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...

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 – 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...