Need for a linked-emic approach in domestic marketing

Title: Need for a linked-emic approach in domestic marketing
Creator: Stanton, John; Pires, Guilherme D.
Relation: International Journal of Economics and Business Research Vol. 1, Issue 3, p. 359-368
Publisher Link: http://dx.doi.org/10.1504/IJEBR.2009.024310
Publisher: Inderscience
Resource Type: journal article
Date: 2009
Description: This article proposes that cross-cultural research frameworks used in international marketing should also apply to domestic marketing within culturally diverse economies. The cultural homogeneity assumption inherent in domestic consumer marketing is questioned by the existence of countries characterised by cultural diversity. The need for different research processes is questioned. Applying a linked-emic framework to within-country analysis, when faced with possible cultural differences within a country, can lead to a sound research process for determining segment selection and targeting.
Subject: cultural differences; domestic marketing; economics; business research; etic; linked-emic; cross-cultural research; culture; consumer marketing
Identifier: http://hdl.handle.net/1959.13/916338
Identifier: uon:7963
Identifier: ISSN:1756-9850
Language: eng
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