Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Convergence of The Global Cell Phone Market and Universal Cell Phone Behaviours

Author(s): Haverila Matti, Jenny Haverila

Purpose: This study investigated the convergence of global cell phone markets in six countries and the possibility that specific cell phone behaviours have become universal as a consequence. In addition, the impact of national culture in the context of the same six countries was examined. Design/Methodology/Approach: The study was conducted among high school and undergraduate college students in Finland, the United Arab Emirates, China, Canada and New Zealand. Following the relevant literature review, the paper analysed 1,326 responses of respondents residing in metropolitan areas, so that 408 of the responses came from Finland, 190 from the United Arab Emirates, 314 from China, 280 from Canada and 134 from New Zealand. Findings: The results indicate that there is significant evidence of convergence in global cell phone markets, in terms of ownership during the 2000-2015. In the six countries studied, the fast pace of convergence has not, however, caused the cell phone behaviours to become fully universal, as significant differences exist in cell phone behaviours. The paper concludes with a discussion regarding the academic and managerial implications. Originality: There has been a significant movement towards full convergence, but the market is not yet there. In terms of behaviours, the results indicate lack of full convergence. Also, as regards to the cultural issues, it was discovered that the more masculine the country the less concerned the people are with cost efficiency. In addition, “Safety/security” is positively related to power distance and masculinity indicating that the higher the power distance/masculinity the more concerned the individuals are with safety and security. Also, it appears that the more masculine the country, the more dependent individuals appear to be to their cell phones.

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