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Journal of Business Research 64 (2011) 516–523

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Journal of Business Research

Assessing cross-cultural marketing theory and research
Andreas Engelen ⁎, Malte Brettel
RWTH Aachen University, Templergraben 64, 52062 Aachen, Germany

a r t i c l e

i n f o

Article history:
Received 1 May 2009
Received in revised form 1 March 2010
Accepted 1 April 2010
Available online 21 May 2010
Keywords:
Cross-cultural research
Cross-cultural marketing
Cultural dimensions
Literature review
Content analysis

a b s t r a c t
A content analysis of 99 articles focuses on the comparative cross-cultural marketing research in 14 leading marketing and business journals from 1990 to 2008. The content analysis indicates strong growth in crosscultural studies, especially in terms of studies on consumer attitudes and behavior and on promotion-related topics. This study classifies articles according to a series of conceptual (e.g., cultural dimensions employed in the study) and methodological (e.g., use of analytical technique) criteria. Although researchers have advanced in both conceptual and methodological respects, the studies still focus strongly on the dimensions from Hofstede (2001); methodologically, the dominance of two-country studies is problematic. Further, survey data from North America and Europe and researchers based and trained in North America and Europe are still dominant in the research field.

© 2010 Elsevier Inc. All rights reserved.

1. Introduction
Marketing research ascribes a major role to the construct of national culture (Douglas & Craig, 2006) primarily because cultural values are powerful forces that shape perceptions and behaviors (Triandis, 2000). In addition, comparative cross-cultural studies in marketing show that the cultural predispositions of US researchers who have dominated the field in the last few decades (Burgess & Steenkamp, 2006, Steenkamp, 2005) shape traditional academic...