Conducting Cross-National Research in Relational Marketing: A Discussion of Methodological Challenges

Abstract

As research in the area of relational marketing evolves, the challenges associated with conducting cross-national investigations need to be considered and understood. Using the framework offered by Nasif et al. (1991), this paper discusses various methodological issues in the context of a research program developed to examine marketing practices within and across five nations: the Contemporary Marketing Practices (CMP) program. The paper describes and critiques the CMP program, and highlights key issues facing researchers interested in examining the nature of contemporary marketing across countries and cultures.