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 |
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Pages (from-to) | 61-67 |
Number of pages | 7 |
Journal | Journal of the Academy of Marketing Science |
Volume | 19 |
Issue number | 1 |
DOIs | |
State | Published - Dec 1991 |