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Coping with cultural differences in international market research

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Abstract

This paper analyzes how international marketing researchers deal with cultural differences in the modern global economy. A survey was designed to examine several hypotheses related to the evolving diversification of cultural factors in a worldwide setting, given international managers’ product responsibilities, research needs, choice of media for conducting research, and international marketing positions. We used indices to capture a country’s level of cultural individualism, collectivism, power distance, masculinity, femininity, and uncertainty avoidance. In addition, we have incorporated dynamic relationships among indices of cultural change and economic development. The results validate the proposition that cultural differences can be explained by those indices.

Suggested Citation

  • Ramrattan, Lall & Zimmerman, Alan & Szenberg, Michael, 2001. "Coping with cultural differences in international market research," Journal of Financial Transformation, Capco Institute, vol. 3, pages 109-116.
    • Handle: RePEc:ris:jofitr:1276
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    Keywords

    International marketing; cultural differences; cultural indices;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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