An Application of Hofstede's Cultural Dimensions for International Marketing: A Focus on the Distance between Korea and Mongolia

Abstract

The purpose of this paper is to examine a comparison of culture distance between South Korea and Mongolia with the Hofstede Model. Hofstede’s cultural dimensions include power distance, individualism, masculinity, uncertainty avoidance, long-term orientation and indulgence. Although cultural distance has been analyzed using the model among many countries, the Mongolian culture dimension has not been studied yet. Mongolia is an East Asian country; however its culture is nomadic and it is different from the other East Asian countries. Thus, we will introduce a new dimension score for Mongolian culture and examine cultural distance. We focus on only PDI, IDV and IVR. Our study intends to show how Mongolian culture is different from South Korean as well as other East Asian several countries. We hope that our research results will have important implications for those who want to easily understand the dimension of Mongolian cultural distance.

Keywords: cultural distance, Hofstede model, Mongolia and Korean distance

JEL Classification: M10, M31