Handbook on Cross-Cultural Marketing

Front Cover
Glen H. Brodowsky, Camille P. Schuster
Edward Elgar Publishing, Sep 25, 2020 - Business & Economics - 304 pages
This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

1 Introduction to the Handbook on CrossCultural Marketing
1
PART I CROSSCULTURAL MARKETING THEMES AND THEORIES
8
2 Crosscultural marketing insights
9
companies search for the right balance between globalization and localization
20
intellectual basis and future research directions
37
PART II METHODOLOGICAL CHALLENGES OF CROSSCULTURAL MARKETING RESEARCH
51
5 Crosscultural market and marketing research
52
establishing equivalence
65
research propositions
133
empirical evidence of the advantages of large players in global and local markets
152
a taxonomy for generational evolution and directions for future research
166
leveraging smartphone platforms to reduce potential bias threats
187
PART IV NEW PARADIGMS AND FUTURE RESEARCH
203
14 Marketing research across cultures
204
15 Advances in methods and theory for research in international business negotiations
225
16 Future directions of crosscultural marketing research
249

PART III APPLIED CROSSCULTURAL MARKETING RESEARCH
82
exploring similarities and differences between Finland and the United States
83
researching crosscultural differences in motivations to consume
104
9 Intranational cultural differences in thinking styles and the importance of technological product attributes for brand perceptions
115
17 The future is now
265
Index
277
Copyright

Other editions - View all

Common terms and phrases

About the author (2020)

Edited by Glen H. Brodowsky, Professor of Marketing and Camille P. Schuster, Professor Emerita of Marketing, California State University San Marcos, US