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Revisiting cultures’ consequences in international marketing studies

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  • Ana Maria Soares

Abstract

This commentary revisits Hofstede’s “dimensions of culture in international marketing studies” paper on approaches to conceptualizing and operationalizing culture in marketing studies. Selected key questions in conducting cross-cultural studies are discussed in light of some of the recent contributions and developments in cross-cultural assessment. The study here argues that emic rather than etic studies may contribute for a more balanced view of culture and cultural influence.

Suggested Citation

  • Ana Maria Soares, 2018. "Revisiting cultures’ consequences in international marketing studies," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(2), pages 214-220, April.
    • Handle: RePEc:taf:jgsmks:v:28:y:2018:i:2:p:214-220
    DOI: 10.1080/21639159.2018.1434807
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    Cited by:

    1. Lee, Youseok & Kim, Sang-Hoon & Cha, Kyoung Cheon, 2021. "Impact of online information on the diffusion of movies: Focusing on cultural differences," Journal of Business Research, Elsevier, vol. 130(C), pages 603-609.

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