Culture and adoption rates.

Most international marketers are aware of the different rates of adoption of innovations in different countries and there is some acceptance that adoption rates are linked to culture. To optimise introduction strategies, we need to be able to identify the cultural characteristics that may influence adoption rates for different products. The most widely used cultural scale is that of Hofstede and it has been applied to the uptake of new products in a few categories. Another potentially useful scale is that of Hall, which ranks culture based on the need for low or high context (independent information sources or information from other people) and on whether people are focused on …