A note on hispanic values and subcultural research: An alternative view

Van R. Wood; Roy Howell

doi:10.1007/BF02723425

A note on hispanic values and subcultural research: An alternative view

Van R. Wood, Roy Howell

Business Administration

Research output: Contribution to journal › Article › peer-review

9 Scopus citations

Abstract

This paper is offered as a constructive comment on a previously published article. Using two separate approaches, the authors reexamine data presented by Valencia (1989), and suggest an alternative interpretation of the cultural value orientations among Hispanic and White ethnic groups. Theoretical and methodological discussion is provided in an attempt to show how utilization of different methodologies can derive different conclusions, and result in different marketing strategy recommendations.

Original language	English
Pages (from-to)	61-67
Number of pages	7
Journal	Journal of the Academy of Marketing Science
Volume	19
Issue number	1
DOIs	https://doi.org/10.1007/BF02723425
State	Published - Dec 1991

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AB - This paper is offered as a constructive comment on a previously published article. Using two separate approaches, the authors reexamine data presented by Valencia (1989), and suggest an alternative interpretation of the cultural value orientations among Hispanic and White ethnic groups. Theoretical and methodological discussion is provided in an attempt to show how utilization of different methodologies can derive different conclusions, and result in different marketing strategy recommendations.

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A note on hispanic values and subcultural research: An alternative view

Abstract

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