized by several unique and contextual factors, such as the technology, the occupation itself, and the human factors. Among the human factors, global information systems (IS) studies have examined the role of national culture to explain many workforce differences and nuances across nations. In such cross-cultural research, IS researchers have primarily utilized the published scores of national culture dimensions as provided by the preeminent social psychologist and culture scholar Geert Hofstede and have applied them to various IT populations within a country. Given that the IT profession is unique in many respects, and there is cultural heterogeneity within a country, our study embarked on independently measuring and verifying the national culture values of IT employees in 37 countries. By using the original Hofstede scales, scores were obtained on five national culture dimensions: power distance, uncertainty avoidance, individualism, masculinity, and long-term orientation. We found significant differences between the national culture scores of IT employees and those available in the literature for the general population. Our results are novel and have profound significance. There are major implications for both past and future studies in cross-cultural research as well as for practitioners who interpret and utilize the findings of such research.

Investigate relationship of national culture dimensions with entrepreneurial performance in Pakistan: An empirical study

Many companies have recognized the importance of cultural dimensions influencing overall organizational performance for their aggressive advantage. The aim of this study is to examine the relationship of national culture with entrepreneurial performance in Pakistani manufacturing companies. This was a cross-sectional study with a descriptive research design conducted among staff and managers from the Lahore Chamber of Commerce. A total of 307 respondents were conveniently selected to participate in this study and completed a series of questionnaires. A questionnaire was developed, distributed and collected as the main method of data collection. Descriptive statistics and SEM were used to analyze study data from SPSS and Smartpls4. The study results show that there is a significant correlation between national cultural dimensions and entrepreneurial performance. This study found that power distance, uncertainty avoidance, masculinity/femininity, individualism/collectivism were significantly and positively correlated with organizational performance. Research has shown that subculture has an impact on how commercial company sport is conducted in a company. Therefore, it affects the overall performance of the company as a whole. Even if managers and their employees have similar attitudes about how performance should be made, this leads to good results in the workplace. The study concluded that all 5 cultural dimensions were drastically and unequivocally correlated with the organization's overall performance.

Culture and payout policy: International evidence

The purpose of the study is to examine the effect of national culture on corporate payout mix policy (dividends and share repurchases). Using an extensive data set covering 55 countries during 1980–2018, we find that the national cultural dimension significantly affects the payout policy mix, choice, and levels. Firms in countries with high uncertainty avoidance, masculinity, long-term orientation, and indulgence vs. restraint are inclined to pay out through share repurchases. In contrast, firms in countries with low uncertainty avoidance, masculinity, long-term orientation, and indulgence vs. restraint tend to pay out through dividends. Our findings are robust to control for firm and country characteristics, alternative payout ratios, different culture proxies, sub-period samples, and subsamples.

The impact of national culture in the development of complexity reasoning skills: An international comparison

There is a clear inequality in gender distribution for the STEM areas (Science, Technology, Engineering, and Mathematics). Furthermore, there is a noticeable lack of diversity and a socio-economic gap that requires actionable solutions. To explore potential factors that affect the participation of women in STEM, this paper reviews two possible groups of determinants: national culture and complexity thinking. A survey with 684 respondents from higher education institutions in Chile, Ecuador, Mexico, and Spain was undertaken. The instrument measured four components of complexity thinking namely critical, scientific, innovative, and systemic). Using analysis of variance between two groups and between multiple groups, differences were observed between the countries’ samples and between genders. Once the significance was confirmed, boxplots for each dimension were elaborated to facilitate the visualization of the distributions. The scores were compared with the national culture values to seek possible behavioral patterns in the data. The results reveal two groups between the observed countries. Also, there are clear indications of a relationship between the national culture dimensions and the complex thinking components.

National Culture and Financial Capability: A Global Perspective

The origins of financial capability assessed at the country level can be traced back to the socio-economic and quality of life factors. However, the role of national culture should be considered equally important. Hence, differences in national culture are hypothesized to correlate with average financial capability levels at the country level. This study attempts to answer an important question: What is the relationship between culture and financial capability at the country level? The data for this study originate from four diverse sources provided by the World Bank (two datasets), United Nations, and Hofstede Insights. The final dataset includes data from 137 countries. As a measure of financial capability, we use an aggregate index combining financial behavior (account ownership) and financial knowledge. Culture is measured using six dimensions of national cultures from Hofstede Insights: Power Distance, Masculinity, Uncertainty Avoidance, Individualism, Long-Term Orientation, and Indulgence. The results show that certain dimensions of culture are strongly correlated with financial capabilities at the country level even after controlling for the level of economic development. Positive relationships between financial capability and three cultural factors—Individualism, Long-Term Orientation, and Indulgence—are noted. In addition, Uncertainty Avoidance is negatively associated with financial capabilities. The observed relationships are non-linear. Specifically, Individualism and Long-Term Orientation are positive correlates of financial capability up to a certain level (the score of 75 and 50, respectively, on the scale 0–100), Individualism is a positive correlate starting at the score of 25, while Uncertainty Avoidance is a negative correlate up to the score of 75.

