Long-term orientation and the passage of time: Is it time to revisit Hofstede’s cultural dimensions?

Abstract

Hofstede’s cultural dimensions are one of the most commonly referenced cultural models in the literature, but it has also been criticized for its inflexibility in terms of allowing for cultural changes over time. In this study, we focus on one salient dimension of national culture, long-term orientation (LTO), to investigate cultural change over time. Using the LTO scale developed by Bearden et al. ((2006) A measure of long-term orientation: development and validation. Journal of the Academy of Marketing Science 34(3): 456–67), we conducted a survey in Brazil, China, Colombia, India, Portugal, Romania, Spain, and Turkey, and collected 1,452 valid responses. Our study provided new evidence on LTO national ranking and cultural change. We found the countries surveyed no longer appear to be in the same relative positions as when Hofstede first published his results in the 1980s, or his more recent results based on data from the World Value Survey (WVS). Implications for practitioners, academics, and students in the cross-cultural management field are discussed.