Culture change and globalization: The unresolved debate between cross-national and cross-cultural classifications

This study intends to examine the assumptions of culture homogeneity within nations and its stability in the current global context. First, by using a sample of 720 respondents (207 in Canada, 263 in Japan, and 250 in Morocco), it empirically examines the cultural values of three countries at three different continents (Canada in North America, Japan in East Asia, and Morocco in North Africa) and compares the findings to Hofstede's framework. Second, it tests for the existence of cultural segments transcending the national boundaries. Cultural values are measured using the horizontal-vertical individualism and collectivism scale. The findings show that: (i) horizontal collectivism dominates the cultural environment of these three countries; (ii) horizontal collectivism and horizontal individualism coexist in Canada; and (iii) vertical individualism characterizes Morocco and Japan more than Canada. In addition, the study reports three segments that transcend national borders, each of them sharing the same cultural values. When compared with each other, the three clusters completely differ on horizontal collectivism, vertical collectivism, and horizontal individualism. The research concludes that some changes are occurring in cultural values/patterns in the three studied countries. (C) 2015 Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. All rights reserved.