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CHANGES IN NATIONAL CULTURE AND ITS INFLUENCE ON INNOVATION: THE CASE OF CROATIA

The relationship between national culture and innovation has been analysed in a substantial body of literature. Most of these studies were conducted at a certain point in time and did not account for the changes that can happen in national culture. Forces, such as globalization and internationalization as well as technological contingencies, could be factors that catalyse the change in national culture. However, there is still not enough research on this topic. The aim of this paper is to answer the question how and to which extent national culture influences innovation and to propose a research model that will take into account the changes happening within a nations culture and the potential changing face of the relationship between national culture and innovation. In order to do so, we view values of Hofstede’s dimensions of national culture in a sample of undergraduate business administration students in a Croatian university and compare them to national value scores based on World Values Survey conducted in Croatia. We find some differences between national culture dimensions in the student sample and the dimensions at the national level, lending empirical proof to the argument that national culture dimensions can change over time.

national culture, changes in national culture, Hofstede`s six cultural dimensions, innovation, Croatia

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