Culture study in international marketing: a critical review and suggestions for future research

Purpose – The purpose of this paper is to present a critical review of culture study streams in international marketing and offer suggestions for future development. Design/methodology/approach – A comprehensive review of earlier and current approaches to culture study in international marketing is offered. Shortcomings of earlier studies are highlighted and suggestions for remedies are presented. Future research suggestions are also offered. Findings – Five streams of earlier studies and their shortcomings are presented, along with four avenues for future research. Practical implications – More sharply framed culture study will lead to a deeper understanding of culture's role in targeting, segmentation, and positioning and strategy formulation by scholars and managers of international marketing. Originality/value – The paper integrates a large body of research in an important research area in international marketing and offers future research directions.