National culture and the revenue‐expense matching

AbstractPrior studies on the link between country‐level cultural aspects and firms' arbitrary accounting practices are scant, and they show mixed results. To gain more insight about the impact of national culture on earnings characteristics, we exploit the matching concept between revenues and expenses, which well reflects managerial estimation and discretion in earnings quality. Using a large sample of 57 countries over the period 1989–2012, we find that (1) the economic association between revenues and expenses becomes stronger in firms from collectivistic and high uncertainty‐avoidant countries, (2) the impact of these dimensions of national culture on the matching is more salient for firms from countries characterized by a higher level of accrual accounting, a greater proportion of special‐items, and limited openness, and (3) the cultural impact on matching is mainly driven by the correlation between revenue and discretionary expense (i.e., selling, general, and administrative expense). These findings are consistent with the view that national culture plays an informal governance role to influence firms' discretionary accounting choices.

Perceived organizational culture and employee performance: moderating role of supervisor humor

PurposeThe idea of using positive humor as a managerial tool is gaining traction in both academia and organizations. The purpose of this paper is to test whether supervisors' use of positive humor in organizations in different perceived cultures (hierarchical, clan, market and adhocracy) influences employees' in-role and extra role performance.Design/methodology/approachThe sample includes 317 clinical and non-clinical employees in public hospitals in Palermo, Italy. Hypotheses are tested using structural equation modeling.FindingsResults indicate that supervisor positive humor has a direct relationship with employee in-role and extra-role performance. Also, supervisor positive humor has a moderating impact on the relationship between organizational culture and in-role and extra-role performance. Moderating effect of supervisor humor have a greater impact on extra-role performance towards individuals or organizational citizenship behavior toward individuals (OCBI).Research limitations/implicationsThe first limitation is that this study examines only positive or adaptive kinds of leader humor; negative or maladaptive humor is not included. A further limitation is the role of social (national) organizational culture in our construct. It is claimed that, specific components of national organizational culture are more significant compared with others and that some national organizational cultures are more vital to performance in one part of the organization compared to others (Nazarian et al., 2017). Hofstede's original four dimensions of national culture: power distance, individualism, uncertainty avoidance and masculinity/femininity could be analyzed separately to investigate the role of each variable on the study’s construct.Practical implicationsAs Romero and Cruthirds (2006) mentioned, organizations can establish “humor-training seminars” to make the supervisor and team members aware of the benefits of humor in the workplace. For instance, subjects such as appropriate types of humor, gender and ethical differences in appreciating the humor, and matching the humor style with the specific organizational outcome can be discussed. To understand and apply appropriate organizational culture in public organizations, it is beneficial to know which types of culture encourage employee in-role/extra-role performance. This study compared the consequences of the specific dominant culture in relation to the objective of the organization. However, one solution does not fit all. Sometimes managers inevitably follow trends in their industries without noticing other variables (Mason, 2007).Social implicationsAs Romero and Cruthirds (2006) mentioned, organizations can establish “humor-training seminars” to make the supervisor and team members aware of the benefits of humor in the workplace. For instance, subjects such as appropriate types of humor, gender and ethical differences in appreciating the humor, and matching the humor style with the specific organizational outcome can be discussed.Originality/valueThis paper provides evidence to suggest that supervisor humor results in greater employee in-role and extra-role performance.

