Why marketers need a new concept of culture for the global knowledge economy

Marketers are berated for their dependence on Hofstede and his concept of culture which stems from nineteenth century anthropology. International marketing studies need a new approach to culture, which is consistent with the workings of the global knowledge economy. It is argued that it is no longer satisfactory to associate culture with markets perceived as national aggregates of characteristics. Rather culture is seen as a knowledge resource waiting to be discovered in marketing relationships and clusters of affinity. A five‐point scheme for the foundation of a new approach to culture is presented.