Surveys of Australian consumers before and after French nuclear testing in the Pacific show clear evidence of negative responses of consumers to the 1995 testing. Although evaluations of French products did not decline, evaluations of France and the French did. However, by 2005 ratings of French products and France had more than recovered. A model of effects among country and product belief sets is proposed and tested. The model is strongly supported and helpful in understanding the process of image recover.
A study of citations in four prominent journals indicates how deeply Hofstede's conceptualization dominates the understanding of culture in international business research. The implications of this intellectual hegemony for the development of the field are examined After considering some critiques of Hofstede's approach, three diverse alternatives to the value-based approach are discussed.