Loneliness among single and coupled individuals in response to the COVID-19 pandemic: A cross-country analysis

Background/ObjectiveResearch suggests that the COVID-19 pandemic has increased social isolation and loneliness and that, in general, single individuals experience a higher degree of loneliness than coupled individuals. Loneliness may also vary across cultures as a function of social norms and Hofstede's dimensions of national culture. Therefore, the aim of the present study was to examine whether the link between relationship status and loneliness in the context of the COVID-19 pandemic differed across countries as a function of cultural values captured in terms of Hofstede's six dimensions of national culture. MethodMultilevel modeling was used to analyze the archival data collected in the COVIDiSTRESS Global Survey (41 countries and 102,957 participants) and the COVIDiSTRESS Global Survey - Round II (23 countries and 8227 participants). ResultsThe analyses demonstrated the statistical significance of the interactions between relationship status and six Hofstede's dimensions of national culture in the link between relationship status and loneliness. The estimated effect sizes of these interactions were, however, almost zero. ConclusionsThe lack of effect size of the interactions between relationship status and Hofstede's dimensions of national culture for loneliness may have substantive significance. This finding implies that, on average, loneliness as a function of relationship status may be less reactive in the context of the COVID-19 pandemic to the effects of social norms and values across which countries vary.

Cultural influences on stigma of failure and entrepreneurial activity

Purpose This paper aims to draw from research on culture, stigma and entrepreneurial activity to hypothesize that the relationship of stigma with the level of entrepreneurial activity differs by the dimensions of national culture, i.e. individualism, masculinity, uncertainty avoidance and power distance. Design/methodology/approach The hypotheses were tested with data from 15 countries spanning over a 15-year period. Poisson regressions were used. Findings Results from Poisson regressions supported the hypotheses for the differences based on the “individualism,” “masculinity” and “power distance” dimensions of culture on the relationship between stigma of failure and entrepreneurial activity. However, the hypothesis for the differences based on the “uncertainty avoidance” dimension of culture was not supported. Originality/value Fostering entrepreneurship has been important for several countries around the world. A number of factors influence the phenomenon of entrepreneurship. In this paper, research in the areas of culture, stigma and entrepreneurship is brought together to explain how the stigma of failure may be intensified or mitigated in different cultural contexts. The results suggest that policies and attempts to alleviate stigma of failure for promoting entrepreneurship need to consider the complex interactions occurring within the cultural contexts in which entrepreneurs operate. Such initiatives should enhance their effectiveness.

The Correlation between Hofstede's Cultural Dimensions and COVID-19 Data in the Early Stage of the COVID-19 Pandemic Period.

COVID-19 (coronavirus disease 2019) has become the deadliest virus to affect the international community in recent history, with more than 760 million people infected and more than 6.87 million deaths as of March 2023; therefore, based on Hofstede's national cultural theory, this study collected Hofstede's six national cultural dimensions on a global scale, namely, power distance (PDI), individualism/collectivism (IDV), masculinity/femininity (MAS), uncertainty avoidance (UAI), long-term/short-term orientation (LTO), and indulgence/restraint (IVR) scores, and COVID-19 data from the World Health Organization (WHO) from 22 February 2020 to 30 February 2021. Then, based on eight items of global COVID-19 data, this study analyzed the correlation between Hofstede's six dimensions and the COVID-19 data from six regions (Africa (AFRO), Europe (EURO), the Americas (AMRO), the Western Pacific (WPRO), South East Asia (SEARO), and the Eastern Mediterranean (EMRO)) divided by the WHO. This study found the following: (1) Hofstede's six cultural dimensions indeed have a significant correlation with the COVID-19 data of different WHO regions in different ways. (2) Except for IDV and UAI, PDI is a highly critical factor and has a significant correlation with the COVID-19 data from AFRO and EMRO. MAS also is an important factor and has a significant correlation with COVID-19 data from WPRO and SEARO. Meanwhile, LTO has a significant correlation with some COVID-19 data from the AMRO region, and IVR has a significant correlation with some COVID-19 data from the EURO region. Finally, the new insights from this study are worthy of further study by scholars, and they will be of great help to global governments and medical institutions in formulating policies to suppress infectious diseases in the future.

The role of national institutions in the effects of consumers’ perceived customer orientation and firm innovativeness

Many multinational corporations force global customer orientation and firm innovativeness. However, little is known about how or why they benefit from perceived customer orientation and firm innovativeness in one country but not in another. The authors fill this gap by referring to information processing and institutional theories. They contribute to research by analyzing the roles of country development and dimensions of national culture in the direct and indirect effects of perceived customer orientation through firm innovativeness on consumer product purchase intention across 53 countries. The results of multilevel structural equation modeling show different explained variances of the institutions and varying moderations for the differently strong effects of perceived customer orientation and firm innovativeness. Institutional theory strongly complements behavioral theorizing. The findings have direct implications for managers interested in understanding how perceived customer orientation and firm innovativeness interact and attract consumers in different country contexts.