IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v64y2011i6p625-627.html
   My bibliography  Save this article

Assessing cross-cultural marketing theory and research: A commentary essay

Author

Listed:
  • Craig, C. Samuel
  • Douglas, Susan P.

Abstract

Cross-cultural research (CCR) is extremely important for advancing understanding of the range and limits of theoretical constructs and frameworks across different cultural contexts. CCR also provides an important understanding of the differences between countries and cultures. This commentary essay examines the review conducted by Engelen and Brettel (2010) and comments on shortcomings, as well as identifying areas where more needs to be done. A critical first step is to properly define the unit of analysis. This step is particularly critical as the concept of "national culture" is becoming increasingly less relevant and the appropriate culture unit for examination is often a smaller, more homogeneous grouping within a given geographic location. This view allows more meaningful inferences to be made and controls for possible contextual confounds, as well as providing a richer understanding of the limits of national culture in an increasingly global economy.

Suggested Citation

  • Craig, C. Samuel & Douglas, Susan P., 2011. "Assessing cross-cultural marketing theory and research: A commentary essay," Journal of Business Research, Elsevier, vol. 64(6), pages 625-627, June.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:6:p:625-627
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148-2963(10)00107-4
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Susan P. Douglas & C. Samuel Craig, 2009. "Impact of Context on Cross-Cultural Research," Palgrave Macmillan Books, in: Cheryl Nakata (ed.), Beyond Hofstede, chapter 7, pages 125-145, Palgrave Macmillan.
    2. K Sivakumar & Cheryl Nakata, 2001. "The Stampede Toward Hofstede's Framework: Avoiding the Sample Design Pit in Cross-Cultural Research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 32(3), pages 555-574, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Raffaele Campo & Pierfelice Rosato & Davide Giagnacovo, 2020. "Less Salt, Same Taste: Food Marketing Strategies via Healthier Products," Sustainability, MDPI, vol. 12(9), pages 1-12, May.
    2. Chabowski, Brian R. & Samiee, Saeed & Hult, G. Tomas M., 2017. "Cross-national research and international business: An interdisciplinary path," International Business Review, Elsevier, vol. 26(1), pages 89-101.
    3. Engelen, Andreas & Brettel, Malte, 2011. "Assessing cross-cultural marketing theory and research: Reply to Craig and Douglas' commentary," Journal of Business Research, Elsevier, vol. 64(7), pages 782-784, July.
    4. Kipnis, Eva & Bebek, Gaye & Brőckerhoff, Aurélie, 2021. "Within, in-between, out-of-bounds? Locating researcher positionalities in multicultural marketplaces," Journal of Business Research, Elsevier, vol. 123(C), pages 401-414.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Laspita, Stavroula & Breugst, Nicola & Heblich, Stephan & Patzelt, Holger, 2012. "Intergenerational transmission of entrepreneurial intentions," Journal of Business Venturing, Elsevier, vol. 27(4), pages 414-435.
    2. Soares, Ana Maria & Farhangmehr, Minoo & Shoham, Aviv, 2007. "Hofstede's dimensions of culture in international marketing studies," Journal of Business Research, Elsevier, vol. 60(3), pages 277-284, March.
    3. Fernanda Ihéu & Sandra Pereira, 2012. "The Chinese “go global” policy and the Portuguese kinship," CEsA Working Papers 110, CEsA - Centre for African and Development Studies.
    4. Dongao Li & Songdong Shen, 2022. "Social Environment and Healthy Investment Behavior: Joint Influence of Culture and Institution on China," IJERPH, MDPI, vol. 19(1), pages 1-17, January.
    5. Gerrit Rooks & Kim Klyver & Arthur Sserwanga, 2016. "The Context of Social Capital: A Comparison of Rural and Urban Entrepreneurs in Uganda," Entrepreneurship Theory and Practice, , vol. 40(1), pages 111-130, January.
    6. Jun, Sunkyu & Gentry, James W., 2005. "An exploratory investigation of the relative importance of cultural similarity and personal fit in the selection and performance of expatriates," Journal of World Business, Elsevier, vol. 40(1), pages 1-8, February.
    7. Noni Zaharia & Simon Brandon-Lai & Jeffrey James, 2017. "Show Me the Money: On Predicting Actual Purchases in Cross-National Sponsorship," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(4), pages 38-53, August.
    8. Griffith, David A. & Yalcinkaya, Goksel & Calantone, Roger J., 2010. "Do marketing capabilities consistently mediate effects of firm intangible capital on performance across institutional environments?," Journal of World Business, Elsevier, vol. 45(3), pages 217-227, July.
    9. Flatten, Tessa & Adams, Daniel & Brettel, Malte, 2015. "Fostering absorptive capacity through leadership: A cross-cultural analysis," Journal of World Business, Elsevier, vol. 50(3), pages 519-534.
    10. Kiril Dimitrov, 2014. "Geert Hofstede et al’s Set of National Cultural Dimensions - Popularity and Criticisms," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 2, pages 30-60, April.
    11. Jean-Luc Arregle & Toyah L Miller & Michael A Hitt & Paul W Beamish, 2016. "How does regional institutional complexity affect MNE internationalization?," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 47(6), pages 697-722, August.
    12. van Everdingen, Y.M. & Waarts, E., 2003. "A multi-country study of the adoption of ERP systems," ERIM Report Series Research in Management ERS-2003-019-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    13. van Veen, Kees & Sahib, Padma Rao & Aangeenbrug, Evelien, 2014. "Where do international board members come from? Country-level antecedents of international board member selection in European boards," International Business Review, Elsevier, vol. 23(2), pages 407-417.
    14. Jessica A Kaminsky, 2017. "Culturally appropriate organization of water and sewerage projects built through public private partnerships," PLOS ONE, Public Library of Science, vol. 12(12), pages 1-15, December.
    15. Avloniti, Anthi & Filippaios, Fragkiskos, 2014. "Unbundling the differences between Psychic and Cultural Distance: An empirical examination of the existing measures," International Business Review, Elsevier, vol. 23(3), pages 660-674.
    16. Anneli Kaasa & Maaja Vadi & Urmas Varblane, 2014. "Regional Cultural Differences Within European Countries: Evidence from Multi-Country Surveys," Management International Review, Springer, vol. 54(6), pages 825-852, December.
    17. Woodside, Arch G. & Hsu, Shih-Yun & Marshall, Roger, 2011. "General theory of cultures' consequences on international tourism behavior," Journal of Business Research, Elsevier, vol. 64(8), pages 785-799, August.
    18. Ralston, David A. & Hallinger, Philip & Egri, Carolyn P. & Naothinsuhk, Subhatra, 2005. "The effects of culture and life stage on workplace strategies of upward influence: A comparison of Thailand and the United States," Journal of World Business, Elsevier, vol. 40(3), pages 321-337, August.
    19. Sjoerd Beugelsdijk & Björn Ambos & Phillip C Nell, 2018. "Conceptualizing and measuring distance in international business research: Recurring questions and best practice guidelines," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 49(9), pages 1113-1137, December.
    20. Malul Miki & Shoham Amir, 2006. "The Role of Culture and Economic Variables in Wars and Coups," Peace Economics, Peace Science, and Public Policy, De Gruyter, vol. 12(1), pages 1-11, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:64:y:2011:i:6:p:625-627. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.