Abstract
The authors describe the role that cultural assumptions play in the transfer of new communication technologies between the West and third world countries. They contrast Great Britain, West Germany, and India on five value orientations along which cultures vary: regard for human nature, relationship of man to nature, time orientation, orientation towards activity, and types of relations between people.
Pointing out the widely differing assumptions in implementation research in the West and the third world, the authors argue that successful transfer of communication technologies depends upon a match between the cultural values of the third world country implementing the technology and the assumptions inherent in the technology itself and the implementation process for that technology.
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