This paper aims at providing insights into how innovative culture and competitive intensity together contribute to a company’s level of market orientation. The result based on a sample of 233 companies in HCM city shows that innovative culture has stronger impact on market orientation than competitive intensity. Particularly, innovative culture influences customer orientation, competitive orientation and functional coordination, while competitive intensity only influences competitive orientation.

This study questions the impact of cultural differences on Apple Inc. brand community in three countries: Sweden, Taiwan and Vietnam. On the basis of quantitative and qualitative research, two component factors of brand community are assessed: brand loyalty and psychological attachment to brand community. While the Taiwanese highly evaluate the role of brand loyalty for the formation of brand community and psychological attachment to a brand at moderate level; the Vietnamese consumers highly appreciate both the roles of two factors. In comparison, the Swedish have lowest level assessments. In brief, there are significant differences in the evaluations of these factors of the brand community in cross culture context. Besides, Hofstede’s national culture theory is applied as the explanation for the research findings. Last but not least, some implications are given to a brand marketer, especially for Apple Inc’s.

This paper focuses on the building of conceptual model based on the Hofstede theory (1980; 1991) with extended theories for personally cultural values. As a result, a model for the relationshisp between personal cultural values and Vietnamese consumers’ buying intention in the context of non-prescription medication is established. The model is a new approach for the Hofstede’s theory at personally cultural level which was not developed and accepted before.