Is the societal-level of analysis sufficient today to understand the values of those in the global workforce? Or are individual-level analyses more appropriate for assessing the influence of values on ethical behaviors across country workforces? Using multi-level analyses for a 48-society...

This ground-breaking Research Agenda provides unique insight into the evolution and development of service marketing. Expert contributors present an in-depth overview of the current state of the field, and critically analyse the diverse range of future directions available to researchers.