Overview

Disillusionment with globalization, along with a rise in nationalist sentiment, may lead us to ask whether cross-cultural or international research will be necessary in the coming years and, if it is, what form it will take. While all international marketing is cross-cultural, not all cross-cultural marketing is international. Cultures are defined as groups of people who share a common language, set of norms, institutions, beliefs and values. There are many ways such groups can be defined - only one of which is country. Regardless of the definition parameters, one thing remains clear: cross-cultural marketing is a broad topic in today's technological, always-connected world. This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics, addresses the methodological challenges of cross-cultural research, and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research. Cross-cultural marketing research scholars, Ph.D. students and cross-cultural and international marketing practitioners will benefit from this thorough examination of current trends as well as forward thinking concepts from some of the field's foremost experts.

Full Product Details

Author:   Glen H. Brodowsky ,  Camille P. Schuster
Publisher:   Edward Elgar Publishing Ltd
Imprint:   Edward Elgar Publishing Ltd
Dimensions:   Width: 16.90cm , Height: 2.30cm , Length: 24.40cm
Weight:   0.610kg
ISBN:  

9781788978538

ISBN 10:   1788978536
Pages:   304
Publication Date:   18 September 2020
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   To order  
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Table of Contents

Contents: Foreword xiii Jean-Claude Usunier 1 Introduction to the Handbook on Cross-Cultural Marketing 1 Glen H. Brodowsky PART I CROSS-CULTURAL MARKETING THEMES AND THEORIES 2 Cross-cultural marketing insights 9 Camille P. Schuster 3 Glocalization: companies' search for the right balance between globalization and localization 20 Svend Hollensen 4 The country image literature: intellectual basis and future research directions 37 Saeed Samiee and Brian R. Chabowski PART II METHODOLOGICAL CHALLENGES OF CROSS-CULTURAL MARKETING RESEARCH 5 Cross-cultural market and marketing research 52 Michael R. Czinkota and Camille P. Schuster 6 Methodological issues in cross-cultural research: establishing equivalence 65 V. Kumar PART III APPLIED CROSS-CULTURAL MARKETING RESEARCH 7 Consumers' perceptions and attitudes toward product placements: exploring similarities and differences between Finland and the United States 83 Siva K. Balasubramanian, Deepa Pillai, Giacomo Gistri, Nadia I. Sabour and Hemant Patwardhan 8 Global luxury brands: researching cross-cultural differences in motivations to consume 104 Annie Peng Cui, Christopher A. Nelson and Alexis Yim 9 Intra-national cultural differences in thinking styles and the importance of technological product attributes for brand perceptions 115 Kelly Hewett and Helena F. Allman 10 Partnerships in cross-cultural marketing and retail internationalization: research propositions 133 Fatima Wang and Pervez Ghauri 11 To the big go the spoils: empirical evidence of the advantages of large players in global and local markets 152 Maxwell Winchester and Tiffany Winchester 12 Family-owned businesses in the global marketplace: a taxonomy for generational evolution and directions for future research 166 Phil Harris and Ozlem Ozdemir 13 The impact of indigenous administrative norms on cross-cultural research: leveraging smartphone platforms to reduce potential bias threats 187 Eric S. Rhodes PART IV NEW PARADIGMS AND FUTURE RESEARCH 14 Marketing research across cultures 204 Fons Trompenaars and Peter Woolliams 15 Advances in methods and theory for research in international business negotiations 225 John L. Graham 16 Future directions of cross-cultural marketing research 249 Jagdish N. Sheth and Atul Parvatiyar 17 The future is now 265 Glen H. Brodowsky Index 277

Reviews

'The collection of seventeen chapters is indeed a welcome addition to the global marketing literature, and I did enjoy reading them very much.' - Abhijit Roy, Journal of International Consumer Marketing

Author Information

Edited by Glen H. Brodowsky, Professor of Marketing and Camille P. Schuster, Professor Emerita of Marketing, California State University San Marcos, US

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