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Camille P. Schuster

The debate over the creation of a global village continues. As a result, understanding similarities and differences among and between cultures is important for cross-cultural marketing and research. This chapter presents important models and theories created to assist in this process. Each of them makes a valuable contribution. Nonetheless, the challenges become more complex as worldwide political realities and structures change, as immigration changes the mix of ethnicities within countries and as generational differences occur. Understanding existing models and theories of culture sets the stage for the future of cross-cultural marketing research and/or the creation of new models.

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Edited by Glen H. Brodowsky and Camille P. Schuster

This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.
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Edited by Glen H. Brodowsky and Camille P. Schuster

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Michael R. Czinkota and Camille P. Schuster

Managers and researchers often fail to comprehend cultural disparities, that customers differ between and within countries, or investigate whether or not a market exists prior to market entry. Insufficient preparation makes cross-cultural business a high-risk activity. However challenging, cross-cultural market understanding is instrumental to success since it permits the firm to benefit from different environments, attitudes and market conditions. This chapter provides an overview of the issues associated with conducting research about international markets, diverse consumers in the home market and data-collection techniques.