Are You Planning to Use Culture as a Variable in International Marketing Research

Abstract

The purpose of this paper is to analyze and assess the appropriateness of widely employed cultural frameworks in international marketing research. A review of earlier and contemporary approaches to culture study in international marketing is presented. Four dominant frameworks of culture are examined and their sigruficance is assessed with regard to well-defined criteria. Their appropnateness for mternahonal marketmg is compared and directions for future research are presented. The results and discussions might be helpful to the researchers not only in choosing the appropriate cultural frameworks for their studies but also encourage them to develop new cultural typologies.