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Problems of Equivalence in Cross-Cultural Marketing Research (2014)
Book Chapter
Salzberger, T., Sinkovics, R., & Holzmüller, H. (2015). Problems of Equivalence in Cross-Cultural Marketing Research. In E. J. Wilson, & J. F. Hair Jr. (Eds.), Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference (74–78). Springer. https://doi.org/10.1007/978-3-319-13141-2_36

Cultural diversity can impede the standardization of marketing programs and increase the complexity of marketing research efforts (see Assael, 1992; Cateora, 1996; Douglas and Craig, 1992). In the context of marketing research, the cross-cultural com... Read More about Problems of Equivalence in Cross-Cultural Marketing Research.