Handbook on Cross-Cultural MarketingGlen H. Brodowsky, Camille P. Schuster 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. |
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Contents
| 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 |
Other editions - View all
Handbook on Cross-Cultural Marketing Glen H. Brodowsky,Camille P. Schuster No preview available - 2020 |
Common terms and phrases
advertising American analysis apply approach attitude authors Bank behavior brand chapter China communication companies compared concept conducted considered construct consumers consumption context countries cross-cultural cross-cultural marketing culture decisions developed dimensions directions effects emerging employees equivalence established et al evaluations examine example experience face factors family business Figure findings firms focus foreign future global Graham groups identify impact important individual industry influence interaction interests International Business International Marketing internationalization involvement issues Journal of International Journal of Marketing knowledge language leadership literature luxury Management marketing research means measurement negotiation organization participants patterns perceptions positive presented product placements publications purchase questions REFERENCES regions relationships response retail Review scale share similar social South Korea specific standardized strategy structure succession survey Table theory thinking styles understanding United University values versus
Bibliographic information
| Title | Handbook on Cross-Cultural Marketing Research Handbooks in Business and Management series |
| Editors | Glen H. Brodowsky, Camille P. Schuster |
| Publisher | Edward Elgar Publishing, 2020 |
| ISBN | 1788978544, 9781788978545 |
| Length | 304 pages |
| Subjects | › › Business & Economics / International / Marketing Business & Economics / Marketing / General Business & Economics / Reference Business & Economics / Sales & Selling / General Business & Economics / Sales & Selling / Management Reference / General |
| Export Citation | BiBTeX EndNote RefMan |