Cross-cultural research in transition economies - A marketing perspective: From theory to practice

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Title Cross-cultural research in transition economies - A marketing perspective: From theory to practice
Author McKenzie, Brent; Merrilees, Bill
Journal Name Journal of East-West Business
Editor Erdener Kaynak
Year Published 2008
Place of publication USA
Publisher Taylor & Francis Group
Abstract Transition economy research has emerged during the last two decades as a new lens for the examination of marketing and business phenomena. This study examines major theoretical and practical issues that must be addressed when conducting marketing research in transition economies. The paper is both conceptual in terms of integrating different streams of cultural research for transition economy study, and prescriptive in terms of recommendations for conducting marketing studies. Three inter-related fields of study, individualism=collectivism; value types; and World Values Surveys; serve as frameworks for developing a marketing research agenda in markets in transition. The existence of non-trivial differences between people, and therefore consumers, within transition versus developed economies is also reviewed. The relevance of such research is considered from the perspective of both academic and practitioner applications.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1080/10669860802050193
Volume 14
Issue Number 2
Page from 119
Page to 146
ISSN 1066-9868
Date Accessioned 2009-01-14
Date Available 2011-11-16T06:40:43Z
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
URI http://hdl.handle.net/10072/22316
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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