Integrating Cross-Cultural Marketing Research Training in International Business Education Programs: It's Time, and Here's Why and How

Abstract

International business necessitates that its international business educators prepare today's workforce with skills necessary to take on cross-cultural research tasks and challenges. Yet, global business finds these skills in short supply. Perhaps this is the case because empirical evidence shows U.S. academic coverage of cross-cultural research complexities are severely limited as measured by text coverage. Slightly lagging behind international business and marketing programs located outside the United States in recognizing and acting on this this need, many U.S. programs now seek to enhance cross-cultural coverage. However, empirical evidences show that U.S.-based programs and the textbooks they use are lagging behind in their treatment of cross-cultural marketing research. Coverage in these texts is typically limited to a single chapter that repeats basic research concepts usually covered in principles of marketing courses. This article discusses a customized international marketing research course integrated with training that includes cross-cultural research issues and complexities and provides a framework of criteria useful in selecting an appropriate text.