While demand for many products has become more homogeneous across countries, cultural factors have strongly inhibited this change as well. In a multicultural world, cultural heterogeneity will continue to remain the most significant barrier to one global market. Cultures are resilient and...

This review article provides reflections on the state of the art of research in conjoint analysis — where we came from, where we are, and some directions as to where we might go. We review key articles, mostly contemporary published since 2000, but some classic, drawn from the major marketing...