Hodnotenie kultúrnych dimenzií obyvateľov Slovenskej republiky a ich dopad na vnímanie reklamy

Abstract

In case of increasing globalization process is changing market in the world. Competition is raising, amount of products which consumers can buy is rising. Therefore intercultural marketing influence is more and more important. All the nations in the world have different values, interests, opinions, customs and many other characteristics. It is necessary to know cultural background of nations and adapt advertising and other parts of communication mix. Researches of cultural dimensions were made in the most states of world. One of the exceptions was Slovak republic. The aim of doctoral thesis was finding and analyzing Hofstede cultural dimensions in Slovakia and to compare them with cultural dimensions of European states and with Czech Republic and to define more efficient strategy – standardized strategy or adaptation strategy.