Abstract
Though studies related to methodological problems in cross-cultural research have focused on establishing equivalences, they lack: (1) addressing the methodological problems for the entire range of constructs that are developed or can potentially be developed in marketing, (2) a synthesized, unified theoretical premise to understand cross-cultural manifestation issues and (3) methodological guidelines for establishing functional, conceptual and translation equivalences. To address these issues, the construct of Market Orientation is explored in its current form of research practice in cross-cultural settings as an illustrative case. Accordingly, this paper proposes fundamental explananda for cross-cultural marketing research. Specifically, methodologies are proposed for establishing functional, conceptual and translation equivalences.
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