The factor congruency technique is introduced as a tool for cross‐cultural or comparative research efforts, where similarities and differences in the responses of subjects from different samples are investigated. A comparative study of store selection criteria of US and Turkish consumers is...

In order to operate effectively in an environment of borderless markets, standard products and globalization marketing global multinational corporations have to function under a corporate philosophy which can sustain such concepts. In support of globalization theory, suggests that a holistic...