The world economy is becoming increasingly cross-cultural. During the next decades, as marketers enter new international markets, an understanding of how culture influences consumer behavior will be crucial for both managers and consumer researchers. This article presents a framework that integrates and reinterprets current research in cross-cultural consumer behavior. The framework also serves to identify areas that need further research and can be used as a template for marketers seeking to understand their foreign consumers. The article also attempts to integrate from an applied perspective two distinct traditions in the study of culture and consumer behavior: the anthropological approach and the cross-cultural psychology tradition.
CITATION STYLE
David Luna,Susan Forquer Gupta. (2001). Culture and Innovation - An integrative framework for cross-cultural consumer behavior.pdf. International Marketing Review, 18(1), 45–69. Retrieved from http://iba8010kelly.alliant.wikispaces.net/file/view/Culture+and+Innovation+-+An+integrative+framework+for+cross-cultural+consumer+behavior.pdf
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