Learning about the other culture is very important starting point. Culture is a basic definition. First of all, in the context of cultural awareness, we have to understand what culture refers to. For this purpose, let's simply define culture as all the (often unspoken) standards and (mostly...

This special issue is dedicated to the memory of Susan P. Douglas, whose pioneering work on multicultural dynamics in international marketing has inspired many other scholars including this issue's guest editors, to develop further research in this area