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

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  • 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
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    References listed on IDEAS

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    1. 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.
    2. 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.
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    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. 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.
    3. 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.
    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.

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