Table of contents
A cross‐national and cross‐generational study of consumer acculturation to advertising appeals
Fernando R. Jimenez, John Hadjimarcou, Maria E. Barua, Donald A. MichiePrevious research on global marketing has typically focussed on marketing strategies across national markets. Yet, the cross‐national mobility of individuals has increased…
2627
Exploring the linear and quadratic effects of customer and competitor orientation on export performance
Jorge Francisco Lengler, Carlos M.P. Sousa, Catarina MarquesDespite some attempts to integrate the market orientation construct into the international marketing area, most conceptual and empirical studies have been conducted in the context…
1894
Critical issues in the Hofstede and GLOBE national culture models
Sunil Venaik, Paul BrewerThe purpose of this paper is to clarify critical issues underlying the national culture dimensions of Hofstede and GLOBE, demonstrating their irrelevance to international…
25076
Fashion founded on a flaw : The ecological mono‐deterministic fallacy of Hofstede, GLOBE, and followers
Brendan McSweeneyTo comment on Brewer and Venaik's review of the misapplication of the national culture dimensions of Hofstede and GLOBE at the individual and other sub‐national levels. This paper…
4116
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan