1. A Critical Review of Cross-Cultural Issues in Marketing Rese
... whereas in the United States shopping tends to be considered a chore" (Green & White, 2001). A major objective of current cross-cultural marketing research is the identification of functionally equivalent and non-equivalent issues through descriptive studies and other qualitative analysis. The results of such work can provide the input for future theory development. Usunier (1992) suggests that "reality" passes through various filters ... multinational in application and allows for direct comparisons on the same variables across different nations and cultures. However, there are many dif...
- Word Count: 2515
- Approx Pages: 10
- Grade Level: Undergraduate