Although culture is a relevant concept for service marketing, it is simultaneously “the most abstract construct affecting human behavior” (McCort and Malhotra 1993, p. 92). Numerous definitions of culture exist (see Table 3.1). Perhaps the most encompassing analysis on culture definitions is that provided by Kroeber and Kluckhohn (1985), who reviewed and analyzed more than 160 different definitions.


Cultural Dimension Power Distance Uncertainty Avoidance Marketing Research High Uncertainty Avoidance 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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© Gabler | GWV Fachverlage GmbH 2009

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  • Jan H. Schumann

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