Cross-national consumer research is one of the most challenging and exciting areas of consumer inquiry. As a clearly defined stream of research, it first emerged in the US in the early 1970s. The initial impetus for this research came from a growing recognition of the importance of understanding consumer behavior as a basis for developing effective marketing strategies, combined with an awakening interest in market opportunities in other countries. Thus, in both academic and industry circles, greater awareness of a need to understand differences and similarities in customer behavior and response patterns in diverse settings began to emerge.
CITATION STYLE
Douglas, S. P., Morrin, M. A., & Craig, C. S. (1994). Cross-National Consumer Research Traditions (pp. 289–319). https://doi.org/10.1007/978-94-011-1402-8_9
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