Cross-cultural comparative studies mostly have been based on the assumption of cultural homogeneity that equates culture with nation. This assumption overlooks the cultural diversity that might exist within a nation. This article is based on the review of four empirical studies conducted by...

The macro-environmental changes brought about by technological advances and globalization in the last decade had significant influences at all levels: the economy, industries, markets and the consumer. The article reviews developments in marketing theory and practice over the last two decades...