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When Is a Hierarchy Not a Hierarchy? Factors Associated with Different Perceptions of Needs, with Implications for Standardization - Adaptation Decisions in Korea

Mary Anne Raymond, John D. Mittelstaedt and Christopher D. Hopkins
Journal of Marketing Theory and Practice
Vol. 11, No. 4 (Fall, 2003), pp. 12-25
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/40470115
Page Count: 14
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When Is a Hierarchy Not a Hierarchy? Factors Associated with Different Perceptions of Needs, with Implications for Standardization - Adaptation Decisions in Korea
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Abstract

The standardization of marketing strategies relies on the assumption that consumers worldwide have similar needs and wants. A core theory that scholars use to support the universality of needs and wants is Maslow's Hierarchy of Needs. This study examines whether Maslow's Hierarchy of Needs is perceived in a similar manner in Korea, as compared to how it has been traditionally defined in Western cultures. The results indicate that Korean "blue-collar" workers perceive belongingness to be their strongest need. Furthermore, foreign influence (working with non-Korean managers, co-workers and/or customers) and age are shown to significantly impact perceptions of needs among Korean workers. Based on these results, implications for standardization and adaptation of marketing strategies and future research are discussed.

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