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Assessing cross-cultural marketing theory and research: A commentary essay

机译：评估跨文化营销理论与研究：评论文章

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Cross-cultural research (CCR) is extremely important for advancing understanding of the range and limits of theoretical constructs and frameworks across different cultural contexts. CCR also provides an important understanding of the differences between countries and cultures. This commentary essay examines the review conducted by Engelen and Brettel (2010) and comments on shortcomings, as well as identifying areas where more needs to be done. A critical first step is to properly define the unit of analysis. This step is particularly critical as the concept of "national culture" is becoming increasingly less relevant and the appropriate culture unit for examination is often a smaller, more homogeneous grouping within a given geographic location. This view allows more meaningful inferences to be made and controls for possible contextual confounds, as well as providing a richer understanding of the limits of national culture in an increasingly global economy.
机译：跨文化研究（CCR）对于增进对跨不同文化背景的理论建构和框架的范围和局限性的理解极为重要。 CCR还提供了对国家和文化之间差异的重要理解。这篇评论文章审查了Engelen和Brettel（2010）进行的审查以及对缺点的评论，并确定了需要做更多工作的领域。关键的第一步是正确定义分析单位。随着“民族文化”的概念变得越来越不相关，并且用于检查的适当文化单位通常是给定地理位置内的更小，更统一的分组，这一步骤尤其重要。这种观点允许做出更有意义的推论，并控制可能的上下文混淆，并在日益全球化的经济中提供对民族文化局限性的更丰富理解。

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