A five-country study of national identity: implications for international marketing research and practice

Article Abstract:

Comparative studies provide marketing researchers with practical insights in doing business with a particular culture. However, these studies fail to provide a more generalized understanding of the international marketing environment. Marketing studies of different cultural environments should be aligned and placed in a practically applicable context for international marketing researchers and decision-makers. Such context can provide an initially generalizable national identity norms as basis for cross-cultural comparisons.

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Why marketers need a new concept of culture for the global knowledge economy

Article Abstract:

The article examines culture as a knowledge resource in clusters of affinity and marketing relationships, rather than as an aggregate of national characteristics within a given market. A five-point process for approaching culture and its relationship to markets is presented.

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The important role of meta-analysis in international research in marketing

Article Abstract:

Meta-analysis in international marketing research allows for the development of global products as well as the development of local variations of a product or marketing strategy.

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