Abstract:
In order to reduce the risk of failure, it is vital to learn about the different cultures around the world
before doing business in other countries. Nonetheless, the existing cross-cultural business literature
dealing with culture assessment methods has been widely criticized (Sharma, 2010). For instance,
most studies operationalize personal cultural orientations for individual consumers based on the
national scores on Hofstede (1980, 1991) cultural dimensions. In response to these concerns, the
Cultural Values Scale (CVSCALE) is a 26-item scale that has been developed by Yoo, Donthu, and
Lenartowicz (2011) to capture Hofdtede’s (1991) five cultural dimensions at the individual level.
However, none previous studies have investigated these dimensions in Central Africa in general and
specifically in Cameroon, a country which has many different ethnic groups. Therefore, the aim of
this paper is to test the reliability and validity of the CVSCALE in Cameroon. The sample of this
study is based on 700 managers working in a French or English context and belonging to 8 different
ethnic groups. Exploratory factor analysis as well as confirmatory factor analysis are conducted by
the authors. Results indicate that the CVSCALE exhibits appropriate reliability and validity. This
study allows consumer researchers and business practitioners to assess the cultural orientations of
individuals and to use primary data instead of cultural stereotypes. The CVSCALE is also very
adequate for global market segmentation. Global product and brand managers will benefit from the
scale because they can find equivalent market segments across countries based on consumer
groupings showing similar cultural orientations.
