Revisiting cultures’ consequences in international marketing studies

Ana Maria Soares

Journal of Global Scholars of Marketing Science, 2018, vol. 28, issue 2, 214-220

Abstract: This commentary revisits Hofstede’s “dimensions of culture in international marketing studies” paper on approaches to conceptualizing and operationalizing culture in marketing studies. Selected key questions in conducting cross-cultural studies are discussed in light of some of the recent contributions and developments in cross-cultural assessment. The study here argues that emic rather than etic studies may contribute for a more balanced view of culture and cultural influence.

Date: 2018
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DOI: 10.1080/21639159.2018.1434807

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