<title>ABSTRACT</title> Distance learning has existed for more than a century (Huntley and Mather, 1999; Sherry, 1995). However, recent technological advances have rejuvenated the distance learning industry by making it possible for institutes of higher education to provide their services at many locations at the...

Given the in creasing globalisation of economies, a growing number of marketing firms are expecting more of their profits to be derived from international sales. However, failure to account for or understand the effects of differences in consumers' cultural values on decision‐making will...