Boonghee Yoo and Geon-Cheol Shin
Culture is recognized as a pivotal variable in country of origin (COO) research. The purpose of this paper is to assess culture from an individual perspective and to examine the…
Abstract
Purpose
Culture is recognized as a pivotal variable in country of origin (COO) research. The purpose of this paper is to assess culture from an individual perspective and to examine the extent to which individual cultural orientations have similar associations with 33 manager- and consumer-related variables between two culturally opposite countries: the USA and South Korea.
Design/methodology/approach
An online survey is used. The sample size is 540 for the US sample and 572 for the Korean sample. The correlational similarity between the cultural orientations and other variables is analyzed in three ways and confirmed invariant in the majority cases of each analysis.
Findings
Individual cultural orientations are measured by Cultural Value Scale (Yoo et al., 2011), a 26-item five-dimensional scale measuring Hofstede’s typology of culture at the individual level. The three-faceted similarity test of each of the 165 pairs of correlations between the USA and Korea samples (i.e. 33 variables × 5 dimensions of individual cultural orientations) shows that the majority of the correlations are significantly similar between the two countries.
Originality/value
This is a first study in examining the invariance of the relationships of all five dimensions of Hofstede’s culture at the individual level to a variety of variables. As the invariance is found to be a norm, the role of culture in the COO phenomena can be studied at the individual level in a country and be expanded to other countries.
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Leonard Lynn, Pamela Meil and Hal Salzman
This paper seeks to explore the processes by which the offshoring of technology development to India and China by Western and Japanese multinationals has evolved from the…
Abstract
Purpose
This paper seeks to explore the processes by which the offshoring of technology development to India and China by Western and Japanese multinationals has evolved from the localization/simplification of technology for local markets to the development of advanced technology in India and China for global markets.
Design/methodology/approach
Case studies were developed based on 190 interviews conducted in China, India and several other countries. Respondents included multinational home country and offshore managers, as well as local entrepreneurs.
Findings
Rather than following carefully thought out corporate strategies, the offshoring of technology development by multinationals is more often incremental and driven by the ambitions and expectations of Chinese and Indian entrepreneurs and managers. Meanwhile “technology competition” policies proposed in the USA and elsewhere are not taking sufficient account of the processes by which technology development is being offshored.
Originality/value
Techno‐nationalistic policies designed to allow one country to win a race with others in developing and monopolizing new technologies are increasingly dysfunctional. The identification of multinationals with “home countries” continues to weaken. At the same time, technologies and technology workers are more mobile than ever before. Better policies would allow nations to seek mutual benefit through today's more globally dispersed technology development capabilities. Multinational managers in our study were not sufficiently accounting for the costs of offshoring and outsourcing technology, nor were they giving much thought to the longer term implications of their diminishing capabilities to develop or even control the development technology. More thought should be given to what aspects of technology constitute “core competencies” and which provide sustainable competitive advantage in the emerging global environment.