Need for a linked-emic approach in domestic marketing

John Stanton, Guilherme D. Pires

    Research output: Contribution to journalArticle

    Abstract

    This article proposes that cross-cultural research frameworks used in international marketing should also apply to domestic marketing within culturally diverse economies. The cultural homogeneity assumption inherent in domestic consumer marketing is questioned by the existence of countries characterised by cultural diversity. The need for different research processes is questioned. Applying a linked-emic framework to within-country analysis, when faced with possible cultural differences within a country, can lead to a sound research process for determining segment selection and targeting.
    Original languageEnglish
    Pages (from-to)359-368
    Number of pages10
    JournalInternational Journal of Economics and Business Research
    Volume1
    Issue number3
    Publication statusPublished - 2009

    Keywords

    • cross-cultural studies
    • cultural pluralism
    • marketing
    • multiculturalism
    • research

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