Adoption of innovations in cross-national settings: Do cultural dimensions have an influence on takeoff point?

Abstract

Despite the claim that the phenomenon of globalization causes convergence of national markets, contradictory evidence suggests that cultural differences persist. Indeed, there are other national attributes which affect the adoption dynamics of innovation. Companies can, therefore, enhance their competitive position by taking account of this reality in their operations. In addition, determining accurately both adoption trajectories and turning points is essential for a better understanding of the process of diffusion. Especially important is the intermediate takeoff point between introductory and growth phases, because it is here that a complete change in dynamics takes place. The current thesis focuses on the adoption dynamics of cross-national innovation adoption takeoff and the evolution of innovation adoption in different cultures.

This research explores the determination of takeoff point from a cross-national perspective and considers the influence of culture on the dynamics of takeoff. The objective is to discover if innovation adoption takeoff point can be determined, and if so, how this can be determined reliably. A further objective is to ascertain if cultural dimensions influence the occurrence of takeoff. The thesis is based on five separate studies that investigate the domain from different perspectives. Three of these studies deal with the determination of takeoff point and two with the influence of cultural dimensions on the occurrence of takeoff.

The results show that there are various ways to determine takeoff point but the way in which it can be reliably and coherently determined is by employing the method of content analysis. This requires at least two expert analysts, thorough preparation and procedure follow-up. The results also produced clear evidence for the cross-national influence of cultural dimensions on the occurrence of takeoff at a global level. The findings of this research highlight the challenges associated with the commercialization of innovation and with the early phase of innovation adoption. Further, the outcomes of this study can be utilized extensively by companies in meeting the challenges of international scope of operations.

Keywords: takeoff point, adoption of innovations, cultural dimensions, national attributes, cross-national