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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
