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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
You can always find the topics here!Topics: Marketing, Korean culture, Standardization, Self actualization, Marketing strategies, Christianity, Advertising research, Emerging markets, Buddhism, Customers
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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.
Journal of Marketing Theory and Practice © 2003 Taylor & Francis, Ltd.