Review paper
Choices and Consequences: Recommendations for an Improved Understanding of Cultural Distance in International Marketing Research
Abstract
Cultural distance is an important element in the study of international marketing phenomena. However, scholars have voiced significant concerns with its use. Although reviews of cultural distance have been conducted, no research has yet directly addressed how the choices that scholars make in relation to the conceptualization and operationalization of cultural distance influence our understanding of its role in international marketing phenomena....
Paper Details
Title
Choices and Consequences: Recommendations for an Improved Understanding of Cultural Distance in International Marketing Research
Published Date
Jun 22, 2021
Volume
29
Issue
3
Pages
23 - 42
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