TY - JOUR
T1 - Concept analysis of “cross-cultural marketing”
T2 - An exploration
AU - Mower, Jennifer M.
AU - Pedersen, Elaine L.
AU - Jai, Tun Min Catherine
N1 - Publisher Copyright:
© 2013 Korean Scholars of Marketing Science.
PY - 2013
Y1 - 2013
N2 - Advances in international communication, travel and delivery systems have improved manufacturers’ ability to market products and services to other cultures and nations. In today’s competitive retail industry, cross-cultural marketing (CCM) is increasingly important as more firms enter the international marketplace. Our purpose was to analyze the concept of CCM, exploring how it is used and determining its attributes, antecedents, consequences, and empirical referents in order to clarify its meaning for use in international marketing scholarship and practice and to aid in understanding and promoting international trade and business relations.
AB - Advances in international communication, travel and delivery systems have improved manufacturers’ ability to market products and services to other cultures and nations. In today’s competitive retail industry, cross-cultural marketing (CCM) is increasingly important as more firms enter the international marketplace. Our purpose was to analyze the concept of CCM, exploring how it is used and determining its attributes, antecedents, consequences, and empirical referents in order to clarify its meaning for use in international marketing scholarship and practice and to aid in understanding and promoting international trade and business relations.
KW - Concept analysis
KW - Cross-cultural marketing (CCM)
KW - Culture
KW - Marketing research
KW - Marketing strategies
UR - http://www.scopus.com/inward/record.url?scp=84904135916&partnerID=8YFLogxK
U2 - 10.1080/20932685.2012.753288
DO - 10.1080/20932685.2012.753288
M3 - Article
AN - SCOPUS:84904135916
VL - 4
SP - 4
EP - 19
JO - Journal of Global Fashion Marketing
JF - Journal of Global Fashion Marketing
SN - 2093-2685
IS - 1
ER -