As businesses expand further and further in international markets, the role of timely and accurate marketing research to guide decision making becomes increasingly critical. Research to support international marketing decisions has evolved over the past four decades and must change even more to...

Cross‐national studies may be flawed through “borrowing” scales used in domestic studies, without examining their relevance and equivalence in other countries and contexts. Examining construct equivalence is an essential first step in the design of cross‐national and multi‐country...

Purpose – To develop a more thorough understanding of culture in a rapidly changing global environment. Design/methodology/approach – The recent literature dealing with ways in which cultural dynamics are influencing the nature and meaning of culture are examined. Different perspectives of...

Purpose – American cultural influence is evident throughout the world to varying degrees. The purpose of this paper is to examine factors that influence the extent to which a particular country adopts elements of American culture. Factors related to information, ideas, technology, goods, and...

Purpose – The choice of which country or countries to enter is a critical decision and needs to be made with considerable care and deliberation. Initial market entry decisions have typically focused on country evaluations based on macro‐economic data. While appropriate in providing an...