Coping with cultural differences in international market research

Lall Ramrattan (), Alan Zimmerman and Michael Szenberg ()
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Alan Zimmerman: City University of New York, Postal: New York, http://www.csi.cuny.edu/

Journal of Financial Transformation, 2001, vol. 3, 109-116

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.

Keywords: International marketing; cultural differences; cultural indices (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:ris:jofitr:1276

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